In 2018, ST employees responsible for media affairs in 22 markets took a proactive approach, suggesting a range of topics for media stories. Among the events covered by TV, radio, online and print journalists were the Influencer Summit, the pop-up hotels and the first national autumn campaign. Switzerland Tourism ST’s Key Media Management (KMM) activities also include helping opinion leaders with their research and organising media conferences and press trips. ST conducted a total of nine international press trips in 2018. Media work generated 16,98 billion contacts.

The worldwide coordination takes place via an interactive newsroom. Through the regular training of employees responsible for media affairs, ST ensures the high standards and success of its media work.  

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 Media Management   2018 2017
Media contacts bn 16.98 12.03
Media articles influenced   18,136 16,012
Participants in ST press trips   3,002 2,927
Media conferences   105 106
Top media results*   3,125 2,484
* Positive media pieces prominently placed, photos and tourism content that appeared in a key medium.