by High in the Swiss Alps lies the town of Saint Moritz, a place now synonymous with luxury ski resorts, glamorous events, and elite social gatherings. Yet, before it became an international mecca for winter sports, Saint Moritz was a modest summer destination known for its clear mountain air and mineral springs. The transformation into a world-renowned hub of cold-weather recreation did not happen by chance. It began with a bold 19th-century wager, the vision of an enterprising hotelier, and an alpine climate that proved surprisingly welcoming—even in the depths of winter. This article explores the advent of winter tourism in Saint Moritz, examining how a single pioneering moment laid the foundations for what is now one of the most iconic winter resorts on the planet.
1. Saint Moritz Before Winter Tourism
1.1 A Summer Haven
Long before winter sports became associated with Saint Moritz, the Engadin Valley served as a retreat for health-conscious visitors in search of fresh air, scenic beauty, and mild summer temperatures. The village’s natural mineral springs, known for their therapeutic properties, drew European nobility and artists alike during the warmer months. While the tranquil lakes and mountain paths certainly held year-round beauty, the notion of spending a holiday here in the midst of a harsh Alpine winter seemed outlandish to most travelers of the time.
1.2 The Landscape and Local Life
Situated at approximately 1,800 meters (5,900 feet) above sea level, Saint Moritz is nestled amid towering peaks, glacial lakes, and forests that change dramatically with the seasons. Winters were long, and the region was often cut off by heavy snowfall. Locals had long adapted to these conditions through agriculture, livestock, and small-scale trade. Their daily routines revolved around surviving and making the most of short summers for farming. Very few could have imagined that the snow blanketing their fields and rooftops would eventually become the town’s greatest asset.
2. The Bold Bet: Johannes Badrutt’s Vision
2.1 Enter Johannes Badrutt
The story of winter tourism in Saint Moritz hinges on the entrepreneurial spirit of Johannes Badrutt, a hotelier who took over his family’s business in the mid-19th century. At that time, he managed the Hotel Faller—later renamed the Hotel Beau Rivage and eventually the Kulm Hotel. Recognizing the potential beyond the short summer season, Badrutt hatched an audacious plan to attract guests year-round.
2.2 The 1864 Wager
As legend has it, in the autumn of 1864, Badrutt hosted a group of English summer visitors who were about to depart for home. These guests frequently lamented the dreary British winters, so Badrutt made them an extraordinary proposition:
“Come back for a winter stay in Saint Moritz. If you don’t enjoy sunny days and beautiful conditions, I will pay for your travel expenses. But if you do find it pleasant, you stay as my guests.”
Captivated by his confidence—and enticed by the possibility of a risk-free adventure—the English travelers agreed. To their astonishment, upon returning in December, they found crisp air, blue skies, and sparkling snow under ample Alpine sunshine. Not only did they revel in the natural scenery, but they discovered a kind of serenity and adventure that winter had never offered them at home. They stayed through Christmas and into the New Year, sharing stories of this magical winter wonderland upon returning to England. Word spread quickly through social circles, effectively heralding Saint Moritz as a novel winter retreat.
2.3 The Wider Impact
This gamble laid the groundwork for what might be considered the birth of winter tourism in the Alps. Badrutt’s success story soon circulated in British and Swiss newspapers, sparking curiosity among international travelers. Over the following years, more visitors arrived, intrigued by the promise of sun, snow, and a healthier winter environment. Hotels in Saint Moritz, and eventually in other Alpine towns, started extending their operating seasons, transforming winter from a dormant period to a bustling influx of guests eager for a “white” holiday.
3. The Growth of Winter Sports and Activities
3.1 Early Pastimes on Snow
In the late 19th century, visitors to Saint Moritz initially spent their winter days in simple pursuits: sledding, skating on frozen lakes, and taking scenic strolls in the snow. However, it was not long before more adventurous activities emerged. The region saw the introduction of skeleton and toboggan runs on the now-famed Cresta Run, constructed in 1884, which quickly became a playground for adrenaline-seeking Brits. Skating evolved into more than just leisure, with ice hockey and bandy tournaments drawing enthusiastic participants and onlookers.
As winter culture took root, local businesses began catering specifically to cold-weather interests. Sled manufacturers, bootmakers, and tailors producing warm but fashionable garments flourished. Tobogganing races, ice carnivals, and other winter festivities sprang up, adding a festive spirit to the valley’s snowy backdrop.
3.2 Skiing Takes Center Stage
Despite the fact that Scandinavian countries had been skiing for centuries, the sport was relatively unknown in the Swiss Alps until the late 19th and early 20th centuries. Initially, some visitors experimented with rudimentary wooden skis imported from Norway, using them to navigate the snowy slopes. By the early 1900s, Saint Moritz’s reputation for being a winter playground prompted pioneering skiers from across Europe to converge on the town. Ski schools and clubs formed, instructors were trained, and specific ski slopes were designated for enthusiasts.
The snow-sure climate and abundant terrain around Saint Moritz accelerated skiing’s growth. By the 1920s and 1930s, the locale was a mecca for international ski enthusiasts—making it a leading destination alongside emerging Swiss ski centers like Davos and Zermatt.
4. Building Infrastructure for Winter Guests
4.1 Hotels Transition to Year-Round Operations
When winter tourism first began in earnest, local hoteliers had to adapt quickly. Heating systems were upgraded or installed, windows were insulated, and staff training extended beyond the typical summer season. The Kulm Hotel, central to Badrutt’s success story, expanded its offerings to cater to winter guests, providing curated winter activities, communal lounges with roaring fireplaces, and comfortable spaces to socialize after a day out in the snow.
Other hotels soon followed suit, such as the now-iconic Badrutt’s Palace, opening in 1896. Caspar Badrutt (Johannes’s son) continued his father’s legacy, incorporating luxurious amenities and pioneering the concept of “alpine hospitality” that would become a hallmark of Saint Moritz.
4.2 Transportation Links
A critical factor in Saint Moritz’s growth as a winter destination was improved accessibility. The Rhaetian Railway extended deeper into the Engadin Valley in the early 20th century, with lines connecting Saint Moritz to Chur (and thus to Zurich and beyond). Steamboat and carriage services from earlier decades paved the way for more reliable, cold-weather-friendly transport, encouraging visitors to brave the journey through snowy mountain passes.
Additionally, more roads were built or upgraded to handle year-round traffic, although winter driving in the Alps remained challenging. Over time, bus services were launched to shuttle guests from train stations to hotels and ski areas. This connectivity not only facilitated tourist arrivals but also allowed for the transport of goods necessary to sustain winter infrastructure—such as fuel, food, and equipment.
4.3 Sporting Facilities and Innovations
By the 1920s, Saint Moritz was at the forefront of winter sports infrastructure:
- The Cresta Run: A dedicated ice track where skeleton racing (head-first sledding) became an institution, especially among British thrill-seekers.
- Olympic Bob Run: Constructed for the 1928 Winter Olympics (and still in use today), it showcased cutting-edge track design for bobsleigh events.
- Ski Lifts: Some early mechanical lifts—like rope tows and T-bars—were introduced in the region by the 1930s, though comprehensive cable car networks would flourish post-World War II.
These innovations demonstrated the town’s commitment to evolving alongside global winter sports trends and helped cement Saint Moritz’s status as a pinnacle of alpine recreation.
5. Hosting the World: The 1928 and 1948 Winter Olympics
5.1 The 1928 Games
One of the most significant milestones in Saint Moritz’s winter tourism history was hosting the 1928 Winter Olympics, the second official Winter Games ever held. Switzerland’s neutral stance in World War I and the town’s blossoming reputation for winter sports excellence made Saint Moritz a fitting choice. Though the event faced challenges like unseasonably warm weather—resulting in melting ice surfaces—these Olympics introduced the destination to a global audience. Athletes competed in ice hockey, bobsleigh, skeleton, figure skating, and speed skating, while spectators marveled at the region’s topographical beauty.
5.2 The 1948 Games
Saint Moritz’s next major global spotlight arrived two decades later with the 1948 Winter Olympics, known as the “Games of Renewal.” They were the first Winter Olympics after World War II, symbolizing a return to peace and international camaraderie. Once again, Saint Moritz rose to the occasion, leveraging its existing facilities while making modest enhancements. Despite postwar resource constraints, the Games proved a triumphant success. Thousands of visitors witnessed sports history unfold amidst the Engadin’s snowy peaks.
This second Olympic hosting further solidified Saint Moritz’s status as a world-class winter destination, encouraging continued development of hotels, restaurants, and leisure facilities that would serve tourists far beyond Olympic fortnights.
6. Socioeconomic Transformations
6.1 Year-Round Tourism Economy
From the mid-20th century onward, Saint Moritz’s economy diversified. While winter remains a peak season, the seeds of year-round tourism had been sown by the Badrutt bet. Now, instead of lying dormant in the colder months, local businesses thrived as winter travelers arrived from Britain, Germany, Italy, and eventually the United States and Asia. The influx of foreign visitors injected capital into the Engadin region, prompting improvements in public services, cultural offerings, and the hospitality sector.
Alongside tourism, new professions emerged—ski instructors, specialized winter guides, bobsleigh run workers, and seasonal hotel staff. Entire families shifted their livelihoods from primarily agricultural pursuits to tourism and services. Over time, Saint Moritz’s global brand proved resilient, with prosperous winters balancing out the quieter shoulder seasons.
6.2 Influence on Alpine Ski Culture
The success of winter tourism in Saint Moritz rippled throughout the Alps. Neighboring Swiss towns—and soon Austrian, French, and Italian resorts—recognized the potential of developing winter sports markets. Pioneering ski instructors from Saint Moritz traveled across Europe and even to North America, influencing the spread of alpine skiing techniques and chalet-style hospitality. In effect, Saint Moritz’s brand of glamorous yet deeply authentic winter travel became a template for other resorts attempting to capture the same magic.
7. Cultural and Social Impact
7.1 Emergence of Winter Social Scenes
As winter tourism flourished, a distinct social culture emerged, epitomized by cocktail soirées, lavish galas, and exclusive clubs in plush hotel lounges. Over time, luminaries such as Alfred Hitchcock, Audrey Hepburn, Gunter Sachs, and royal families of Europe frequented Saint Moritz, turning it into a playground for the rich and famous. The concept of an alpine “high society” in winter took root, merging sport, luxury, and social networking like never before.
7.2 Annual Events and Festivities
To sustain tourism momentum, local organizers introduced a series of winter events that continue to shape Saint Moritz’s calendar:
- White Turf Horse Races on the frozen Lake Saint Moritz, attracting equestrian enthusiasts and gamblers.
- Snow Polo World Cup, an innovative adaptation of polo to snowy surfaces, drawing jet-set crowds.
- Winter Jazz Festival and seasonal markets that celebrate arts, music, and local crafts.
Such festivities build on Johannes Badrutt’s original ethos of offering something beyond mere accommodations—giving visitors reasons to gather, be entertained, and immerse themselves in the communal spirit of a winter resort.
8. Modern-Day Legacy and Reflection
8.1 Preserving Heritage While Innovating
Even as Saint Moritz evolves with modern ski lifts, world-class spas, and cutting-edge hospitality, the town remains mindful of its pioneering heritage. Hotels like the Kulm and Badrutt’s Palace carefully preserve their Victorian or Belle Époque architecture, paying homage to the earliest days of winter tourism. Seasonal celebrations sometimes reenact the famed 1864 wager, underscoring how a single act of visionary hospitality changed the trajectory of an entire region.
8.2 Challenges and Sustainability
Today, Saint Moritz grapples with contemporary challenges, including the impacts of climate change on snow reliability, increasing competition from global ski resorts, and the desire to maintain authenticity amid rising commercialism. The winter tourism model that Johannes Badrutt initiated must adapt, focusing on eco-friendly infrastructure, efficient resource use, and diversifying beyond skiing alone. Summer tourism, wellness offerings, cultural festivals, and year-round events continue to bolster Saint Moritz’s economy, ensuring it isn’t solely reliant on heavy snowfall.
9. Conclusion
The advent of winter tourism in Saint Moritz represents a pioneering moment in global travel history—one that forever altered the perception of how and when people could enjoy the mountains. Johannes Badrutt’s audacious wager in the mid-19th century opened doors to winter sports innovation, propelled local infrastructure expansion, and created new socioeconomic opportunities for an alpine community once dormant in the colder months. By hosting milestone events like the 1928 and 1948 Winter Olympics, Saint Moritz cemented its reputation as a cradle of winter sports.
Today, the legacy endures in every snow-groomed slope, frozen lake event, and bustling hotel lounge. Locals and visitors continue to celebrate an ethos of alpine hospitality forged over a century and a half ago—an ethos that marries adventure, relaxation, and culture under the spell of crisp mountain air and endless sunshine. In a world where winter destinations abound, Saint Moritz stands as the original—a place where one man’s vision of a snowy holiday ignited a global phenomenon that shows no sign of fading, even as it evolves for the next generation of adventurers.
