Switzerland Tourism ST launched Summer 2019 in the Italian market with a pop-up lounge in Milan. Around 10,000 guests visited the temporary lounge from 30 May to 9 June 2019 and 48 media creators attended the media conference. This led to a total of 580,000 media contacts.

In terms of the volume of hotel overnights, which region was the most popular with Italian guests in 2019?

  1. Zurich
  2. Graubünden
  3. Ticino
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With 150 747 hotel overnights the region of Zurich was the most popular among Italian guests, closely followed by the Ticino (149 405) and Graubünden in the third place (96 112).

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For the summer display, the ST team in Milan combined real and digital elements to create a coherent whole. This was the first time that an online campaign with influencers was also used offline: the posts of the six top Italian influencers were displayed online on the corresponding social media channels and on the specially set up microsite, and offline in the pop-up lounge itself. The influencers visited the partner regions of Bern, Ticino and Lucerne-Lake Lucerne. They took a total of 765,000 followers with them on their trip, generating around 320,000 likes and 8,700 comments.

Strong presence of business partners
Visitors were offered the chance to immerse themselves in a virtual Swiss summer with virtual reality headsets. Thanks to the presence of the business partners they were able to find out more about typical Swiss products and the country’s public transport services. The companies represented were Appenzeller Beer, Cailler, Kambly, Mammut, Rhaetian Railway, Switzerland Travel System, Swiss Wine Promotion, Switzerland Cheese Marketing, Valser and Victorinox. 

Italian visitors generated around 318,000 hotel overnight stays in the summer months of May to August 2019. This represents a decline of 3.9%. The drop was mainly evident in the cities (–11.5%) and in the mountains (–3.2%). In rural regions, the Federal Statistical Office recorded an increase of 5%.