FN ISI Export Format VR 1.0 PT J TI Event Strategy and Event Portfolio to position Andermatt AF Schär, Michaela AU Schär, M AB An increased international competition of Alpine destinations leads to the necessity to develop unique offers and the importance of promoting them appropriately. Andermatt counteracts this trend with the creation of a luxury resort – Andermatt Swiss Alps. This bachelor thesis highlights the importance of a well-developed marketing plan in order to exceed the international competition. Therefore it examines the aspired future position of Andermatt within the market. Furthermore, through a comparison with benchmark destinations the effectiveness of its competitive advantages is evaluated. This is the basis for an event portfolio for Andermatt. Events serve to transmit the competitive advantages effectively to the external. The literature review about destination marketing and event management is supplemented with expert interviews to deepen the knowledge about the development of Andermatt and its aspired position. Finally, the thesis highlights a detailed concept for a lead event, as a recommendation to communicate the aspired image and position and attract customers. ER