In a disturbing incident that has sparked outrage, Switzerland's main Jewish organization has denounced an antisemitic sign displayed at a ski shop near Davos, a town renowned for hosting the annual World Economic Forum. The sign, written in Hebrew, explicitly barred Jews from renting equipment such as sleds, skis, and snowshoes from the store, citing a series of "annoying incidents" and the theft of a sled.

The incident came to light after a social media post by Zurich city councilor Jehuda Spielman, prompting Swiss media to report on the discriminatory sign. Upon seeing the sign, the Swiss Federation of Jewish Communities swiftly condemned the action, labeling it as "undisputedly discriminatory."

Jonathan Kreutner, the federation's secretary-general, expressed shock and described the sign as a new level of audacity, stating, "This is antisemitism. An entire group of guests is being collectively labeled because of their appearance and origin." Kreutner also pointed out the increasing number of Jewish guests in Davos over the years, which indicates their comfort and acceptance in the town. However, he acknowledged that there are individuals who hold a different attitude towards Jewish guests, emphasizing that something is profoundly wrong.

The owners of the ski shop in question were unavailable for immediate comment. Similarly, the Davos tourism agency declined to comment initially but assured that a response would be provided via email.

Reto Branschi, the head of the Davos tourism agency, was quoted in the local Davos Zeitung newspaper last year, acknowledging that some Jewish patrons struggle to accept and respect the rules of living together in the resort town. Branschi specifically cited issues of littering, highlighting that these rule violations were mostly observed among Orthodox Jews.

The incident has raised concerns about the rise of antisemitism and discrimination towards Jewish tourists in Davos. Efforts are being made to address the situation and ensure that such incidents do not recur. Discrimination has no place in society, and it is crucial for communities to come together to foster tolerance, understanding, and respect for all individuals, regardless of their background or religion.