Mission
Switzerland Tourism inspires an enduring interest in travelling to Switzerland as a holiday, convention and travel destination and focuses on attracting new visitors.

Right up until early March 2020, many domestic and international visitors were enjoying the excellent snow conditions in the mountains. Hotel overnight stays were on the rise. But then the global Covid-19 pandemic struck, leading to the first lockdown in Switzerland and in most of its relevant markets. A situation that just a short time earlier would have seemed impossible was suddenly a reality: freedom of travel, the basis for all tourism, was taken away from us.  

In this difficult time, Switzerland Tourism ST as the national tourism marketing organisation stepped up to its leadership role. It developed a marketing strategy for the sector that could be adapted highly flexible to the mood and current situation in the individual markets.

“Marketing measures that address the right market, at the right time, with the right tone.”

The recovery campaign financed through additional federal government funding was a first step. The three-stage campaign, which began with the much-discussed empathy phase, “Dream now – travel later.”, could be easily adapted and quickly implemented by tourism service suppliers. In these uncertain times, it was critical to adopt marketing measures that address the right market, at the right time, with the right tone. ST used the purpose-designed Market Indicator System (in German) as a basis for decision-making.

When cable cars, boat services and campsites were allowed to reopen in June 2020, ST supported the longed-for restart with one of the largest global marketing offensives of recent years, initially in the domestic and selected European markets. The new umbrella campaign under the banner “I need Switzerland.” was rolled out for the first time for the relaunch. Although the umbrella campaign was developed before the pandemic, it was clear how well the core “I need Switzerland.” idea fitted with the current need for people to refuel their energy reserves by spending time in the great Swiss outdoors. The second wave of the pandemic then followed in October 2020, hitting tourism hard. Tougher travel restrictions meant that the recovery and umbrella campaign had to be rethought once again.

At a time when the world was turned on its head, ST and the entire tourism sector had to keep a cool head in 2020 and never lose sight of their mission: despite all the challenges, to inspire an enduring interest in travelling to Switzerland as a holiday, convention and travel destination, above all to attract new visitors.

Taking the right measures that address the right market, at the right time, with the right tone has paid off. ST will take this knowledge into the future, as it will remain a key success factor in tourist marketing beyond the pandemic.

Martin Nydegger, Director