Juliana Magalhães Cardoso shares why she did a one month marathon to design better tourism services for families in Val d’Anniviers

Juliana Magalhães Cardoso is a master learner in Service Design at the HSLU, Lucerne University of Applied Sciences and Arts. She explores how mountain destinations can better connect with families, a segment often overlooked in tourism.

For her master thesis, she collaborates with Val d’Anniviers, where she spent a month on-site to understand the challenges families face when visiting. Through stakeholder meetings, interviews, and observations, she discovered key gaps in the visitor experience – from difficult access roads and unclear signage to a lack of activities designed for both parents and children.

Working closely with the tourism office, Juliana developed and tested new ideas, including a mobile “tourism caravan” that brings information and services directly to families throughout the valley.

Juliana’s goal is clear. She wants to create meaningful, sustainable ways for destinations to engage with families and enhance their travel experience.