Graubunden Tourism has predicted that alpine resorts and destinations will become more popular when climate change makes beach destinations too hot. Gieri Spescha, head of brand marketing and PR at Graubunden Tourism told Travel Daily that this was one of the reasons why the tourist board had decided to promote its summer season more than winter. “Through our ABTA supplement we will focus on activity holidays,” he added. The region has faced slow recovery since the financial crises hit and Spescha admitted that, as a result, the tourist board’s initial developments crumbled. However, he hoped that an increase in trade initiatives in the UK would help to rebuild some of the damage, as the majority of Brits booking holidays to Graubunden do so through travel agents. In addition to its joint marketing initiatives with Swiss Travel Service, Great Rail Journeys and Switzerland Travel Centre, Graubunden Tourism also hosts travel agent events across the UK and provides online training modules.