Trend researcher and futurologist Matthias Horx described “healthness” as the next step in the health megatrend. Furthermore, the input paper on the further development of tourism policy from the Swiss State Secretariat for Economic Affairs (Seco) states: “An active and healthy lifestyle, referred to as ‘healthness’, shapes tourism in the areas of well-being, quality of life, purpose and balance.”

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Economic performance influences the market mix in Switzerland. Different strategies are needed for the short-haul and long-haul markets, as well as for the domestic market.

Switzerland Tourism ST also sees great opportunities for Switzerland as a holiday destination to tap into this health trend. ST prepared the ground for this 20 years ago by publishing the first wellness brochure. This area is now being expanded into healthcare, from prevention and treatment to rehabilitation. In 2019, together with 26 partner hospitals and clinics, ST launched its Health Tourism segment.

Switzerland has all the requirements to be able to offer the entire spectrum of health and beauty, from prevention to specialised medical treatments. The country’s pristine natural environment, good international accessibility and clean and relaxing cities are the ideal complement to this. This means that Switzerland can position itself among the top five premium destinations for health tourism.