Switzerland’s Jungfrau expects more Chinese tourists

GRINDELWALD, Switzerland (Xinhua) — Switzerland’s Jungfrau, a famous scenic spot and winter sports resort, is expected to attract Chinese tourists and sports enthusiasts soon.

With China recently streamlining its response to COVID-19 and gradually resuming overseas travel by Chinese nationals, Jungfrau is bracing for an increase in Chinese tourists this ski season.

“It is very important to give a very special welcome to our most valuable customers from China. Because it’s the year of the Chinese Lunar New Year Rabbit, we carved a rabbit in the ice. This is the first time,” says Jungfraubahnen Management CEO Urs Kessler.

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As the Chinese Spring Festival approaches, the Jungfrau Ski Area’s new tri-mountain transport hub Grindelwald Terminal will be set up with Chinese lanterns and custom lighting to create a festive atmosphere. “I firmly believe that China has great potential in the future. That’s why we have these incentives,” Kessler said. He even partnered with a Chinese food company to open a noodle restaurant in the center of the Grindelwald Terminal.

“I think we have a great future, we’ve had a lot of help from Jungfrau. We’ve prepared different flavors of noodles for every guest from Asia,” said Michael Shi, chief executive of Lototravel, which opened King Noodle restaurant at the terminal last month.

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The newly opened King Noodle restaurant at Grindelwald Terminal, a new tri-mountain transport hub in Switzerland’s Jungfrau ski area. PHOTO: Xinhua

In 2002, Jungfrau signed a sister relationship with Mount Huangshan in southern Anhui Province, eastern China.

Jungfrau, which means virgin or maiden in German, was famous in China for its spectacular views. At 3,454 meters above sea level, the highest railway station in Europe, Jungfraujoch – Top of Europe, offers views of Switzerland, France, Germany, and Italy at the same time.

A new cableway has been upgraded in 2020 to better serve tourists. This reduced the travel time to the “Jungfraujoch – Top of Europe” from 1.5 hours to 45 minutes.

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The Jungfrau is known for its world-class ski trails, including the longest downhill run of the International Ski Federation (FIS) World Cup races. Three world championships will be held this weekend. “We try to invite skiers from China to our region and try to study and develop new programs here,” Kessler said.

As winter sports become more popular in Asia, Chinese ski enthusiasts are Jungfrau’s new target. Jungfrau is trying to make skiing easier not only for Chinese skiers, but also for skiers from South Korea, Japan and Southeast Asia.

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