Alpine Visionary: How Reto Gurtner Turned a Ski Resort into a Culture
Reto Gurtner explains how Laax became a global lifestyle destination by building authentic freestyle culture instead of generic resort marketing.
Photo by Creative Supply
What does it take to transform a ski resort into a global lifestyle destination? Youri Sawerschel, founder of Creative Supply, sits down with Reto Gurtner, Executive Chairman of the Weisse Arena Group and the man behind Laax, to explore the vision, storytelling, and bold decisions that turned a Swiss mountain into one of Europe's most iconic alpine destinations. Reto shares why most destinations fail by starting with slogans instead of soul, how freestyle culture became Laax's DNA, and what regenerative tourism actually looks like in practice. A masterclass in destination branding, leadership, and thinking long-term.