For over 100 years, the Switzerland Tourism ST marketing organisation has used the slogan “Switzerland. get natural” to cultivate the Swiss tourism brand. This primarily involved the country’s natural beauty as well as its high quality of life and environmental standards, an infrastructure that is organised to virtual perfection (public transport, accommodation, tourist attractions, provision), as well as safety and reliability. The overall Switzerland experience combines nature with a high quality of travel. ST reflects this in its marketing programmes and works with its partners to ensure the creative implementation of all advertising and sales campaigns.

ST is a corporation under public law. Its Board of Directors comprises 13 representatives from the tourism sector, business and industry associations. Jean-François Roth chairs the organisation, while Jürg Schmid was responsible for operational management until end-2017. His successor is Martin Nydegger, former member of the Executive Management Team and Head Business Development.

In 2015, the Parliament decided to create a credit facility of CHF 230 million for the period 2016–2019, thereby setting an upper limit. Each year, Parliament can decide whether this limit is to be fully utilised.

Facts and Figures
Regional offices   26
– of whom trainees
– of which regular federal funding
Spending abroad CHF m 71,19
Degree of self-financing % 42,01
Marketing budget/marketing staff CHF 280 000