Arosa Details Bear Project - Between Vision and Reality

“The idea of a large, walk-in bear is not just a joke. It reflects our ambition to think in new ways and create extraordinary experiences. We are well aware that implementing a project of this scale is associated with significant challenges,” says Marc Gooch, Head of Marketing & Communication at Arosa Tourismus.

The response to the project has shown that the topic has generated interest. In light of this, Arosa Tourismus is currently examining the next steps. These include initial assessments regarding feasibility, location, framework conditions, as well as potential procedures related to a building application.

Even if the realization of a structure of this magnitude currently seems unlikely, the approach aligns with the destination’s strategic direction: to act boldly and deliberately initiate new, sometimes unconventional ideas.

The vision is directly linked to the Arosa Bear Land, which has established itself as a central component of the tourist offering. The bear symbolizes the destination’s development and positioning.

“Even Arosa Bear Land originally emerged from a spontaneous, not thoroughly developed idea – and it became a reality. Such visions require courage, discussion, and sometimes an unconventional beginning,” says Pascal Jenny, President of the Arosa Bear Foundation and Arosa Tourismus.

This development exemplifies that large projects in Arosa can also originate from unusual ideas. Arosa Tourismus sees the April Fool’s joke not as mere staging but as a catalyst for new perspectives in tourism development.

Editor's note: Image rights belong to the respective publisher. Image rights: Arosa Tourismus