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Annual Report 2018
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Market topics

Global marketing report

In 22 markets a total of 33 regional offices ensure the country-specific adaptation of Switzerland Tourism’s marketing campaigns.

PRIORITY MARKETS Number of staff Media reports generated Visits to MySwitzerland.com High-value customer contacts* Marketing contacts
Germany  16 2,537 1,884,297 690,862 462,252,785
Greater China (with Taiwan and Hong Kong)  13/(1) 1,099 383,611 528,687 247,369,738
France  10 407 2,073,156 790,214 705,848,918
Italy  9 1,116 1,880,452 785,452 442,877,193
Benelux  10 719 1,049,435 277,839 161,229,889
Switzerland (headquarters: activities for all markets)  136 3,123 15,468,278 688,865 426,262,568
USA (with Canada)  17/(2) 1,387 1,711,489 1,130,409 240,788,839
UK (with Ireland)  11 1,385 1,034,671 413,302 242,052,459
ACTIVE MARKETS
Australia (with New Zealand and Oceania)  /(2) 514 231,103 46,864 14,860,828
Brazil  /(2) 85 276,457 322,401 509,371,187
Japan  /(3) 129 668,665 240,115 437,248,589
Canada  integr. in USA integr. in USA integr. in USA integr. in USA integr. in USA
South Korea  4 1,005 199,730 184,656 495,048,548
Nordic countries (Denmark, Finland, Norway, Sweden)  /(3) 161 187,273 29,931 69,415,748
Austria (with Hungary)  1/(2) 587 210,064 58,355 37,020,150
Poland  /(2) 199 188,265 94,980 93,303,370
Russia  4 767 292,141 89,569 154,182,336
Spain  3 312 826,443 359,482 67,505,111
Czech Republic  /(2) 440 165,627 100,322 35,101,666
STRATEGIC GROWTH MARKETS
Gulf states  4 242 417,430 121,730 98,982,309
India  /(6) 1 785 1,129,947 711,284 788,005,673
Southeast Asia (Indonesia, Malaysia, Singapore, Thailand)  2/(5) 113 287,757 112,904 24,573,585 
( ) Mandated staff
* Number of e-newsletter subscribers, contacts via the call centre (phone calls, emails, letters), brochure requests and downloads, travellers booking at STC/MySwitzerland.com, STC and tour operator respondents via MySwitzerland.com, app downloads, competition participants, fans/followers on social media channels

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Overnight hotel stays 2018

US guests have lost none of their appetite for Switzerland as a travel destination, while the picture in the European markets is encouraging.

2018: onwards and upwards

We’re on the right track, forging ahead with enthusiasm and a digital vision, together with our partners in the tourism sector

The Switzerland Tourism organisation

The national marketing organisation aims to grow demand for Switzerland as a travel and convention destination domestically and worldwide as part of its federal mandate.

In focus 2018

Tourism Monitor Switzerland

Every four years, Switzerland Tourism carries out a statistical tourism survey providing accurate information on numerous topics as a basis for making strategic decisions.

What makes US tourists tick

Overnight stays by US tourists have risen further. Alex Herrmann, Director Americas, knows what makes these guests tick.

Autumn cuts loose

The autumn months are becoming increasingly popular as a time to travel. Switzerland Tourism is helping to drive this trend with targeted marketing.

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This is the Annual Report 2018. You will find the Annual Report 2020 here.

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