H

Hotel overnight stays

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F

R

Recovery campaign

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In focus

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W

Winter

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N

P

M

O

Organisation

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Grand Tour of Switzerland

Focus areas for tourism

These were the four dominant issues for the industry in 2021.

Trend: Tourism aimed at women

Women’s motivations and concerns are becoming more visible – including in travel. That is opening up opportunities for tourism.

Life at 1.5 metres apart

In just two years, social distancing has become an established part of public life – with far-reaching implications for tourism.

Hybrid meeting places

The hybrid event trend is one that will persist in the post-Covid world. However, it requires newly developed content, to produce more digital engagement and more inclusion.

Swiss sustainability

The Covid-19 pandemic has shaken the tourism industry but also poses many opportunities to boost its long-term resilience.

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Im Fokus 2021

Women reaching the top

Success for the 100% Women (Peak Challenge) campaign: all-female teams had scaled all 48 of Switzerland’s 4,000m peaks by October 2021.

Brand ambassador Federer

Adding Roger Federer to the Switzerland Tourism team resulted in the most successful global campaign of all time.

The Swisstainable movement

The aim of the Swisstainable movement is nothing less than for Switzerland to be the world’s most sustainable destination.

What Italian visitors want

Italian visitors could be found in greater numbers in Swiss cities. Market manager Christina Gläser explains why.

Key indicators for 2021

The most important key indicators for the year at a glance.

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Focus areas for tourism

Trend: Tourism aimed at women

Life at 1.5 metres apart

Hybrid meeting places