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The incentive travel trend has been growing rapidly in recent years. The strategy of the Meetings department of Switzerland Tourism ST and its partners has paid off. An example of this is the incentive travel offered by Indian pharmaceutical company Alkem Laboratories. The company rewarded some 1,700 employees and their families with a trip to Switzerland.
To put this topic on the Swiss media agenda, the ST Media Team proposed that Swiss television travel with this group from India. The SRF programme “10vor10” followed four groups from the beginning as they travelled to Rhein Falls, Schaffhausen.