A New ChapterFor Best of The Alps

Best of the Alps enters a new chapter

In 2026, Best of the Alps entered a new phase in its development, with a renewed organisation designed to strengthen collaboration between its nine destinations and support the association’s future ambitions.

For 30 years, Best of the Alps has brought together nine of Europe’s most renowned mountain destinations across France, Italy, Switzerland and Austria. While each has its own identity, history and culture, they share a common ambition: promoting the excellence of the Alpine experience and working together to address the challenges and opportunities facing mountain tourism.

In 2026, the association introduced a new organisational model. Its objective is to encourage greater involvement from member destinations while providing a structured framework for developing and implementing shared initiatives. Alongside its governance bodies, dedicated committees now bring together representatives from the destinations around key areas including branding, digital development, sales and editorial content. This collaborative approach allows members to contribute their expertise, exchange perspectives and play an active role in shaping Best of the Alps’ projects.

To support this new organisation, Best of the Alps has appointed Sia to assist the association with its day-to-day coordination and the implementation of its marketing and communication roadmap. Working closely with the Board, the committees and representatives of the nine destinations, the team provides continuity between strategic decisions and their operational delivery.

This new chapter has already led to several major initiatives, including a renewed brand identity, a redesigned digital ecosystem, new editorial content and international actions aimed at strengthening the visibility of Best of the Alps and its destinations.

Beyond these projects, the new organisation reflects a broader ambition: to make Best of the Alps an even stronger platform for cooperation, knowledge sharing and collective action.

Nine destinations, four countries and one shared vision: working together to shape the future of Alpine tourism.