Romanshorn, May 13, 2025 - Strategic realignment, a significant change in leadership and a strong community spirit characterized yesterday's 106th annual meeting of Thurgau Tourism at the Presswerk Arbon. Around 100 members accepted the invitation - and experienced an evening of retrospection, new beginnings and personal exchange.
Thurgau Tourism realigns itself - and changes its leadership
The 106th Annual General Meeting of Thurgau Tourism took place in the inspiring ambience of the Presswerk Arbon on Monday evening. Around 100 members attended, approved the annual report and the 2024 annual accounts and were given an in-depth insight into the new 2025-2028 destination strategy. This focuses on the three adventure-packed themes of "Water Joy", "Joy of Movement" and "Love of Nature" - with the aim of sustainably positioning Thurgau as the leading local recreation region on Lake Constance.
However, a new chapter was opened not only in terms of strategy, but also in terms of personnel: President Werner Fritschi announced his resignation with effect from August 2025. The cantonal board proposed Rolf Müller, who has shaped Thurgau Tourism as Managing Director since 2013, as his successor. The meeting confirmed the proposal by a large majority - a strong sign of trust.
A change with vision
Müller explained his move with the desire for a new balance between commitment and private life: "The change from Managing Director to Chairman gives me the opportunity to continue to work with full conviction for tourism in Thurgau - simply in a new role. It is very important to me to remain connected to Thurgau tourism in the future and to drive its further development."
Adrian Braunwalder, currently part of the Executive Board, is the designated successor as Managing Director. The formal election by the new cantonal board is still pending, but the direction is clear: the handover is planned for September 1, 2025. "We are focusing on continuity and fresh impetus at the same time," Braunwalder emphasized on the sidelines of the event.
Between strategy, product development and digital milestones
In addition to the elections, the various marketing activities and product developments were also presented. Highlights include the Rugelreise, the new Herzschlaufe Wil e-bike adventure route, and the Hörnli-Bergland project, which is being positioned as the gateway to one of Switzerland's most valuable landscapes.
Katja Walser, Head of Communications and member of the Executive Board, presented the communication priorities: Thurgau Tourism is focusing on a comprehensive relaunch of the website and the increased use of artificial intelligence, for example for customized recommendations via the activity finder.
Tourism as a location factor with heart
To conclude, Peter Bühler, President of the Grand Council, addressed personal words to those present and reminded them of the great diversity of Thurgau's tourism regions - garnished with insider tips from Tannzapfenland. Despite challenges such as the impending end of the Lake Constance slowUp, the President of the Cantonal Government, Walter Schönholzer, attributed a central role to tourism in the canton. Projects with a strong impact, such as the planned Hotel am See in Romanshorn or the Reka vacation village in Kreuzlingen, are emblematic of the long-term development of tourism in Thurgau - even if such projects are often blocked and delayed by objections.
The annual meeting not only offered an insight into figures, strategies and visions - it was also once again a warm reunion of committed personalities from tourism, politics and business. The personal exchange and shared commitment to Thurgau are and will remain a central pillar of this special evening.
Picture credits
For further information
Thurgau Tourismus
Rolf Müller, Managing Director
Friedrichshafnerstrasse 55a, 8590 Romanshorn
rolf.mueller@thurgau-bodensee.ch, Tel. 071 531 01 32
