Crans-Montana tourism body expects stable summer bookings six months after deadly New Year’s bar fire

The fire and its immediate aftermath

On 1 January 2026, a fire at the Le Constellation bar in the Swiss ski resort of Crans-Montana killed 41 people and injured 115. The disaster prompted Crans-Montana Tourisme & Congrès (CMTC) to halt all advertising. "At the beginning of the year, out of respect for the victims and their families, we voluntarily suspended all our promotional activities," CMTC director Bruno Huggler told Keystone-SDA.

A cautious communication restart

In the weeks that followed, the resort began to reactivate its marketing, but with great restraint. "The communication was gradually restarted, with a lot of sensitivity. Today, we mainly highlight the beauty of our destination: its mountains, lakes, forests and landscapes," Huggler explained.

Today, we mainly highlight the beauty of our destination: its mountains, lakes, forests and landscapes.

The shift puts nature at the centre, moving away from event-driven promotion and avoiding references to the tragedy.

Winning back trust in Italy and France

CMTC also adapted its strategy in Italy and France, the two foreign markets most heavily exposed to the fire's media coverage. In May 2026, Huggler and his team met around 30 travel, leisure and lifestyle journalists in Milan. The exchange was "very positive" and confirmed that interest in Crans-Montana remains strong in Italy.

Personal stories and community voice

Another element of the new approach is a focus on the people behind the destination. The CMTC gave a platform to residents, guests, entrepreneurs, athletes and brand ambassadors. "We chose to give voice to the people who make Crans-Montana live," Huggler said. "Their stories, their attachment and their authenticity best reflect the identity of Crans-Montana."

We chose to give voice to the people who make Crans-Montana live. Their stories, their attachment and their authenticity best reflect the identity of Crans-Montana.

Positive signals and cautious outlook

Beyond messaging, Huggler pointed to concrete investments. A hotel is being upgraded from three to five stars and a new four-star hotel is set to open. "Several projects are currently in the pipeline. Over the next five years, Crans-Montana will significantly increase its accommodation capacity," he said. Despite a stable summer and autumn outlook, Huggler noted that geopolitical tensions, the strong Swiss franc and consumer caution remain headwinds, particularly for guests from the Middle East. "With time, the resort will be known again more as a holiday destination than for the events at the beginning of the year," he added.

With time, the resort will be known again more as a holiday destination than for the events at the beginning of the year.