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The turnaround of the European markets rightfully gave rise to optimism. The industry skilfully developed initiatives and offered guests added value and an enhanced quality of experience. This upgrade was at the centre of our winter campaign 2017/2018 “Upgrade Your Winter”: Switzerland Tourism ST illustrated the advantages of a Swiss winter with some 1,100 marketing activities in 22 markets. The message revolved around the revamped website and authentic experiences for guests. All easily bookable via the ST “MySwissExperience” platform.