In Key Account Management (KAM), Switzerland Tourism ST maintains regular contact with tour operators. ST agrees business plans with them to add new Switzerland products to their range, 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 Switzerland products in general.

The best examples of this important tool in 2019 were the Switzerland Travel Mart, the “Swiss Singapore Friendship Hike” in the Southeast Asia market and the Virtuoso Award for “Tourism Board of the Year 2019” won yet again 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 general conditions and consumer behaviour in the various markets are taken into account.
 
Facts and figures
Key Account Management (KAM)   2019 2018
Overnight stays generated through KAM million 5.38 5.45
Tourism turnover* CHF billion 1.41 1.34 
* KAM-generated overnight stays multiplied by the daily spending for the relevant country