A New Era for Switzerland’s Premier Cultural and Sporting Platforms

The rebranding reflects the association’s ambition to further strengthen the international visibility of Switzerland’s most distinguished cultural and sporting events and to position them under a shared seal of excellence. At the same time, the organisation has launched its anniversary initiative, the Golden Ticket.

Leading Swiss Events brings together nine of Switzerland’s most renowned flagship events. Its sporting members include Weltklasse Zürich, the Omega European Masters in Crans-Montana, the Spengler Cup Davos, the Lauberhorn races in Wengen, and White Turf in St. Moritz. Representing the cultural sphere are Art Basel, the Montreux Jazz Festival, the Lucerne Festival, and the Locarno Film Festival.

While each event is deeply rooted in its respective region, all enjoy a strong international profile and contribute significantly to Switzerland’s global reputation as a premier destination for world-class events. Together, they attract international audiences, foster cultural exchange, create platforms for emerging talent, and make elite sport and culture accessible to broad and diverse communities. Beyond their economic impact, the events also play an important societal role by connecting people across languages, generations, and borders.

The new name, Leading Swiss Events, is intended to express this role more clearly and confidently. ‘Leading’ stands not only for excellence and leadership within the industry, but also for a commitment to responsibility, continuity, and innovation. The association sees its events as platforms that inspire dialogue, create memorable experiences, and strengthen Switzerland’s standing on the international stage.

As part of the anniversary celebrations, Leading Swiss Events has officially launched the Golden Ticket initiative. Two winners, each accompanied by a guest, will have the opportunity in 2027 to experience four of the nine events as VIPs, including premium access, behind-the-scenes insights, and accommodation at a nearby Swiss Deluxe Hotel. Participation is now open, with the campaign being promoted internationally through the channels of the member events and partner organisations.