Belonging to this illustrious group of internationally acclaimed tourist destinations in the Alps are Chamonix-Mont-Blanc, Cortina d’Ampezzo, Davos, Garmisch-Partenkirchen, Grindelwald, Kitzbühel, Lech Zürs am Arlberg, Megève, Seefeld, St. Anton am Arlberg and St. Moritz. They are now also joined by the Valais tourist paradise Crans-Montana, bringing the Best of the Alps circle back up to 12 legendary destinations again.
"We are very pleased to welcome Crans-Montana as a new member of our marketing cooperation. With its wealth of tradition and excellent tourist infrastructure, not to mention its long-term strategic direction, it is fully in line with our philosophy", says Sammy Salm, CEO of Best of the Alps on the internationally-oriented alpine destination becoming a member.
Lying on a sunny alpine plateau overlooking the Rhone valley, with an impressive panorama from the Matterhorn to Mont Blanc, Crans-Montana was already a coveted location for enthusiasts of the alpine lifestyle right from the start. In 1893, the Hotel du Parc first opened its doors, followed by the first sanatorium in the region in 1899. By the beginning of the 20th century, other hotels and health resorts were also inviting visitors to the Valais holiday paradise, whose popularity and reputation then started to steadily grow.
The opening of the highest 18-hole golf course in the world in 1908 by Sir Henry Lunn was also ahead of its time, resulting in Crans-Montana evolving into a true golfing paradise. The international elite of golfing has now been holding a rendezvous there with the former Swiss Open, now Omega European Masters, for a long time. The only Masters tournament in the Alps – a “best of” par excellence – is only one of many highlights in the summer months.
Crans-Montana is also known as a winter hotspot in the Alps. This remarkable ski resort stretches up to the Plaine Morte glacier at an altitude of 3,000 meters, where the first alpine ski race took place in 1911. The FIS Alpine Ski World Cup has also held there again this year, as it has been since 1977. Crans-Montana rounded off its expertise in winter sports by successfully hosting the World Ski Championships in 1987. It is also currently bidding for the Olympic Games as the center for alpine skiing competitions as part of the Sion 2026 candidacy. Crans-Montana is also the Swiss candidate for the FIS Alpine World Ski Championships, which started taking place in Switzerland again in 2025.
"A new member often brings a breath of fresh air and additional momentum into the equation. An association like ours can always benefit from this", says Peter Nagel, President of Best of the Alps, who also sees Crans-Montana’s becoming a member as a welcome asset. Broad know-how and the questioning of previous positions is a win for all members. The sustained success of Best of the Alps is ultimately based on an intensive mutual exchange of ideas, including at the operational levels of the individual destinations.
"We will shortly be contributing extraordinary impressions and stories from Crans-Montana, and are very proud to be able to contribute to the Best of the Alps’ multi-faceted array of offers and its solid reputation", says Bruno Huggler, Director of Crans-Montana Tourism & Congress.