100 North American tyre dealers took part in the Grand Tour of Switzerland in the summer of 2017. They were invited by tyre manufacturer Michelin, which used the tour as a way to reward its best dealers. This Swiss incentive trip came about thanks to the good relationships of Switzerland Tourism ST and the experienced meeting specialists of SCIB. After the first sounding, SCIB obtained the help of the destination experts OVATION Switzerland, who set up the programme from A to Z and implemented it successfully. The responses have been very positive: “The Ovation team has been extremely helpful in every regard and ensured that the event was a success. The majestic beauty of Switzerland’s landscape is unparalleled”, said Ryan Hilley from Michelin North America.

Driving in luxury sports cars, the visitors made pit stops in Zermatt, Gstaad, Zurich, Interlaken and Montreux. The guests also enjoyed wonderful cuisine: the company, which also produces the Guide Michelin, invited the guests to dine exclusively in Michelin Star restaurants. The incentive trip generated sales of around CHF 700,000 (overnights, meals, personal expenses).