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India is currently undergoing a demographic transformation. 60% of the population is under the age of 35. This cohort increasingly includes young, well-educated city dwellers who enjoy adventures in nature, fine food and exciting nightlife in trendy cities as part of their holidays. Switzerland has always been considered as a dream destination in India, especially for family holidays, romantic trips (honeymoon) and rail travel. With 33-year-old Bollywood star Ranveer Singh as a brand ambassador, Switzerland Tourism ST is creating a new image to inspire younger, urban target groups to visit Switzerland.
Huge fan community on social media
Ranveer Singh has already visited Switzerland twice. In July 2016, he visited Lucerne, Interlaken and Zurich and experienced the outdoor activities they offer for young Indians. In February 2017, his visit to St. Moritz and Engelberg put the focus on Switzerland as a winter holiday destination. A media event also took place in Lucerne – which included the daily newspaper “Blick”(German) and Swiss television (French). His big fan community on social media (over 26 million followers in total on Instagram, Facebook and Twitter) could follow his adventures thanks to his regular video and photo posts. By June 2017, ST generated over 5 billion contacts in India alone.
For 2017, the Federal Statistical Office recorded approximately 739,200 overnight hotel stays by guests from India. That’s an increase of 23.4%, which was mainly due to the campaign with Ranveer Singh.