As part of Key Account Management (KAM), Switzerland Tourism ST maintains regular contact with tour operators and develops business plans with them to boost their online and offline presence. The best examples of this important tool in 2017 were the Switzerland Travel Mart and the cooperation with Travel + Leisure.

The four pillars of marketing
The marketing model for Switzerland Tourism ST is based on the four pillars of marketing. Specifically, the four main tools for this communication approach are Digital Marketing, Key Account Management (KAM), Key Media Management (KMM) and Promotion. In combination, these four pillars achieve the best possible impact for generating overnight stays. It is important that the different framework conditions and consumer behaviour in the various markets are taken into account.
Facts and Figures
Key Account Management
  2017 2016
KAM-generated overnights m 5.45  4.70
Tourism turnover * CHF bn 1.35  1.13
* KAM-generated overnights multiplied by the daily spending for the relevant country