"Fairtrail is a project close to my heart. As more and more people live on our planet, we must be more considerate of one another. It is also my contribution to ensuring that my son and his generation can still experience adventures in nature. Fairtrail shows that practical consideration not only works, but also improves the experience of nature for everyone."
– Kevin Suhr, Fairtrail Project Management
As overall project management of Fairtrail At ALLEGRA, it is very important to us to actively shape the community on the Graubünden trails. Fairtrail is more than a campaign – it's a stance. Our task is to anchor this stance with concrete measures, coordinate stakeholders, and further develop the project in terms of content and communication.
Below you will find the latest press release from Fairtrail Graubünden:
Fairtrail Graubünden:
for Respect and tolerance in the mountains
Fairtrail has been promoting respectful coexistence on hiking and Bike trails and raises awareness of consideration for fellow human beings, nature, agriculture and wildlife. The aim is to maintain the free-to-use mountain trail network in the long term. The principle of coexistence has proven successful – raising awareness works more sustainable than bans. The campaign relies on clear messages, personal encounters, regional measures and a variety of communication tools.
Fairtrail promotes respectful interaction between path users and considerate behavior towards flora, fauna, alpine farming and forestry. The 11,000-kilometer-long network of trails in the Graubünden mountains will continue to be open to everyone who spends their free time hiking, biking, jogging, or walking. The campaign conveys simple but essential rules. The messages are clear and memorable: «Dr Toun key i again when i dura am." or «I no more Mina Waste again with shark. Isch yes logical!".
Coexistence as a sustainable solution
"Ultimately, we all want the same thing: to enjoy nature and the Graubünden mountains. So let's just relax, enjoy it, and meet each other with a smile," says Nicole Tschenett, a Fairtrail resident and bike guide from Val Müstair. "Coexistence in Graubünden is not just a conscious decision, but the only realistic and sustainable solution for utilizing the existing infrastructure," explains Kevin Suhr, Fairtrail project manager.
The shared use of trails in Graubünden is not a given. There are no legal bans on biking on hiking trails. The motto is to raise awareness rather than ban it. Surveys and personal feedback show that coexistence is already working well, even if some challenges remain.
Problems can arise, for example, when pasture fences are left open or when trail users are careless toward cows or livestock guardian dogs. Littering and recreational activities at dusk pose a major challenge for many wild animals. Due to social change, more and more urban visitors with little experience in dealing with alpine conditions are traveling in the mountains (François Höpflinger, 2024). In addition, there are a few stubborn trail users. This group cannot be reached through traditional communication channels; alternative approaches are needed.
A diverse range of measures
Fairtrail therefore relies on a combination of direct and indirect measures to promote coexistence. The focus is on building relationships to foster respect and tolerance. The campaign encompasses numerous measures at the cantonal and regional levels:
- Fairdinands: Working on the Graubünden trails to promote respectful coexistence.
- Stories: Create closeness between path users and their environment.
- Code: Clear rules for behavior on the trails.
- Giveaways: Playful reminders of the Fairtrail rules.
In 2025, mountain bike pro Nino Schurter will once again be the face and testimonial of Fairtrail Graubünden. In new videos, he can be seen as an exemplary mountain biker, showing consideration for flora and fauna – as well as for others out and about in the mountains. "Nino Schurter is the perfect ambassador for us to express the Fairtrail spirit of respect and tolerance," says Martin Vincenz, CEO of Graubünden Holidays. "The mountain bike world champion and Olympic gold medalist is at home in the mountains and enjoys riding there even without a bike. He knows how important consideration is on shared trails and sets an example," says Vincenz.
In addition to raising awareness among trail users, Fairtrail operates internally on a much less visible, but at least equally important, level: staff are trained. There is ongoing dialogue with the numerous stakeholders involved in nature conservation, tourism, agriculture, forestry, hunting, etc. Fairtrail develops concrete solutions and recommendations for decision-makers, for example, regarding digital visitor guidance.
Beyond the cantonal borders
The success of Fairtrail is not limited to Graubünden. The concept is now being adapted in other cantons as well. With Fairtrail, Graubünden remains a pioneer for respectful and harmonious coexistence on the trails. "Fairtrail's successful concept is based on the collaboration of various institutions in Graubünden. It is not just a communications campaign, but a learning institution that constantly gathers new knowledge and shares it," says Stephan Kaufmann, Managing Director of Hiking Trails Graubünden.
