Laax Emerges as Premier Destination for Eco-Conscious British Travellers
British tourists are increasingly trading traditional sun-and-sangria holidays for adventurous alpine escapes, with Switzerland witnessing a notable surge in visitors from the UK. Data reveals a growing preference for winter destinations that offer unique experiences over standard package deals. At the forefront of this shift is Laax, an alpine resort in the Graubünden region, where British visitor numbers have skyrocketed by 66% in just one year.
Driving Diversity and Sustainability in Alpine Tourism
Initiatives like the partnership between Black British outdoors group Explorers and Afro-Caribbean festival Soft Life Ski are instrumental in diversifying the visitor demographic, bringing fresh perspectives to the mountainside. This collaboration highlights how Laax is attracting a more thoughtful and curious breed of traveller, unafraid to explore new horizons. Moreover, Laax is committed to environmental stewardship, aiming for full carbon neutrality by 2030.
Innovative Swiss technology, such as the FlemX gondola—dubbed the 'Uber of the Alps'—exemplifies this green ambition. This on-demand lift system slashes energy consumption by half, revolutionizing how skiers navigate the slopes while minimizing ecological impact. Laax's blend of sustainability and adventure is reshaping perceptions of winter tourism.
Experiencing Europe's Freestyle Capital
Accessible via a seamless journey from London to Zurich, followed by scenic train and bus connections, Laax welcomes visitors with its cool, minimalist vibe. Known as Europe's freestyle ski capital, it boasts 235km of slopes, the world's largest halfpipe, and five expansive snow parks. The resort's atmosphere is distinctly chic, from design-forward hotels like Riders Hotel to trendy eateries and a Gen Z-dominated crowd.
Riders Hotel, once a notorious party spot, has been transformed into a minimalist, music-centric basecamp for skiers and snowboarders. It features a fully vegetarian tasting menu and a lobby bar reminiscent of Berlin's hip hangouts. Rooms, priced from £207 for two adults, reflect the natural landscape with wooden panelling and muted colours, offering stunning mountain views.
Alpine Adventures and Culinary Delights
Laax's freestyle heritage, born in the 1990s, is evident in its vibrant nightlife, with festoon lights and fire pits creating a cozy ambiance. By day, the ski rental centre staff, exuding Laax's signature chill, equip visitors efficiently, even providing new gear to break in. British holidaymakers, like Kate from Birmingham, note the increasing presence of UK tourists, fostering a sense of community among regulars.
Skiing here is accessible for all levels, with gondolas ascending 2,000 metres and slopes catering from beginners to experts. Post-ski, mountainside restaurants like Capalari serve local specialties such as maluns, a potato dish baked with butter and cheese—a rustic Graubünden favorite. For a change of pace, snowshoe hikes across frozen fjords offer breathtaking views of UNESCO Natural Heritage Sites, with ice climbers and rock formations adding to the spectacle.
Embracing Local Culture and Natural Beauty
In summer, Laax transforms with grazing cows, wildflowers, and beekeeping activities, allowing visitors to take home local honey. Guides like Doris enhance the experience with tastings of elk sausage and fig puddings. Back at Riders Hotel, the vegetarian tasting menu showcases seasonal, expertly crafted dishes, underscoring the region's culinary innovation.
Nearby attractions include Lake Cauma in Flims, dubbed the 'jewel of Flims,' which offers stunning swimming spots in summer and picturesque winter vistas. The area features amenities like public toilets, restaurants, and a funicular, making it a well-rounded destination. Laax maintains an authentic charm—cool without pretension, green without preachiness, and welcoming to beginners.
Why Laax Resonates with Modern British Travellers
Laax's tagline, 'Laax is not just a place in Switzerland, it’s a feeling,' captures its essence. British tourists are no longer merely seeking sun; they are actively pursuing fresh, sustainable experiences. With direct flights from UK airports to Zurich and Geneva starting from £54, accessibility is straightforward. Laax represents a paradigm shift in travel, combining adventure, eco-consciousness, and cultural richness into an unforgettable alpine getaway.
