Why Sion 2026?

Le Regard Libre N° 37 - Clément Guntern

While the debate is gaining momentum in Switzerland, and particularly in the Valais region, where the vote will take place on June 10, the Olympic Games in Sion have yet to win over the population. Indeed, the reasons for such a bid need to be put forward in order to win public support.

In this campaign, the debate has so far centered on the sustainability of the Olympic Games. Opponents point to past examples of mismanagement, with hundreds of millions wasted on infrastructure that has been left to fall into disrepair. Furthermore, the excessive scale of recent Games—particularly in Sochi in 2014—is cited as a risk of things getting out of hand. The very concept of the Games has been criticized ever since authoritarian countries took over their organization and destroyed the Olympic ideal. So why are prominent figures in this part of the country so determined to attract these much-maligned Olympic Games? There are deep-seated reasons, but they are not always clearly articulated in the media. This lack of clarity may contribute to maintaining mistrust among the public.

A global reputation

Faced with the grim reality of the mistakes made at previous Games, resignation seems to be the prevailing sentiment among many. Should we leave the organization of each edition to authoritarian—or even explicitly dictatorial—countries, and simply sit back and watch on television as these regimes pervert a noble ideal? We need to take the opposite approach. For once, let’s muster a little courage and ambition to try to reinvent the Olympic Games right here in Switzerland. Revitalizing the Olympic movement also requires enthusiasm. Just look at the crowds at the ski races in Crans-Montana, as well as in Wengen and Adelboden. Switzerland can erase the images of empty stands from previous Olympic Games and restore the Games’ popular appeal. After all, it’s only natural for a country ranked among the most innovative on the planet to want to change the Games. And it will take courage to reverse a trend that has been in place for several decades. We can take pride in proving to the world what this small country is capable of.

Indeed, the whole world will have its eyes on Switzerland. Just think of the more than four billion people who will be able to watch the Games on television and the impact this could have on Switzerland’s image. Especially since viewership numbers are growing in countries like China—a market that the Swiss tourism industry is actively trying to attract. For two weeks, all over the world, Switzerland and Sion will be the talk of the town. This will be all the more true if these Games make Olympic history through their professionalism and the spirit of renewal they embody. This media exposure will be far greater than any campaign by Switzerland Tourism, and the project will have an impact on the entire country.

A Message to the Tourism Industry

While tourism remains the third-largest sector of the national economy, such an opportunity would be exceptional for all stakeholders to rethink their approach and improve. Some criticize investment in winter sports, arguing that these sports are destined to decline or disappear. They argue that efforts should be directed more toward activities suited to other seasons. However, it is impossible to deny the immense importance of snow sports for a canton like Valais or other regions in Switzerland. Investing in winter activities does not mean that nothing should be done for the other seasons. Efforts by all stakeholders must also be directed toward this goal; this is where part of the future lies. But how can winter activities be replaced in terms of hotel stays and revenue? All stakeholders must strengthen their efforts, whether strictly within the framework of the Olympic Games or on their own initiative. This is all the more important given that the tourism industry is being impacted by the strength of the Swiss franc. Since few decisions have been made to alleviate the pressure on this sector, an Olympic boost would certainly be welcome.

Let’s add to all this the unique opportunity presented to Swiss sports in general. Our country cannot claim to provide the best support for these athletes, especially when compared to Norway, which invests large sums in both competitive and recreational sports. Hosting the Olympic Games in Switzerland would, for once, provide more resources and visibility to Swiss athletes who sometimes struggle to make ends meet while pursuing their passion. Hosting the event could also be an opportunity to promote sports to the entire population, including as a public health issue. Our athletes, whom we celebrate with every victory, also deserve this support and this great opportunity to shine both at home and on the world stage.

Thus, the Olympic Games should not be a reflection of a few people’s whims or even a dream of grandeur. Organizing them should not be an end in itself. Of course, the atmosphere during those weeks and the excitement they generate will be a reward in themselves. Nevertheless, the true rewards will be a new face of the Olympic movement, global promotion, and a boost to tourism.

Write to the author: clement.guntern@leregardlibre.com