Martina Hollenstein Stadler becomes Sustainability Officer at GRF

Graubünden Ferien wants to take a leading role in more sustainable tourism development, complementing the efforts of the destinations and service providers. The canton's tourism marketing organization sees itself as a coordinator, mediator and communicator for Graubünden tourism. With the newly created project position sustainability at GRF as of 2023, the existing efforts in tourism are to be strengthened and the services jointly developed further. Sustainable projects are implemented in cooperation with partners.

GRF was able to recruit Martina Hollenstein Stadler to fill the staff position, which is located directly under the CEO. The former director of Tourism Engadin Scuol Samnaun Val Müstair has in the recent past strongly supported sustainability efforts in Graubünden tourism, including the TourCert certification of Engadin Samnaun Val Müstair as a sustainable destination. The publication of the handbook "Sustainability in Swiss Tourism Destinations" in cooperation with the ZHAW also took place during her term of office as tourism director. 

The 35-year-old with a Bachelor of Science in Tourism will start work at the GRF office in Chur in July 2023. "I am a tourism expert with heart and soul and enthusiastic about the diverse natural and cultural landscape of the mountain regions," says Martina Hollenstein Stadler. In her new role, she will be able to help secure resources and tourism value creation for the whole of Graubünden in the long term.

As Senior Manager Sustainability at GRF, she will support and coordinate the sustainability efforts of tourism stakeholders in the canton. It is also important to leverage current efforts at the national level for Graubünden tourism. New sustainable experiences in Graubünden are to be developed and existing offers made even more visible to guests. Until Martina Hollenstein Stadler takes up her position, an internal GRF working group headed by the CEO will continue the development.