Introducing the new ambassador of Davos Klosters
Published : 04. July 2025
The new destination ambassador, the "Davos Ski by Elan," was presented today at ISPO in Shanghai. The ski is aimed specifically at guests from China.
Leading figures from the global ski industry attended the unveiling ceremony at Ispo Shanghai, including Albert Kruker, Tourism Director of the Davos Klosters destination, Melanja Korošec, Senior Vice President of KJK Sports and Strategic Director of Elan, and Alice Liang, Founder and CEO of Beijing Snow Elan. With the "Davos Ski by Elan," the two iconic Alpine brands – the Davos Klosters destination and the Slovenian ski manufacturer Elan – aim to appeal to winter sports guests from China.
Joint cause for a new market
Davos found the ideal partner in Elan for this ambitious project. Elan, based in the Slovenian Alps, looks back on 80 years of craftsmanship and innovation, including the invention of the carving ski and the world's first foldable high-performance ski. The "Davos Ski by Elan" also falls into this category: When folded, it is ideal for travel while delivering top performance. Thus, the silent yet powerful ambassador is aimed at individual travelers from China who enjoy active winter sports holidays in the Alps.
The ski, featuring Chinese and English lettering, is scheduled to be launched in fall 2025. At the same time, accommodation and ski school offers in Davos Klosters will also be advertised.