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St Moritz, the showiest of Switzerland's Alpine resorts (旅游胜地), is no ordinary ski town. It's responsible for winter tourism as we know it today. It was a small band of English holidaymakers that changed Switzerland forever. In 1864 a bet took place between hotelier Johannes Badrutt and the vacationers on a damp September evening in St Moritz. As they sat around the fire at the Engadiner Kulm Hotel, concerned about returning to the foggy London winter, the Swiss manager saw a golden opportunity.
“You holiday here in summer,” he challenged them over a bottle of red wine. “Why not enjoy the mountains year-round? Winter is so pleasant that on fine days you can even walk without a jacket.” Attracted by the promise of clean skies against a backdrop of towering peaks, the Englishmen were pleased to accept it; up until then, St Moritz had been a modest hiking destination in July and August. But if Badrutt's promise proved false, the hotelier would pay for their journey and winter-long stay. How could they lose?
Come mid-December, the group of men returned to Switzerland. Towards the end of their week-long journey, sitting on a horse-pulled sledge and wrapped head-to-toe in furs, they went through the 2,284m Julier Pass in southeastern Switzerland. But by the time of their arrival in St Moritz, the skies had cleared, they were sweating abundantly, and Badrutt, jacketless and with his shirt sleeves rolled up, was there to greet them.
Of course, Badrutt won the bet. Word quickly spread throughout Britain about St Moritz's distinctive climate—dry and sunny with a high degree of snow certainty. Year-round tourism landed the Alpine town of St Moritz.
That Badrutt almost single-handedly marketed this undeveloped winter wonderland is a little unbelievable. The first tourist office in Switzerland had been established in the same year as the bet. Other resorts like the ones in Davos and Grindelwald were also popping up then. The story of St Moritz is, in some ways, also a tale of social transformation. But what Badrutt did made the Swiss mountains accessible in a way that no one else had done before, so his role as pioneer cannot be downplayed.
