In Key Account Management (KAM), Switzerland Tourism ST maintains regular contact with tour operators. It develops business plans with them to ensure that Swiss holiday and travel offers have a high profile on the corresponding (online and offline) platforms and to drive up sales of Swiss products in general.

The best examples of this important tool in 2018 were the Snow Travel Mart Switzerland, the trade and media event in Brazil and the Virtuoso Award for “Tourism Board of the Year 2018” won by ST North America.

The four pillars of marketing
The marketing model for Switzerland Tourism ST is based on the four pillars of marketing. Specifically, the four main tools for this communication approach are Digital Marketing, Key Account Management (KAM), Key Media Management (KMM) and Promotion. In combination, these four main tools achieve the best possible impact for generating overnight stays. It is important that the different framework conditions and consumer behaviour in the various markets are taken into account.
Facts and Figures
Key Account Management   2018 2017
KAM-generated overnights m 5.45 5.45
Tourism turnover CHF bn 1.34 1.35 
KAM-generated overnight stays multiplied by the daily spending for the relevant country