Nine destinationsOne Alpine Vision

Best of the Alps is both an association and a distinctive brand, bringing together the Alps’most iconic and historic mountain destinations. With over a century of history, these year round living destinations have also shaped their identity through major international events and a singular cultural heritage. United by a shared ambition, they come together to champion their values of heritage, pioneering spirit and excellence on the international stage.

“Pioneers by nature”. The slogan has just changed but remains rooted in the network's historical foundations: the "Best of the Alps" resorts—which bring together nine exceptional mountain destinations (Chamonix-Mont-Blanc, Cortina, Courmayeur, Crans-Montana, Davos Klosters, Kitzbühel, Lech Zürs am Arlberg, Megève, St. Anton) have shaped the global image of the Alps and continue to set the standards, serving as true ambassadors of Alpine culture and mountain tourism on the international stage. “What unites us is the fact that we are first-generation resorts—that is, communities around which ski areas were built, marking the origins of tourism in the Alps,” says Nicolas Durochat, President of Best of the Alps, director of tourism, Chamonix-Mont-Blanc.

Born on the slopes where winter sports were first invented, Best of the Alps has remained true to its DNA by blending heritage, innovation, hospitality, and environmental standards. Across the Alps—from Austria to France, through Switzerland and Italy—these resorts, set against majestic backdrops such as the Matterhorn, the Dolomites, the Wilder Kaiser, and Mont Blanc, share a common mountain culture: centuries-old roots, lively pedestrian-friendly town centers, refined architecture, and a keen sense of service. “Maintaining the right balance between visitor numbers, the well-being of local communities and the preservation of biodiversity is essential,” says Nicolas Durochat, President of Best of the Alps, director of tourism, Chamonix-Mont-Blanc.

At a time when mountain tourism is being redefined, this historic network has chosen to focus on the diversity of experiences rather than on the scale of its ski areas alone. Glaciers, valleys, and natural parks form the heart of an ecosystem where outdoor activities are enjoyed year-round: skiing, snowboarding, and freeriding in the winter; hiking, biking, rock climbing, and Alpine culture during the summer season. This promise is built on understated, well-connected infrastructures, reimagined transportation options, year-round offerings, and a calendar of international events. At the heart of it all lies authenticity. And with it, a constant drive for innovation.

Even as they invest continuously in modern infrastructure and world-class lift systems, these destinations carefully safeguard their architectural, cultural and natural heritage, appealing to a premium international clientele. Here, modernity is shaped on a human scale, reflected in characterful hotels, lovingly restored mountain lodges, restaurants celebrating local produce, and the enduring craftsmanship of local artisans. Best of the Alps has established itself as a benchmark for discerning travelers, tourism professionals and destinations seeking a model of excellence that balances appeal, sustainability, shared value and respect for the alpine landscape. In a market shaped by climate uncertainty and evolving travel habits, its member resorts are demonstrating that true Alpine elegance is measured not only by the tracks left in the snow, but also by the lighter footprint we choose to leave on the mountains.

Since the Best of the Alps resorts are first-generation resorts, they have naturally been at the forefront of winter tourism. Davos Klosters, Switzerland—world-renowned for hosting the World Economic Forum—welcomed its first vacationers to the Landwasser Valley on February 8th, 1865, and inaugurated the first ski lift. St. Anton is widely regarded as the birthplace of modern Alpine skiing. The Austrian resort was home to the first ski school based on Hannes Schneider’s revolutionary teaching method and to one of the world’s oldest ski clubs, founded in 1901. It was here that systematic ski instruction was developed before being exported worldwide.

Also in Austria, the legend of Kitzbühel was forged around the founding of its Ski Club (1902), the construction of its cable car (1929), and the unmissable Hahnenkamm Races: created in 1931, it is the resort’s flagship event. It receives massive international media coverage. In 1911, Crans-Montana wrote its own chapter in skiing history by hosting the Roberts of Kandahar Challenge Cup, widely considered the world’s first downhill ski race. In France, skiing found one of its greatest pioneers in a native of Megève. Born on 25 February 1912, Émile Allais became the first French skier to conquer the international stage. In February 1937, together with Paul Gignoux, he developed France’s first ski teaching method, built around the parallel skiing technique. A key pioneer, he also contributed to the creation of the École du Ski Français and, together with Rossignol, helped invent metal skis. Innovation has always been part of Lech Zürs am Arlberg’s DNA. In 1937, the resort welcomed Austria’s first ski lift, marking a decisive step in the development of Alpine tourism.

Best of the Alps also boasts a strong Olympic pedigree. In Chamonix-Mont-Blanc, the local sports club was founded in 1905, and just nineteen years later, in 1924, the resort hosted the first Winter Olympic Games in history. Although Alpine skiing was not yet part of the program, ambitious facilities such as an ice rink and a toboggan run helped establish the Games as a powerful catalyst for the development of winter sports throughout the valley. As the first Italian city to host the Winter Olympics in 1956, Cortina has once again taken center stage with the 2026 Games and its legendary Olimpia delle Tofane World Cup run. At the foot of Mont Blanc, also on the Italian side, Courmayeur boasts a rich history of mountaineering. Its high-mountain guide association is the second oldest in the world (founded just after Chamonix-Mont-Blanc’s more than 175 years ago). The modern mountaineering crampon was created there by Oscar Eckenstein in 1909 and perfected by Laurent Grivel in 1929. And the resort has been a pioneer in volunteer mountain rescue since the 1980s.

United by shared values yet each unique in its own right, the Best of the Alps resorts each cultivate a distinct Alpine way of life, encompassing everything from sports and art to gastronomy, the environment, and cultural heritage. As the birthplaces of countless legendary skiers, these destinations serve as the natural setting for world-class events, ranging from World Cup ski races to historic competitions and mountain sports events. With a combined total of 2,131 kilometers of Alpine ski runs, Best of the Alps offers an unrivalled playground for skiers. The Arlberg region has thus become Austria’s largest interconnected ski area, linking St. Anton, St. Christoph, Stuben, Lech, Zürs, Warth, and Schröcken.

In 2027, it will be Crans-Montana’s turn to host these premier events, reconnecting with its glorious past 40 years later. “Sports Unlimited” is the slogan chosen by Davos Klosters, which, since the winter of 2023, has featured a new 1-kilometer downhill run called the “1K Vertical Jakobshorn,” where Switzerland’s official Olympic training center provides optimal conditions for athletes in numerous disciplines.

As all-around Alpine destinations, these resorts compete every year to offer new summer activities, providing around 50 sports options, ranging from hiking and electric mountain biking to golf, rock climbing, and paragliding. Some destinations have developed very strong identities: in Crans-Montana and Kitzbühel—resorts designed with cycling in mind—the biking offerings continue to expand with the addition of new flow trails, providing a smoother, more gradual, and scenic approach to mountain biking.

While remaining true to its reputation as a world-renowned center for mountaineering and freeriding, Chamonix-Mont-Blanc has, over the past two decades, established itself as the world’s trail running capital, thanks to the UTMB® (Ultra-Trail du Mont-Blanc). Italy also hosts such races: trail runners are well acquainted with the Courmayeur Sports Center, which welcomes them with its ice rink, climbing wall, and countless activities. Courmayeur is located at the foot of some of Europe's highest 4,000-meter peaks. It is both the starting and finishing point of the TOR330 – TorX®, one of the world's toughest endurance trail races, covering 330 km with 24,000 metres of elevation gain. In 2026, Megève will celebrate 16 years of international show jumping and will open a new golf academy.

The sports offerings are complemented by a wide range of lifestyle experiences: high-end shops, fine dining, historic hotels, and a first-rate cultural program. All without ever yielding to the lure of unchecked development. From Megève to Kitzbühel, via Lech-Zürs, the motto “better not more” prevails. Capacity has been deliberately limited for decades to preserve the landscape, maintain a high quality of life for residents, and guarantee an exclusive experience for guests. When it comes to dining, the overall selection speaks for itself: 878 restaurants, including 17 Michelin-starred establishments and about 100 restaurants awarded by Gault&Millau.

Lech Zürs am Arlberg alone boasts approximately 60 Gault&Millau “toques” and 85 Falstaff “forks,” making it one of the Alpine resorts with the highest concentration of award-winning restaurants. In Courmayeur, the flavors of the dolce vita come to life through a richly varied culinary scene, ranging from traditional mountain cuisine to fine dining, with no fewer than 15 outstanding slope-side restaurants. And old traditions live on, such as the communal baking of bread in the hamlets’ ovens. Local products are also celebrated in Crans-Montana, which is proud to count among its treasures cheese dairies and alpine pastures recognized by the Interprofession Raclette du Valais AOP, highlighting the excellence of the region’s cheeses.

Heritage and culture are equally integral to the Best of the Alps experience, reflected in an exceptional wealth of museums, art galleries (17 in Megève alone!), historic churches and a vibrant calendar of cultural events. The impression is only reinforced while wandering through Kitzbühel’s beautifully preserved Old Town, whose colorful listed buildings bear witness to more than 750 years of history. Or strolling through the streets of Chamonix-Mont-Blanc, where Belle Époque palaces stand alongside Art Deco façades, traditional farmhouses, elegant townhouses and classic Alpine chalets. Likewise, Megève’s distinctive architectural identity, established in the late 1920s, remains deeply embedded in its character. Wide overhanging roofs, dark timber, natural stone and a harmonious integration with the Alpine landscape define a style of understated elegance that has become an enduring hallmark of the resort.

Among Cortina’s major institutions is the “Mario Rimoldi” Museum of Modern Art, which houses one of the most significant private collections of 20th-century Italian art, not to mention its open-air museum dedicated to World War I, the largest of its kind. The Crans-Montana Biennale, also a true open-air art gallery, offers immersive experiences accessible to all, featuring contemporary works on permanent or temporary display. Davos Klosters’ rich cultural heritage is perhaps best embodied by two extraordinary artists. Expressionist painter Ernst Ludwig Kirchner immortalized the resort in his canvases, while Thomas Mann found his own “Magic Mountain” on the Schatzalp, where he drew the inspiration that would lead to his international acclaim.

In Courmayeur, the immersive journey takes place on the Skyway Monte Bianco, a technological and engineering marvel inaugurated in 2015 and designed with a decidedly futuristic vision, breaking away from the traditional architecture of such structures: in fact, the goal was not to simply build another cable car, but to offer the experience of a 360° ascent.

The Best of the Alps resorts, nestled amid spectacular scenery—which has earned Cortina a UNESCO designation—set an example in terms of environmental preservation: “Sustainability will increasingly shape our offerings and guide our strategies in the future,” says Grégoire Matthey, head of marketing and events at Crans-Montana. When it comes to snowmaking, these high-end Alpine resorts are moving away from a policy of expansion towards a more targeted approach focused on securing key areas: producing less snow, but doing so more efficiently, in strategic locations, with tighter management of water, energy and weather windows. Energy efficiency also depends, naturally, on more sustainable mobility, including electric vehicle fleets, free shuttle services, traffic management measures and restrictions on car access to resort centers.

More broadly, there is growing investment in climate protection projects. In St. Anton, the town has joined the Klar program for climate change adaptation and has achieved energy self-sufficiency through environmentally friendly electricity, with 100% of its power generated from domestic hydropower.

Similarly, Lech Zürs am Arlberg can take pride in powering all of its ski lifts and mountain restaurants with 100% domestically generated hydroelectricity. An ambitious project is underway in Crans-Montana: a wastewater turbine system, developed in partnership with OIKEN and the Association for Wastewater Treatment in Sierre and the Surrounding Area, which is expected to produce 1,900 MWh of local renewable energy per year—enough to power 440 households.

Megève, which holds the Flocon Vert label—a benchmark for responsible mountain tourism—is not to be outdone: a hydroelectric turbine to heat the Palais des Sports and the swimming pool, solar panels, and an eco-responsible procurement policy. On the other side of the Alps, in Courmayeur—where trail traffic is managed using digital platforms and data analysis tools—a unique environmental conservation initiative was launched in 2023: the Digital Mountain Library, a comprehensive online platform digitizing more than 3,100 volumes related to the Alpine world to preserve and share this knowledge.

In addition to leveraging technology, we also know how to draw on ancient traditions: in Cortina, the Regole d’Ampezzo—a pre-Roman system of co-ownership and collective land management—continues to actively protect the landscape from real estate speculation to this day.

This commitment to sustainability also extends to tackling overtourism. Faced with growing visitor numbers at some of its most iconic natural sites, Chamonix-Mont-Blanc is exploring new visitor management tools to help protect its most fragile environments. The first site concerned is the highly popular Lac Blanc, where access could, from next summer, be subject to a reservation system inspired by the one introduced in the Calanques National Park near Marseille.

Innovation and boldness have always been at the heart of Best of the Alps’ mindset and priorities; throughout its short history, the organization has successfully maintained a balance between tradition and modernity. This is embodied in cutting-edge leadership through ambitious projects that define the major directions for the future. At the heart of Best of the Alps lies a widespread commitment to strengthening its multi-seasonal appeal, a commitment that finds significant resonance in Cortina and its project to structurally transform the destination itself—namely, to evolve from a traditional mountain resort into a true multi-seasonal, boutique, and sustainable mountain resort destination.

This systemic approach is built around several interdependent pillars: a renewed international positioning strategy, the optimization of the Olympic legacy, a new governance model involving private-sector stakeholders, greater product diversification and year-round tourism, together with the digitalization and marketing of the destination’s offer.

Along similar lines, Lech Zürs am Arlberg is investing in internationally acclaimed projects such as the Lech Mountain Mirror, an installation designed by the world-renowned Norwegian architectural practice Snøhetta that combines architecture, landscape and reflections to create a unique Alpine experience. The resort also plans to develop further landscape-integrated art installations as a way of extending its tourism seasons.

Crans-Montana is in the midst of an ambitious transformation of its hospitality sector, with around thirty hotels being renovated or redeveloped. A symbol of this move upmarket is the new Fendi-branded private residences, set to rise on the site of the former Alpina Savoy Hotel.

Meanwhile, Chamonix-Mont-Blanc has embarked on what is undoubtedly the project of the decade: the complete reconstruction of the Grands Montets ski area’s lifts and infrastructure, designed by Renzo Piano, following the devastating fire of 2018. The iconic site is being thoughtfully reimagined through a comprehensive redevelopment that respects the protected Mont Blanc landscape. The project includes two state-of-the-art Doppelmayr lift systems and striking new lift stations inspired by nature and the crystalline forms of the mountains. A fitting symbol of the dialogue between innovation and tradition, it is designed to leave a lasting legacy for future generations.

An Inspiring Model That Transcends Borders

According to Josep Ejarque, director of Cortina Marketing, “Membership in Best of the Alps goes far beyond marketing. It is an essential platform for exchanging ideas and expertise, enabling destinations to tackle today’s key challenges, from climate change and visitor management to sustainable mobility. Today, Alpine destinations have a responsibility to show that development and conservation can go hand in hand, without compromising the natural and cultural resources that are their greatest asset.”

“One of our key objectives at our convention in New York on 23 September 2026 is to strengthen the understanding of Best of the Alps as the gateway to the traditional Alpine experience,” explains its President, Nicolas Durochat. “Our ambition is not only to raise the profile of Best of the Alps, but also to deepen our relationships with the leading players in the U.S. travel industry. Ultimately, we want to inspire the sector in every respect, so that we are recognized not only as Best of the Alps, but also as the Best Practices of the Alps.”