Gaudenz Thoma
Change Companion / Destinations


Born in Lucerne in 1965, Gaudenz Thoma completed his basic education as a business graduate in a large Swiss travel company and developed his enthusiasm for tourism in all its facets. He studied business administration with focus on corporate management and marketing at the Business School of Management in Lucerne. After many years working in various areas of outgoing tourism, he decided to change to the airline industry where he started working for South African Airways. Having joined the area as Sales Manager, in 1999, at the age of 34, he was appointed Country Director for Switzerland and member of the Europe Directorate.

As CEO of Graubünden Ferien, Gaudenz Thoma achieved profound knowledge in destination management, digitalization, sales and brand management. There he successfully led the marketing and sales organization of Switzerland’s largest tourism region for nine years and expanded the company into benchmarking in the industry. Thanks to innovative and differentiating approaches in the marketing of a holiday region, the company has received several national and international awards. At the strategic level, the father of two worked on various boards of directors and specialized advisory boards.

Today, Gaudenz Thoma, who lives near Zurich, works as a freelance consultant and is also a visiting lecturer and subject matter expert for destination management, sales and digitization at tourism colleges.


  • Owner of Gaudenz Thoma Consulting, consulting company for distribution, digitization, and brand management, Zurich
  • CEO Graubünden Ferien
  • Country Director Switzerland and Member of the Europe Directorate at South African Airways
  • Area Sales Manager at South African Airways
  • Guest lecturer at HES-SO, University of Economics and Tourism, Sierre/Siders
  • Guest lecturer at Management Center Innsbruck (MCI), Innsbruck