Naturally Flims-Laax: When the MICE revolution takes place beyond the ski slopes
Tourism destinations are undergoing a paradigm shift: the goal is no longer to attract as many visitors as possible, but rather to maximize value for guests, the region, and nature. In Flims-Laax, this shift is being pursued under the guiding principle of "rethinking the destination." Win a weekend in Flims-Laax now and experience the destination for yourself!
By Urs Seiler || October 7, 2026
The expectations of MICE organizers and participants - companies, destination management companies, event agencies and organizers - regarding a MICE destination have changed.
Fun's over: Generational change in the MICE business
A shift in values is taking place among the younger generation, which will transform the MICE industry where it hasn't already. Today, inspiration, authenticity, sustainability, and memorable experiences that go beyond mere entertainment are in demand. These are increasingly becoming decisive factors in the choice of destination and event concept.
Flims-Laax introduced the Greenstyle sustainability concept in 2010. The goal is for the entire Flims-Laax destination to become the first self-sufficient Alpine destination, covering its energy needs entirely from climate-friendly, regional sources.
During our visit to the Flims-Laax rocksresort, we met a young group of Londoners who have been coming here for three years to escape the hustle and bustle of the big city and hike in the incomparably spectacular natural world. This was an indication to us that the behavior of the former "fun society" has run its course.
Content, meaning, sustainability: The quiet revolution
Flims-Laax aims to become a cultural hub for diverse people and cultures – a "Laax Lifestyle" that isn't tied to a ski slope. Its positioning as solely a ski resort is explicitly intended to be a thing of the past.
Reto Gurtner (pictured above) is the charismatic and dynamic president and delegate of the board of directors of Weisse Arena Laax. The Weisse Arena Group operates the Flims-Laax ski resort in Graubünden. Its headquarters are in Laax. The company operates mountain railways, hotels, restaurants, and sports shops, and is also active in real estate development. It is the economic engine of the local communities and, with around 1,400 employees in winter, the largest employer in the region.
Reto Gurtner says: "The MICE business will be our growth business in the coming years." He describes Flims-Laax's response to the generational shift in the MICE industry as "freestyle," as "freedom with style," as a lifestyle beyond the ski slopes: the Flims-Laax lifestyle . "People still love it most when they can socialize," he explains.
In addition, Flims-Laax boasts a strong circular economy that creates tangible added value for residents, employees, and guests. At the same time, the destination offers a response to society's need for greater security, community, and togetherness. "We only have a right to exist if we create value for our guests, residents, and employees," says Reto Gurtner.
Another aspect of the quiet revolution in Flims-Laax is the departure from the pure quantitative growth that characterized the last few decades, in favor of growth in value . The experience of nature is to become more important than an over-the-top event village atmosphere, and the alpine landscape is to become the actual experiential space.
The region has strong assets: the charm of the mountain villages, the spectacular Martinsloch and Lake Cauma, which, with its turquoise water, is one of Graubünden's natural attractions.
A witness to history: The UNESCO World Natural Heritage Site "Segenesboden". Photo: Philipp Ruggli.
The Flims-Laax region was formed around 10,000 years ago following a dramatic rockslide that forced the rock strata upwards. This natural spectacle is part of the UNESCO World Heritage Site "Sardona Tectonic Arena" and one of the most breathtaking attractions in Flims-Laax . The tourism organization offers MICE guests exciting educational tours exploring the region's millennia-old geology.
MICE: From volume growth to value growth
Concentrated meetings at 2,252 meters above sea level in the spectacular Galaaxy.
Flims-Laax has much more to offer today than snowboarding and skiing. In recent years, the Flims-Laax region has positioned itself under a unified marketing umbrella for MICE events. It is considered one of the most innovative alpine destinations in Europe and has stood for years for the consistent integration of nature, innovation, lifestyle, and sustainable development. The world-renowned and popular ski resort of Laax, guided by the motto "Laax 2028," is no longer thinking solely in terms of kilometers of slopes and guaranteed snow.
This approach opens up new opportunities, especially for MICE tourism (Meetings, Incentives, Conventions, and Events). A destination must not only be spectacular but also inspire trust, deliver quality, and offer its guests a cohesive overall experience. The proverbial guest safety in Switzerland, a leading MICE destination, finds a natural foundation for this in Flims-Laax.
Rethinking a destination does not mean becoming bigger at any cost, but becoming more relevant, not just funneling more people through the region, but giving them a reason to stay longer, to come back and to experience the destination emotionally.
The Place To Be: Flims-Laax's MICE Offer
MICE is much more than meeting rooms. It's about people. About encounters. About shared experiences. About new perspectives. And about moments that last.
Flims-Laax offers a selection of stylish alpine accommodations for every stay, including design apartments in a lively mountain village.
Located directly at the LAAX valley station, the rocksresort offers mountain railways, restaurants, bars, shops and an action-packed outdoor park.
The Signina Hotel offers proven hotel comfort in a central location directly at the mountain lifts with quick access to the LAAX valley station. The Signina is a classic alpine hotel with colorful interiors, ski-in/ski-out access, and everything within easy walking distance.
The Riders Hotel is a modern alpine hotspot where design, nature, and creativity meet just steps from the LAAX valley station. It features vegetarian cuisine, communal tables, concerts, DJ sets, yoga, and vibrant cultural events.
Casa Mulania is an exclusive boutique chalet that combines modern luxury with traditional Swiss charm and the history of Laax. Four suites unite contemporary design, open fireplaces, and wooden interiors for a cozy atmosphere.
Incentives and team building with river rafting
MICE organizers can look forward to an exciting rafting experience on the Vorderrhein. The guided tours, led by professional rafters, take participants through the impressive Rhine Gorge, also known as the "Swiss Grand Canyon." River rafting is suitable for all participants, from beginners to experienced rafters.
Or, whether taking the FlemXpress gondola lift towards Cassons, enjoying a GeoGuide tour on the Segnesboden, or discovering extraordinary event locations such as the Hangar or the Bridge in the GALAAXY, it's all about one thing: experiencing for yourself what makes the Flims-Laax destination so special.
Or exciting bike and e-bike tours through the picturesque Vorderrhein valley in the Surselva region of the canton of Graubünden.
Laax 2028 is using artificial intelligence to redefine its alpine destination: not as a place to go skiing – but as a place to live, work, meet and be part of a community.
Reto Gurtner anticipates a "brutal transformation" of the MICE business through AI and sees a great opportunity, particularly in the area of ownership . Laax 2028 is therefore not so much a tourism project as the intention to reinvent an alpine destination.
Reto Gurtner: "With Laax 2028, we want to change the world as simply as possible. So that we have time to create more value for our customers."
Accommodation in Flims-Laax
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