Engadin St. Moritz Tourismus AG (ESTM Tourismus AG) is responsible for the marketing of the destination. As a result of territorial reforms effected within the Canton of Graubünden, on 1 January 2018 it took over the tasks previously performed by the Engadin St. Moritz tourism organisation and thus its original sponsorship as well. Joint tourism marketing in the Engadin commenced in 2007 with the merger of the tourism organisations for the 11 Engadin district municipalities.
As of 1 January 2018, ESTM Tourismus AG defined a new strategy (refer to the corresponding media release). Both the Engadin and St. Moritz brands are being separately positioned and marketed. The Board is in the process of finalising and anchoring this strategy and hence is working with the partners to develop appropriate products and measures.