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Show The Salt Lake Tribune TRAVEL Sunday, In Heidiland, See the Swiss Scenery That Inspired the Children’s Book BY CLARE NULLIS ‘THE ASSOCIATED PRESS SARGANS, Switzerland — Its name may conjure images of an amusement arcade with model Heidis, cuckoo clocks and chocolate bars, but in reality Heidiland is an unexpected treasure of Alpinefoothills and peaks, deep lakes andlovely villages. In short, it’s scenery that inspired Johanna Spyri’s Heidi, the enduring and endearingchildren’s classic aboutlife in the Swiss Alps, but which was little known even within Switzerland until it was controversially repackaged under the bannerofthe nation’s heroine. “We had to stop people driving straight through on the highway and we did that with Heidiland,” says Urs Kamber, a former na- tional 400-meter track star and marketing whiz who introduced the Heidilandconceptagainst considerable opposition in 1997. “At thestart, local people were afraid we were building upa plastic Heidiland for mass tourism,” Kamber says. “But now they increasingly realize that we're selling something that has been here for 3ee time, just with a new Thefilleiis provocative,butit’s working,” adds Kamber. Kambersays young families are replacing aging Swiss clientele in OIDy aa 866-339-2737 EDWARDS TRAVEL Toll Free the Heidiland area, hotel occupancy rates are rising in an otherwise stagnant market, and that growing numbers of foreign visitors are makingspecial trips or in- still draw the well-heeled from around the world. The five-star Quellenhof boasts its own 18-hole golf course and pampers its visitors with beauty andfitness treat- terrupting their journies between ments coupled with gourmet — but Zurich and established tourist magnets like St. Moritz and Klosters in eastern Switzerland. Business from Japan has far outstripped anticipations, rejoices Kamber,andtourism officials plan to be one ofthe cleanest, deepest lakes in Europe, is surrounded by enchanting small villages such as Quinten, which snoozes in a subtropical climate and is reachable servative locals reluctantly to only by boator onfoot. learn English. “If you love skiing in winter, hiking and biking in summer; if you cherish peace andrelaxation; if you are looking for an area whichoffers somethingforall seasons; if you like your water from bubblingstreams orstill mountain lakes; then you've cometo the right place,” gushes the Heidiland tourist blurb. Included in’ Heidiland’s embrace are 32villages in an area of24 square miles within easy reach of the Swiss city of Zurich, Lake Constance on the German border, and the tiny principality of Liechtenstein. The best-knownresort is Bad Ragaz, an elegant spa village in bucolic surroundings with sump- tuoushotels whose thermal waters helped relax andrevitalize author Spyri between 1872 and 1887 and Hans-Juerg Muentener, presi- dentofHeidi Village, expects 60,000 visitors this year, up from 40,000 last year. “Heidi is an idol. She symbolizes our for an ideal world of peace and tranquility lost in today’s stress and pressure, Muentener says. monyof the holiday resort Heidiland in Schwarzbuel, Switzerland.In- It is the image of purity and cleanliness that Heidilanders hope to exploit for all its worth. Heidiland cosmetics — like Glacier shower gel — will go oh sale in Japan this fall with packaging bearing the logo of a small girl pulling a goat. Kamber says toiletry range will contain ucts such as honey, goat milk and cluded in Heidiland’s embrace are 32 villages in an area of 24 square miles,within easy reach of the Swiss city of Zurich, Lake Constance on Heidilandwater,bottled from local healthy — cuisine. The nearby Tamina Gorge is anotherattraction. Walensee, said US. tour operators — forcing con- to launcha drive aimed at smaller books, as well as small bags offeed for the Heidi hens and Heidi goats nuzzling on Heidi Mountain. Flumserberg is a popular ski resort in winter and a base for hiking and biking in summer.It offers high-altitude (6,600 feet) walks accessible to wheelchairs and strollers. Tannenboden, a small village on the mountain, has a traditional Alpine cheesery which invites visitors to make their own cheese and then mailsit to them after the requisite threemonth maturing period. Pizol, another popular ski re- sort, is well known forits sunshine andits 4.7 mile toboggan run,conveniently starting andfinishing at a local mountain railway. The town of , the administrative “capital” of Heidi- land,features a 13th century castle with a fine museum.It’s also a base for excursions for those wanting a peekatthe ruling prince’s castle in Liechtenstein (population 32,000) ‘TheAssociated Press Tourists watch “Geissenpeter's” cooking skills at the opening cere- the German borderandthetiny principality of Liechtenstein. springs, to Japan. “Some people argue it doesn’t and the novelty of a Liechtenstein stampin their passport. Although Heidi is fiction, the Heidiland area was whatSpyrihad in mind whenshe wrote the twovolume novel published in 1880-1. She even used a few real place names. True Heidi addicts head for the “original” Heidi House in Heidi's Village, otherwise known as Maienfeld, a lovely little town which until recently madeits living fromits fine wines. “Tread the Heidi book as a child and watched the ‘Heidi’ television series like most other children of my generation,” says 31--year-old Nozomi Arai, oneofthe many Japanese visitors enjoying the stunning views around the Heidi Village. “The air is so purehere and the mountains so green,” she sighs. Butfora variety ofpolitical and geographical reasons, Maienfeld is not technically part of Heidiland and instead associates itself with the sunny wine-growingregions of Graubuenden. The Heidi House was opened in 1998 after local authorities were able to buyit from a private owner. It comes complete with a model Heidi, her goatherd friend Peter, and a grandfather look-alike, as well as “authentic” trappings like a plate of half-eaten muesli. Its shop sells Heidi T-shirts, umbrellas, videos and — course — make sense to export water across the ocean,” Kambersays. “But it’s just like us importing wine the United States. It’s a fact. It happens. ‘Talks are under waywith a US. company to produce Heidiland candies. The idea is that Switzerland would export a Heidiland herbal mix to the United States tp use in the manufacture ofcandies. Farther down the line are plans for Heidiland chocolate, vegetables and cheese, Kamber says. With the 100th anniversary of Spyri’s death looming next July 7, and a new Heidi movie in the making, the Heidi hype looks set to heat up. *429 ‘209 *270 °294 *345 ETMCr tame ssabece fies Vz EEE fiec UDCA the Be |New car. New home. New job. 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