Arosa Bear Sanctuary

A future-defining project for an entire mountain region

Initial Situation

Opposition to the project

Global climate change is a threat to winter tourism in alpine regions – at the same time it opens up new opportunities for the summer season (sun seekers). Responding to this challenge, Arosa decided to invest in the creation of an umbrella brand (Arosa Bear) and in a beacon project for the summer season (Arosa Bear Sanctuary).

The idea met with opposition amongst the local population. A vote on the issue at an assembly of the local population in July 2011 rejected the proposal. Fears that the beautiful alpine landscape would be disfigured by the creation of a “Bear Disneyland” and concerns about costs were too powerful.

Project Profile

Bears

Hectares Bear World

Approach

New strategy and financing model

The first steps were to develop a new overall concept and to find a new location. An animal sanctuary, “Vier Pfoten / Four Paws”, met both requirements. Under the banner “innovative tourism meets sustainable animal well-being” the Arosa Bear Sanctuary became a “Re-naturalisation Centre” for dancing bears rescued by the “Vier Pfoten / Four Paws” charity.

Additionally, a new fundraising model was implemented. This was so successful that the entire construction costs and a guarantee – protection against operating losses – was financed by third parties (private and institutional investors, public funding and private donations).

Achievements

All expectations surpassed

The new concept for “Arosa Bear Sanctuary” was approved by a resounding 80% of the population at a vote in November 2016 and it was launched in August 2018. Visitor numbers have consistently exceeded even the most optimistic forecasts. The local mountain railways have seen significant growth in passenger numbers.

The village itself has been gripped by “bear fever” (bear bread, bear souvenirs, bear hotel rooms etc). Arosa Bear Sanctuary has also won several prestigious tourism awards. The range of services has been extended to include Bear Minigolf, a Bear Playground, Honey Country and a Bear Adventure Path.

Pascal Jenny

Director of Tourism,
Arosa Tourism

«Generis successfully and committedly took on central roles in the area of strategy development, stakeholder management, fundraising and project controlling in the realization of the Arosa Bear Sanctuary. Thanks for the great cooperation!»