SI: Alta Badia is a hotspot of the mountain summer. When did this development begin?

Heinz Canins: With 300 days of sunshine in the year and the UNESCO World Heritage Site of the Dolomites, our region actually offers ideal conditions for the mountain summer. However, until 2006, we made too little use of this potential.

There were few attractions, only single tickets and the opening hours were very short. For example, we had extremely long lunch breaks on the cable cars.

The result: in the summer of 2005, we achieved only 3.5 percent of annual turnover and we were a long way from economically stable year-round operation that would be attractive to employees.

So what action did you take?

For a start, we introduced a standard ticket for Alta Badia, the “Alta Badia Mountain Pass”. Days off and lunch breaks at the facilities were dropped and marketing was increased, which we had not done at all until then.

Skicarosello Corvara, which operates the systems connecting La Villa – S.Cassiano – Corvara – Pralongiá, is currently investing 400,000 euros in internal marketing for the “Movimënt” provision, of which 50 percent falls to the summer and 50 percent to the winter. Creation of the first attractions on the mountain began in 2010.

Can you give examples here?

We started with Kneipp installations as well as water games for children and we expanded the range in subsequent years. Hiking is a major pillar. The hiking trails were therefore extended and improved, and themed trails were created. Furthermore, we increasingly counted on biking, including with the separation of
bikers from pedestrians.

The Sellaronda Mountainbike Tour is becoming increasingly important; this was developed in collaboration between the four valleys around the Sellastock and has become more attractive as a result of the “Dolomiti Super Summer” ticket.

But the centrepiece for the family holiday must surely be the Movimënt leisure parks.

The attractions on the high plateau of Alta Badia are indeed intended for the whole family. For children, we have set up climbing walls, zip lines, giant trampolines and grottos. For grown-ups, the Movimënt leisure parks serve as a fitness studio and wellness centre.

Sports facilities and equipment, Kneipp basins as well as trails for jogging and Nordic walking make the site at 2,000 metres a very special outdoor experience. Moreover, children and adults can familiarise themselves more with the wildlife of the Dolomites at Spaghettino Park and SummerParc La Crusc.

Have the massive investments paid off?

In the last ten years, the number of passengers transported increased by around 33 percent to the present 472,500 summer holidaymakers. As a mountain railway, we now generate 7.5 percent of annual turnover in the summer.

On top days, we record 7,000 guests and have 13 lift systems in operation. Our many events, such as the Saus Dl Altonn autumn food festival, play a major role here.

Which steps do you want to take?

We must continue carefully to expand our range: we don’t want to be another Gardaland. Moreover, we must encourage our hoteliers to ensure even stronger
communication of our attractions on the mountain.

Not least, this year, we want to promote our cable car as an overground means of transport for the region. Guests and locals have no need to travel by car to the next village if they can also get there by cable car.