Swiss resorts such as Crans-Montana and Gstaad have become prominent destinations during the winter months, drawing visitors not only for skiing but also for vibrant art events. The breathtaking landscapes and luxurious offerings have transformed these towns, eleving their status as tourist magnets.
The Vision Art Festival (VAF) began with what some would call an epiphany. Gregory Pages, the festival's founder, recalls skiing at Crans-Montana back in 2014, nearing the unappealing concrete structure at the lift station. "I don’t know why it happened. I mean, obviously, I’d done the same trip a thousand times before, but on this day, I noticed how gross the building was," he says, signaling the beginnings of the VAF. This inspiration struck during the beauty of winter with the sun gleaming over the snow-covered slopes.
Launched officially during the summer of 2015, the VAF challenges artists to showcase their creativity against the stunning backdrop of the Alps, providing yearly opportunities for over 160 artists to exhibit their works. Each July, these creative minds descend on the streets, car parks, and mountaintops of Crans-Montana to breathe life to their creations, turning the town itself effectively—and beautifully—into one massive open-air gallery.
According to Pages, the icy terrain poses unique challenges for artists: "The most remote piece is located an hour’s hike from the end of the road. Every morning, we would do a checklist of what the artist needed because if you forgot something, you were in trouble." He admits there can be fears among artists working alone high up, but the thrill of creating amid nature often outweighs their reservations.
Each year, as many as 400 artists express their desire to participate, showcasing everything from enormous owls to colorful cats. The festival does not limit talent solely to internationally renowned names; Pages emphasizes the inclusion of local Swiss artists to invigorate the community's art scene. "We try to get a mix of talent so we make the Vision Art Fund a platform for everyone," he explains.
Besides bringing joy to tourists, the festival positively impacts the local communities, particularly youth engagement. Pages involved nearly 1,000 school children with artists during the past year's events, allowing the youngsters to express their creativity without the artist touching the brush. This innovative collaboration produced numerous artworks, uniting the community around public art.
The collection of installations can be explored year-round, thanks to the Vision Art Fund's interactive street art map—available to anyone wishing to enjoy the vast array of creative expression. Gstaad is also embracing winter wonder, though it takes on a different character altogether. Renowned for its understated glamour, this picturesque village has long been the playground of the rich and famous.
Every winter, celebrities flock to Gstaad, from Bollywood star Kareena Kapoor and her husband Saif Ali Khan to Hollywood actors like Leonardo DiCaprio. Together, they bask amid opulent hotels, gourmet restaurants, and outstanding views of the snowy peaks. While Gstaad offers adventure—skiing, tobogganing, and more—it also allows for relaxation, with charming chalets and ski resorts creating an atmosphere of tranquility.
The Gstaad Palace, famed for its luxurious status, has drawn VIP guests year after year, matching the beauty of the Alps with hospitality. With its ski areas, boutiques, and the renowned Swiss boarding school, Institut le Rosey, Gstaad attracts diverse clientele willing to pay the hefty price tag; tuition for the school sits at around 108,900 Swiss francs per year.
Gstaad offers more than just luxury; it also features winter activities for everyone. It accommodates ski runs for every skill level, cross-country trails, and even igloo villages to experience the snowy wonderland.
By combining the magic of art with the thrill of winter tourism, Crans-Montana and Gstaad exemplify the unique allure of the Swiss Alps. Each town captures the essence of what winter skiing should entail, from adventure and artistic expression to glamour and beauty—all enticing tourism, commerce, and community engagement.