Zug Tourism has set itself the goal of promoting sustainability throughout the canton of Zug in close cooperation with its service providers. But that's not all - the population is called upon to play an active role in shaping a sustainable future for this beautiful region. Tourism Director Dominic Keller tells us how the destination is getting the population on board and what the Swisstainable Level II - engaged award means for them. At the start of the network day, he gives us an insight into the host region and his work.
Tourism location promotion - the population has a say
Zug Tourism aims to promote sustainability throughout the Canton of Zug in close cooperation with its service providers. Through targeted sustainability events, they want to raise awareness, act as a role model and create a strong awareness for more sustainable (environmental, social and economic) tourism. This is not possible without the active participation of the population. In his presentation, Dominic Keller shows us how he and his team manage to involve and inspire the inhabitants of the region as well as the tourism service providers. He gives us an insight into the first positive projects and the sometimes circuitous route taken to achieve them.
Dominic Keller has been Managing Director of Zug Tourism since January 2023. The experienced tourism expert previously held various positions at Luzern Tourismus AG and was Managing Director of Weggis Vitznau Rigi Tourismus. At Switzerland Tourism, he managed the Swiss market and was a member of the extended management team.
Dominic Keller is 48 years old, married and has two children. He has lived with his family in the city of Zug for 13 years. In his private life, Keller is a big ice hockey fan and played actively for many years. He enjoys spending his vacations in Argentina, his wife's home country, as well as in Switzerland and the Mediterranean region. Dominic Keller is not only professionally committed, but also a real team player in his private life. As a family man, he enjoys every free minute with his family and loves watching his children enjoy their hobbies - whether it's watching his son play tennis or football or his daughter go horse riding.
What does Dominic Keller think about the keyword "cycle"?
"For me, sustainability in tourism means creating cycles in which both guests and hosts benefit. This includes regional value creation, environmentally friendly offers and strengthening local providers. From the first impression to departure, the aim is to create a sustainable experience that not only respects nature, but also provides social and economic impetus locally. This will keep tourism alive and sustainable in the long term."