Swiss Travel System AG (STS AG) is pleased to announce the appointment of Sara Roloff as its new CEO. In the tourism field, Roloff brings a wealth of expertise to the table. Her track record is impressive, and she has held several leadership positions in Switzerland and abroad. She will assume her duties on 1 January 2025. She succeeds Maurus Lauber, who served as CEO of STS AG for many years.

Sara Roloff has been working in the tourism industry for around 20 years. From 2020 to 2023, she was as member of the extended Executive Board of Switzerland Tourism as Head of Asia Pacific and Market Manager Japan. Based in Tokyo, she led intercultural teams in India, Southeast Asia, Greater China, South Korea, Australia, and Japan and guided them through the challenging times of the coronavirus pandemic. Prior to this, she established, managed, and expanded the UK and Ireland PR department for Switzerland Tourism in London. Before joining Switzerland Tourism, she worked in management positions for the Giardino Hotel Group and the Tourism Organisation Engadin St. Moritz. Thanks to her long-standing collaboration with STS AG, Sara is very familiar with the company’s product portfolio, market opportunities and challenges.

“We are thrilled to welcome Sara Roloff as the new CEO of STS AG”, says Philipp Mäder, Chairman of the Board. “Her broad expertise in tourism, marketing and communications ensures that STS AG is ideally positioned to face any future challenges.” Mäder adds: “Her passion for customer centricity and innovation will help her to lead the company into a promising future”.

Sara Roloff studied journalism and corporate communications at ZHAW in Winterthur. She has an MBA from the University of Bradford (UK) and numerous further training courses in management and communications. Sara is 42 years old and lives in Zurich.

As STS AG opens this exciting new chapter, it remains true to its mission. It states that every visitor from abroad travels around Switzerland by train, bus, and boat.