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The Art Paris Art Fair 2017 is the most important French trade fair for post-war and contemporary art, and Switzerland Tourism ST was there to promote Switzerland, Vacationland. Together with the 12 Art Museums of Switzerland (AMoS) and Basel Tourism, ST showed the 55,000 trade fair visitors the variety of Switzerland’s museums and the cultural richness of the country. The content of the presentations and the advertisements in the VIP notepad and trade fair catalogue, each with a print run of 6,000 copies, were targeted at people who travel to cities and want to enjoy culture. Conversations with visitors revealed that people are very knowledgeable about Switzerland.