The desire to see the world inspires people all over our planet to travel both close to home and far afield. How to successfully create customer-focused offers that include a consistently high level of service in this growth market?


Experience the future of tourism

There are two growth streams that are trending in Tourism: Digital Growth and Spread of Demand. In the “Digital Growth” scenario, we dare to venture into the disruptive dimension and question physical travel in its current form.

This raises the question, “To what extent virtual travel, or at least a combination of virtual and physical, can be superior to traditional travel with a shorter or further relocation and represents a better value proposition?”

In “Growth by Spreading Demand”, instead of pursuing the goal of bringing more and more people to the destination, the goal can also be pursued when we use tourism as a “door of entry” for offers from other sources. The strategy is particularly suitable for clearly positioned destinations with a strong brand, such as St. Moritz.

Is it worth exploring these growth streams? What is the best pathway for your company?

Track Chair

Andreas Deuber

Lecturer, Head of Institute for Tourism and Leisure, St. Gallen, Switzerland

Head of the Institute for Tourism and Leisure (ITF) at HTW Chur, Andreas Deuber was a journalist turned educator. His career has always touched on tourism and the hotel industry- from writing tourism-related articles and columns to researching and consulting on real estate and valuation issues of the hotel industry. 

Andreas studied jurisprudence at the University of St. Gallen and held various specialist and management functions in the banking sector for 15 years. In 2000, he took over the management of the Swiss Society for Hotel Loan (SGH), which he led until 2007. Subsequently, he moved to UBS, where he was responsible for real estate advisory for hotel and healthcare real estate.

Andres joined the Royal Institution of Chartered Surveyors (RICs), the world’s largest association of real estate professionals, on whose Swiss Management Board he worked from 2013-2018. He is also a member of the Joint Management Committee of the cooperation between the HTW Chur and the Shanghai University of Engineering Science and the Campus Tourism Grisons, an association of tourism schools in the canton of Graubünden.


Session 1

What tourism can learn from Gaming and E-Sport

While in the past the physical coming together of people was indispensable, in the last 20 years, a completely new area of playing has established itself: The Virtual Game.

These are either completely new games that only work in the digital world (such as POKÉMON GO), or digital adaptations of traditional games (such as hide and seek, maze, war games, etc.).

Gamers either sit together in large halls and play against like-minded people on the other side of the globe, or they are physically isolated but networked with their fellow players.

The session deals with the question of what digital games can do today, which are the decisive “features” of successful digital games and which developments can be expected in the future.

Session 2

What tourism can learn from E-Sex

Sex is one of those activities that traditionally requires the presence of two or more people. And yet:

Today the topic is “Technology-mediated sexual interaction and relationships” (TMSI).

Digital instruments have led sexuality into new spheres that are inconceivable in the analogue and non-networked world. Particularly interesting in this context are offers that ultimately make direct physical contact superfluous.

The session will show what degree of realism is technically achievable today, and will explore the question of whether virtual techniques can completely replace the real thing.

Session 3

What tourism can learn from IKEA

The session explains how strong destination brands (e.g. St. Moritz) could also be used outside tourism in the digital age. IKEA serves as an example from another industry.

Right from the start, the company did not see itself as a conventional furniture store, but as a total shopping experience. Today, IKEA cooperates with companies such as Sonos and Adidas and can actually serve as a sales platform for almost everything.

Track Speakers

Track chair

Premier Partner