On another planet: MICE business as unusual in the Weisse Arena in Laax

Artificial intelligence makes life easier, but it will never replace the experience. Nowhere is this more evident than in LAAX, Europe's leading freestyle destination, with the UNESCO World Heritage Site of Sardona and numerous spectacular attractions. LAAX offers a world-class environment for MICE events – in both winter and summer.

By Urs Seiler || August 17, 2026

Birgit Hirsch.

“AI makes life a little easier, but it will never replace the experience we can offer with nature,” says Revenue and Sales Manager Birgit Hirsch (right) of the Weisse Arena, Laax.

LAAX is one of the most modern year-round resorts in the Alps, the perfect location for meetings, incentives, conferences, and events. With 4-star accommodations, an inspiring setting, diverse activities, and plenty of adventure, it's a Swiss mountain retreat that combines business and pleasure with exceptional hospitality.

Digitalization as a competitive advantage

LAAX was one of the first destinations in the Alpine region to implement digital ticketing, a guest app, data-driven marketing, CRM approaches, and digital experience services. Many of these elements were introduced significantly earlier than in comparable destinations.

Offer experiences, not ski resorts

Tourism and digital leader Reto Gurtner. (Image: Philipp Ruggli).

Reto Gurtner, who is world-renowned in the freestyle scene, is considered one of the most innovative tourism entrepreneurs in the Alps because he has consistently transformed LAAX from a classic ski resort into a year-round lifestyle, leisure and business destination.

Reto Gurtner doesn't think in terms of ski resorts, but in terms of experiences. While many mountain destinations primarily sell ski passes and hotel stays, Gurtner recognized early on that guests are looking for experiences, community, and brand worlds, such as the Freestyle Academy, world-famous snow parks, the treetop walkway "Senda diel Dragun," digital guest journeys via apps and platforms, and year-round offerings from MICE companies.

Back in the 1990s, LAAX focused on snowboarders and freestylers, at a time when many traditional ski resorts were still ignoring this target group. Today, LAAX is considered Europe's leading freestyle resort, the organizer of the LAAX Open, and an international benchmark in the snowboard and freestyle scene.

Sustainability as a business model

Reto Gurtner didn't see sustainability as a marketing tool, but as an integral part of the company's strategy. Examples include his Greenstyle initiative, investments in renewable energies, energy-efficient infrastructure, sustainable mobility approaches, and a focus on regional value creation. With this, LAAX specifically targets companies that want to make their events more sustainable.

Business meets lifestyle: Inspiring MICE experiences in the Swiss Alps

MICE team event packages are completely tailor-made for maximum flexibility and a unique corporate experience. A multifaceted snowscape with an alpine energy that spurs on, motivates, and inspires teams.

Europe's leading freestyle destination offers a thrilling winter experience for beginners and professionals alike. Here you'll find long, wide, perfectly groomed slopes, picturesque descents, and pure panoramic cruising for every skill level.

The LAAX Snowpark is Europe's progressive freestyle park with rails, kickers and pipes for all riders – from beginners to professionals.

Crap Sogn Gion is a spectacular viewpoint with wide panoramic views and clear mountain air.

Skiing and snowboarding are high-energy mountain experiences that bring groups together on picturesque slopes for all skill levels. Snowshoeing offers a relaxed alpine activity that encourages interaction, conversation, and discovery away from the busy slopes. Sledding provides exhilarating alpine fun that guarantees laughter, sporting spirit, and unforgettable team moments.

Summer

Laax is a spectacular summer hotspot for team experiences, connections, and adventures. Mountain trails, crystal-clear lakes, and bike parks transform Laax into a vibrant summer destination, featuring Lake Cauma, a crystal-clear mountain lake nestled in the forest, perfect for swimming, bathing, and relaxation.

The Rhine Gorge is the "Swiss Grand Canyon". This spectacular natural valley in Graubünden offers breathtaking views and river adventures.

Combining architecture, lifestyle and event spaces

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The rocksresort was not a classic holiday resort, but a modern lifestyle village with designer apartments, restaurants, shops, event spaces and direct access to the mountain lifts. This approach attracted a new target group that doesn't primarily come for skiing.

The rocksresort Park is a vibrant hotspot full of summer energy with activities, creative spots and meeting points for events.

The LAAX Action Tower forms an exciting outdoor adventure park with zipline, climbing, balance and freestyle challenges.

In Laax you can also find an energetic mountain bike ride through varied alpine terrain, from flow trails to technical descents for every level, or the Rhine Gorge river rafting for a thrilling group adventure through the Swiss Grand Canyon, which strengthens teamwork, trust and enthusiasm.

Freestyle Academy

The Freestyle Academy offers indoor training for snowboarding, skiing, skating, and trampolining with professional instructors. It boasts a world-class training facility that combines action sports, expert coaching, innovation, and year-round athletic challenges.

UNESCO World Heritage Site Sardona

The UNESCO World Heritage Site of Sardona covers 32,800 hectares and includes the Tschingelhörner, the Martinsloch, and the Segnesboden. The FlemX Ropetaxi gondola system provides electric on-demand transport directly into the Sardona area.

Stay overnight

Laax offers a selection of stylish alpine accommodations for every stay, including design apartments in a lively mountain village with ski-in/ski-out access and modern comforts.

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

It combines traditional Swiss charm with the history of LAAX. Four suites unite contemporary design, an open fireplace and wooden interiors for a cozy atmosphere.

Segneshütte

The Segneshütte is a historic mountain hut at 2,100 meters above sea level in the UNESCO World Heritage Site of Sardona. It offers rustic dining rooms, a cozy parlor, flexible event spaces and exclusive group stays amidst a dramatic mountain backdrop.

TCS Glamping

Glamping at 2,000 meters above sea level with fully equipped tents, private bathrooms, sauna, communal dining, yoga terraces, and stargazing areas for a comfortable yet nature-oriented mountain experience. Glamping is only available in summer and in good weather.

In-locations

Where meetings meet mountains, Laax is the natural backdrop for MICE events. LAAX offers diverse locations for business events in a magnificent alpine setting.

Galaaxy - the flagship location

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As a flagship location at 2,252 meters above sea level, the GALAAXY offers a futuristic alpine design, panoramic views and a unique setting for corporate events.

Events. The former cable car station on Crap Sogn Gion, built in the 1960s, is now a lively hotspot with retro interiors and a captivating mountain atmosphere.

The Galaaxy Bridge is a versatile space on the second floor with three meeting rooms designed for focused work, workshops, and small group collaboration. It offers an intimate alpine setting with flexible layouts and modern infrastructure – a tranquil environment ideal for productive meetings and discussions.

The Galaaxy Hangar is an exceptional venue at 2,252 meters above sea level on Crap Sogn Gion, offering unique views for unforgettable alpine events. Two floors with panoramic views over the Signina peaks create an inspiring setting for conferences, receptions, and evening events.

The centrally located and easily accessible Rocks Resort meeting hub in LAAX, directly at the valley station, offers seamless access and a professional base for corporate events. Six modernly equipped meeting rooms enable conferences, breakout sessions, and medium-sized events in a highly flexible and efficient environment.

The Riders Club is an informal club environment that fosters creative thinking, is deeply rooted in the freestyle culture of LAAX, and is designed for focused collaboration and fresh ideas. It offers a relaxed, stylish setting for workshops, brainstorming sessions, and creative meetings in an inspiring alpine atmosphere.

The Signina Hotel is a professional conference venue with added comfort and wellness, offering a traditional four-star Alpine setting for business meetings and events in LAAX. A tranquil, first-class base for executive meetings, it combines seminar infrastructure, wellness access, and convenient resort connections.

Gastronomic experiences

High-class culinary experiences combine local and international culture, flavors, and creativity. The offerings range from IKIGAI sushi workshops and Camino cocktail courses to mountain dining, lively après-ski venues, and sunset experiences.

Laax offers a vibrant and diverse culinary scene for dining, socializing, and evening events. The varied offerings range from traditional Swiss cuisine to international gastronomy at Casa Veglia, Ristorante Camino, and IKIGAI. Laax boasts 31 restaurants and 6 hotels. Here are just a few:

Riders Restaurant is a vegetarian winter restaurant that combines seasonal cuisine, natural wines and creative mountain culture in a relaxed, modern ambience.

IKIGAI offers modern Asian food with bold flavors, elegant interiors and vibrant dishes – inspired by Tokyo, Bangkok and modern alpine cuisine.

The Indy Bar is a vibrant cultural hub that combines DJ sets, art , pop-ups and nightlife energy – where Snowboard culture in Berlin It captures an inspired après-party atmosphere.

A lively, skate-inspired meeting place that combines bar, shop and social space – the gas station brings a raw, youthful energy to the mountains in every season.

MICE potential through "Nature meets Business"

For the business travel sector, LAAX, with Reto Gurtner, recognized early on that companies are increasingly looking for inspiring locations outside of traditional congress cities.

LAAX positions itself as a location for leadership retreats, strategy meetings, management off-sites, incentives or innovation workshops.

The combination of nature, design, activities and modern infrastructure creates an environment that is intended to promote creativity and teamwork.

Conclusion

Laax, under the leadership of Reto Gurtner, is innovative because it doesn't just operate a mountain railway or a ski resort, but continuously develops new business models for alpine tourism. Its strength lies in its ability to recognize societal trends such as sustainability, digitalization, experience-oriented tourism, and work-life balance early on, and to transform these into concrete products and services for guests, businesses, and partners. This has enabled Laax to evolve from a winter sports destination into an internationally renowned year-round MICE brand.