Together with 44 participating cable cars and mountain railways, Switzerland Tourism ST gave away almost 13,000 weekly ski passes. The draw was open to all adults with each winner receiving one pass for a child aged up to 12 years. With an average family size of 3.5, this attracted over 45,000 winter holidaymakers to Switzerland. The winners were surveyed after the campaign, with around 5,300 visitors taking part. Almost 70% of those surveyed were from Switzerland, over 13% from Germany and over 7% from the Netherlands. The results of the survey show 20% of the winners would not have planned a ski holiday in Switzerland if it weren’t for the campaign.

For the second Kids4Free campaign in the 2019/2020 winter season, 44 cable cars and mountain railways again participated as partners.


Compared to the previous year’s season, the number of hotel overnight stays accounted for by Swiss guests in the 2018/2019 winter season rose slightly with an increase of 1.3%. There was almost no change among German guests. The number of guests from the Benelux countries rose by 2.2%.

Facts and Figures
Winter   2018/2019 2017/2018
Budget CHF million 20.2 20.5
Share of total budget % 23.5 22.3
Target markets   worldwide worldwide
Page views* million 5.0 3.9
Top advertising and marketing contacts million 379 152
Media contacts (readers, viewers, listeners) billion 5.3 2.1
Participants in ST press trips   667 760
Top Media Articles influenced   1,261 888
Views winter clip on YouTube million 16.5 14.2
KAM-generated overnights million 1.5 1.5
*Only views to pages with specific content for the winter campaign are counted.