Prasenjit Chakraborty - Mumbai Switzerland-based Schilthorn Cableway Ltd, which operates Schilthorn Piz Gloria, is very optimistic about the Indian market, as India is experiencing a rising middle class and an increase in disposable income. “India has become a very important market for us,” said Alan Ramsay, Head of Markets at Schilthorn Cableway Ltd, during a recent visit to Mumbai while speaking with TravelBiz Monitor.
Schilthorn Piz Gloria is a stunning mountain peak in the Bernese Alps of Switzerland, renowned for its breathtaking panoramic views and its iconic revolving restaurant. Located in the Bernese Oberland, it stands approximately 2,970 meters (9,740 feet) above sea level. Notably, Piz Gloria is famously associated with James Bond due to its role as a filming location for the 1969 movie “On Her Majesty’s Secret Service.”
Visitors can reach the summit via a series of cable cars from the valley station in Stechelberg. “It takes 32 minutes to reach Schilthorn Piz Gloria. On the way, tourists must change cable cars at Gimmelwald, Mürren, Birg, and finally at Schilthorn. The 32 minutes includes the changes from one cable car to another,” said Ramsay.
Ramsay also mentioned that at the top of the mountain, there is an interactive multimedia exhibition called Spy World. “We have a cinema that shows clips from different seasons, as we experience various seasons here. Additionally, we have a Walk of Fame where the stars from the film have left their handprints. Not only that, but we also have a viewing lounge at the summit,” he explained.
He pointed out that Schilthorn Cableway is the only company that takes tourists to the very top of the mountain. “The summit building is located at the peak itself, which is unusual. Most other cableways take tourists close to the top, but not actually to the summit,” Ramsay noted.
Reflecting on his own experiences, he shared, “I visited the village of Mürren one winter season, and I ended up staying for 35 years. Every time I take a cable car to the top, the view is always different and never looks the same. Standing on the peak with a 360-degree view is fantastic. I still love it.”
He mentioned that they are constructing a brand-new cable car that will connect the valley floor directly to Mürren, and from Mürren to Birg, and finally to Schilthorn. “With this, there will be only two changes instead of three. There will also be only three sections instead of four, which will further reduce the time needed to reach Schilthorn,” pointed out Ramsay.
According to him, the cable car from Stechelberg (the valley floor) to Mürren will be the steepest in the world. “It will open on December 14 of this year, and the steepest cable car ride will be free of charge with a Swiss Travel Pass,” Ramsay revealed. Their Winter Sports event had already started on September 28 and will continue until April 2025. The entire project is expected to be completed by 2026. “Hopefully, we will open it on Swiss National Day, which falls on August 1,” he added.
Discussing their target audience in India, he stated that they are focusing on people who have already visited Switzerland, which means they are aiming for repeat customers. “Our priority cities are Mumbai and Delhi to start with. However, travellers from Chennai, Hyderabad, Kolkata, and Ahmedabad are also showing interest in our product,” said Ramsay.
