Roland Schuler Replaces Pascal Jenny As Arosa Tourism Director

Roland Schuler is the new Tourism Director of Arosa. He takes over the chief position from Pascal Jenny, who will continue to act as President of Arosa Tourism. After almost 13 years of full commitment to his holiday region Arosa, the tourism expert with probably the greatest track record in Switzerland saw the time had come to switch from the operational to the strategic level. According to the «Gauls of the Alps», the handover takes place with a secret magic potion recipe. Pascal Jenny symbolically brews and hands over the mysterious “Arosa magic drink” to his long-term partner in the management and future tourism director Roland Schuler.

The Arosa Tourism team stands for stability and reliability. The model tourism organization is also known for its commitment and creativity. The new tourism director Roland Schuler has actively shaped these values ​​for 10 years and therefore knows that tourism work for one of the most famous holiday regions in Switzerland is a particularly challenging dream job. As before, the future management of Arosa Tourism will also include marketing and communication specialist Marion Schmitz. She becomes the deputy director. Continuity as the basis for further success is at the center of the future direction of Arosa Tourism. The new director has helped shape strategic business areas such as the award-winning event strategy in recent years. Above all, the upswing in summer tourism is to be expanded and further developed under his leadership. With the Arosa Bear Sanctuary and the extensive offers for family, hiking and biking experiences, a strong foundation has been created in recent years, which enables further added value.

Modern task sharing and magic potion thinking

The Arosa brand house with the four pillars “Events”, “Snow Sports”, “Summer Leisure Oasis” and “Service Excellence” is managed by a strong team around Roland Schuler, the 17th Arosa Spa Director (since 1903), taking into account the needs of the guests. The new director is considered a personality with his own ideas and a very good sense for teamwork. The new management duo Schmitz / Schuler and the Arosa Tourism Team have to prove themselves in a market environment that is becoming more complex and competitive. In a digitized future, traditional tourism offers are confronted with new rules of the game. Markets are more closely networked and exposed to significantly faster change cycles. The constantly changing competitive and customer landscape requires new business models. Despite or perhaps because of the current pandemic, Arosa is convinced that the future offers considerable growth opportunities. In order to take advantage of these opportunities, Arosa - figuratively speaking - checks the ingredients for the mysterious “Arosa magic drink” on a rolling and flexible basis so that creativity and commitment to its guests remain unbroken in the digital age.

Roland Schuler, Tourism Director said “We have taken the Arosa holiday region back to the top of Swiss tourism in recent years. So that this top position can be maintained and expanded as far as possible, it is important to set standards in operational development. Various Arosa Tourism projects - existing and new - offer excellent conditions for this. The events that stand in the headwind due to the pandemic restrictions are important, but also the further development of the Arosa summer with the “Arosa Bear Sanctuary” lighthouse or the initiation of new tourist connections. With my experience, I will help ensure that such central projects are carried out. "

Pascal Jenny, President agreed "The job as tourism director was my dream job. The change now comes at exactly the right time and is in line with constantly changing framework conditions. Day-to-day business often leaves little space for visions and strategic concepts. In the next few years, however, this will be a major requirement in tourism. I would like to help Arosa maintain the top position it has achieved and expand it as far as possible. But it is also important for me that I can turn to new topics and continue to cultivate my networks. With Roland Schuler and Marion Schmitz, two top executives with a lot of Arosa knowledge are now taking over th"e operational helm, much to the delight of the entire Board of Management and of me personally as the new President of Arosa Tourism.