Zermatt, with Europe's highest ski slopes open year round, has announced plans to invest over a billion Swiss Francs (CHF1.2bn = £835 million) on improvements over the next decade.
Exactly when and where the money will be spent has not been fully detailed so far, but key initiatives within the overall 'Strategy 2018' include 'expansion' of the resort's summer skiing business which, along with Hintertux in Austria, is one of only two resorts worldwide that operates 365 days a year for snow sports. Zermatt's glacier is shrinking but the resort invested heavily in an all-weather snowmaking system which can make snow in positive temperatures, one of only two such systems operating worldwide.
Initial reports also mention the creation of a World Cup ski run, creating a 'spectacular ski jump run' over the Gornergratbahn tunnel and "strengthening and securing its heliski business."
There will also be investment in year-round non-snowsports facilities including a planned 'stellarium' and observatory on the Gornergrat. The existing sports facilities will be improved and made available for indoor and outdoor use and a medium-sized events centre added and there'll be investment in more accommodation options.
"Large and long-term investments secure our competitiveness," said Daniel Luggen, director of Zermatt Tourismus, who stressed that the secret of the success was everyone in the resort working together for the success of Zermatt.