A portrait of St. MoritzA true holiday classic
St. Moritz is one of the most famous holiday destinations in the world, was twice host city for the Winter Olympics, and belongs to a UNESCO World Heritage site. Its name is a trademark and synonymous worldwide with style, elegance and class.
Some places on earth are simply unlike anywhere else. The mere mention of their name is strangely compelling and brings to mind all manner of stunning imagery. St. Moritz is one such place. And, that's not just because this is where James Bond dashed down the ski slopes in «The Spy Who Loved Me». For it was here, 1,856 metres above sea level, in the heart of the spectacular Upper Engadin lakes district, that the notion of winter holidays and present-day winter sports were born, and where Olympic Winter Games were held on two occasions. The first electric light, the first skiing school, and Switzerland's first electric tram are among the pioneering feats in St. Moritz's long list of achievements. And yet: St. Moritz originally rose to prominence due its mineral springs, which have been attracting visitors for more than 3,000 years, and lay the foundation for its spa tradition.
Its very own airport and world-famous express trains
Today, St. Moritz is the number one alpine holiday destination. The sun-kissed Alpine metropolis on the south-facing flank of the Alps boasts an airport, the Engadin Airport, and it is the terminus of both the Glacier Express and the Bernina Express – two names that stand for quintessential classic train travelling. When UNESCO bestowed the accolade of World Heritage Site on the Rhaetian Railway's Albula and Bernina train lines in 2008, St. Moritz became the only destination in the world to unite both the Olympic Games and the UNESCO labels.
Grand hotels and star-rated restaurants
St. Moritz is well known for its grand hotels and high-end gastronomy: Set in a privileged position over Lake St. Moritz, the Badrutt's Palace Hotel is, possibly, the most famous hotel in the Alps and no doubt an icon of St. Moritz's league of five-star hotels. The Kulm Hotel St. Moritz can even claim to be the inventor of winter holidays. Numerous other luxury and first-class hotels have been shaping the image of St. Moritz for decades. Award-winning restaurants top it all off – the valley at an altitude of 1,856 metres amasses so many Gault Millau points that «haute cuisine» gets a whole new meaning.
Outstanding leisure and sporting activities
The Via Serlas is to St. Moritz what the Rodeo Drive is to Los Angeles. Just a bit more condensed. High-end art galleries round off the exclusive shopping opportunities in the town centre. The Segantini Museum is internationally renown, and the St. Moritz Casino caters for entertainment late into the night. Those inclined to be sporty will be thrilled by the Olympic Bob Run St. Moritz–Celerina and the Cresta Run, two legendary bobsleigh and skeleton institutions. Top events on the frozen Lake St. Moritz such as the White Turf horse races and the Snow Polo World Cup are just as legendary. They have long become the extravagant social highlights in St. Moritz's remarkable calendar of events that so far counted five Alpine World Ski Championships.
The St. Moritz sun logo and lettering have been used to promote the world's most famous winter holiday destination for over 80 years. They replaced the previous snow bunny logo in 1930, making them the oldest tourism trademarks still in use today. Four versions of the sun logo were registered as early as 1937, while the St. Moritz lettering was registered in 1986 – making it the first geographical location in the world to be trademarked.