The GlarnerlandPass combines the registration system, guest card and travel guide in an integrated system and links tourism, culture and trade on a common platform. It is being implemented as part of the realignment of tourism, which began with the merger of all organisations in 2024. Under the new umbrella brand “Glarnerland”, an overall Alpine experience with a strong regional identity is being created just outside Zurich, which will be digitally visible, combinable and bookable.
Guest centricity and digital proximity
The application accompanies the guest along the entire customer journey and enables interactive communication in real time. Not only overnight guests are taken into account, but also day guests, second home owners and locals. For guests staying overnight, public transport throughout the canton is included in the pass. A strong signal for sustainable mobility.
Added value through local networking
Tourism companies, businesses and cultural institutions are actively involved. A common understanding of digital processes is created in workshops and focus groups, new products are developed and additional sales channels are opened up. This close collaboration strengthens the regional economy and creates real added value in the Glarus region.
Sustainable management and modern technology
The platform allows flexible management of visitor flows and provides valuable impetus for sustainable destination development through the data collected. Technologically, the system is based on proven, modular solutions from leading destinations and utilises the connection to discover.swiss.
Visibility through ESAF 2025
The Swiss Wrestling and Alpine Festival 2025 offers an ideal opportunity to present the pass to a wide audience. The combination of Alpine authenticity, digital innovation and an integrative location strategy makes the project a showcase for the future of tourism.