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460 international tourism buyers from over 50 markets, including numerous global accounts (such as TripAdvisor or Expedia) came to Lucerne for the Switzerland Travel Mart (STM) 2019. According to a survey of participants, an average of 40% of the annual turnover is generated during the STM, as was also the case at the last STM in 2017. The main sales event for domestic tourism is organised every two years by Switzerland Tourism ST.
Speed dating concept
Far in excess of 17,000 1-on-1 meetings took place at STM 2019. The purpose of speed dating is to quickly and informatively introduce buyers to the tourism options available in Switzerland or to maintain existing contacts between Swiss suppliers and buyers. The 360 Swiss tourism providers at this year’s event included 146 hoteliers – more than ever before. The Central Switzerland and Lake Geneva regions were the largest delegations in Lucerne with 52 and 36 providers respectively.
The STM is one of the most important key account measures of ST. The worldwide cumulative turnover of the 460 participating buyers is around CHF 28 billion. The turnover for Switzerland alone is CHF 400 million. In addition, the numerous meetings also trigger 320,000 additional hotel overnight stays in Switzerland.