Monocle on Sunday Live alpine edition: Nomad, news and culture from St Moritz
Feb 15, 2026
Marijana Jackic, chief executive of St. Moritz tourism who shapes seasonal strategy and cultural programming. She talks about booming winter numbers and hotel investment. She explores growing summer culture, outdoor festivals and making the resort more accessible to younger visitors. Short, lively scenes from local transport, traditions like White Turf and the pop-up Nomad art fair punctuate the conversation.
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Seeding A Lasting Cultural Pavilion
- Giorgio Pace is building a temporary 'Pavilion' to seed a long-term cultural centre in St. Moritz and to activate locals as well as tourists.
- He programs month-long solo shows and talks to create time-rich cultural engagement rather than fast, fleeting events.
Program Longer Residencies And Public Talks
- Offer artists extended residencies and public programmes to deepen community engagement and visitor return rates.
- Host talks with curators, collectors and journalists to make exhibitions didactic and socially resonant.
From Winter Resort To Year-Round City
- Mariana Jackic sees St. Moritz evolving from a winter-only resort into a year-round small 'city' with expanding summer cultural programming.
- She links future tourism to meaningful experiences and diversified seasonal offers, not just price-driven peaks.