Sammy Salm is the Managing Director of Best of the Alps since 13 years. He has also served as a Chairman for 9 years. Best of the Alps exists is an unique cooperation among destinations in 5 countries and was created almost 30 years ago to compete with the Rockies who at the time came to Europe to attract European Skiers with the slogan ‘ski the rockies’ . Today Best of the Alps is conducting activities around the globe and became a leader in storytelling by presenting the people of the destinations thru the electronic media channels.

Sammy Salm started his Tourism career as a Ski Guide and Tourleader. After his studies at the Tourism Managment School in Sierre he first worked at the Bern Tourist Office, moved then on to become the Sales+Promotion Manager for the St. Moritz Tourist Office. He led the Grindelwald Tourist Office and the Jungfrau Region Marketing Company as a Director for 8 years. His passion remains travelling, skiing plus anything related to food and gastronomy.