Switzerland Tourism ST managed to bring Russian TV show “Let’s go and eat” to Switzerland. ST, together with the destination partners, organised the trip for the channel NTV crew to gourmet destination Zurich and to Pilatus. During 45 minutes of light entertainment, three million viewers watched a TV show about the culinary diversity, rich traditions and natural beauty of Switzerland.

Such formats allow ST to appeal to the upper guest segment in Russia. The figures support this strategy: despite the weakening economy, the number of overnight hotel stays increased by 8.8% (28 558) in 2017 compared to the previous year.