Romanshorn, September 1, 2025 - Thurgau Tourism is undergoing a significant change in management: Rolf Müller, who has been Managing Director for many years, will take over as CEO today, September 1, 2025. He will be succeeded as Managing Director by Adrian Braunwalder, who has been part of the management team for several years and knows the organization inside out.
A change with a strong vote of confidence
The change was initiated at the Annual General Meeting in May 2025. President Werner Fritschi announced his resignation with effect from August 2025, whereupon Rolf Müller was proposed by the Board of Directors as his successor. The members approved this proposal by a large majority - a clear sign of confidence. Rolf Müller has headed Thurgau Tourism since 2013 and has shaped the development of the organization with great commitment, passion and foresight. His commitment deserves the greatest thanks and recognition. Looking ahead, he emphasizes: "With this decision, the future leadership is broadly supported, the succession is settled and continuity in the further development of Thurgau Tourism is ensured."
An experienced companion succeeds him
On August 20, 2025, Adrian Braunwalder was officially elected as the new Managing Director by the Board of Directors. Braunwalder started his career at Thurgau Tourism almost eleven years ago after completing his tourism studies as a product manager for the active and cultural offerings. He took on a central role in the "DMO 2023" project, which Thurgau Tourism has developed into a fully-fledged destination management organization since 2019. This project, which was largely co-financed by funds from the federal government's New Regional Policy (NRP), laid the foundation for the current structure. At the same time, Braunwalder built up product management, took over its management as well as the management of guest services with the three information points in Arbon, Kreuzlingen and Frauenfeld and became a member of the Executive Board. His many years of experience, high level of acceptance within the team and among partners, as well as his close ties to Thurgau, make him the ideal successor to Rolf Müller. Braunwalder is married and has three children.
In addition to these key personnel decisions, there were other changes to the Board Committee: Daniel Bauer, owner of Hof Hagschnurer in Hüttwilen, was elected Vice President. In addition, Alexandre Spatz, Director of the Wellnesshotel Golfpanorama in Lipperswil, has joined the Board Committee, taking over the seat from Remo Rey, Managing Director of the Swiss Shipping Company Untersee und Rhein.
Picture credits
For further information
Thurgau Tourismus
Adrian Braunwalder, Managing Director
Friedrichshafnerstrasse 55a, 8590 Romanshorn
adrian.braunwalder@thurgau-bodensee.ch, Tel. 071 531 01 45
