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Annual Report 2021
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Market topics

Global marketing report

In 23 markets a total of 34 regional offices ensure the country-specific adaptation of Switzerland Tourism’s marketing campaigns.

PRIORITY MARKETS Number of staff Top Media Contacts Visits to MySwitzerland.com High-value customer contacts* Top Marketing contacts
Germany  15 838 055 964 2 358 144 781 870 214 852 746
Greater China (with Taiwan and Hong Kong)  11/(1) 109 222 382 243 694 840 256 45 328 625
France  10 256 056 144 1 890 656 3 905 932 145 276 813
Italy  9 81 066 965 1 558 844 1 999 257 70 689 035
BeNeLux  10 30 029 904 1 458 388 311 450 30 399 823
Switzerland (headquarters: activities for all markets)  140 451 778 117 19 879 766 2 021 854 745 900 332
USA (with Canada)  18/(1) 475 235 600 1 037 368 712 802 421 520 072
UK (with Ireland)  10 487 511 169 654 836 619 149 100 833 340
ACTIVE MARKETS
Australia (with New Zealand and Oceania)  /(3) 7 344 225 70 179 309 340 2 574 980
Brazil  /(2) 78 735 550 139 849 430 663 107 804 936
Japan  /(3) 501 512 040 348 028 367 230 334 034 148
Canada  integr. in USA integr. in USA integr. in USA integr. in USA integr. in USA
South Korea  4 80 474 987 88 522 207 339 54 079 994
Nordic countries (Denmark, Finland, Norway, Sweden)  /(4) 5 009 500 160 840 366 451 2 129 498
Austria (with Hungary)  1/(2) 17 266 970 221 571 68 314 7 283 748
Poland  /(2) 106 304 616 402 462 142 020 96 153 868
Russia  /(3) 327 851 744 140 551 154 256 5 795 575
Spain/Portugal  4 33 474 932 805 614 373 038 16 612 116
Czech Republic  /(2) 22 941 351 273 669 54 960 23 516 259
STRATEGIC GROWTH MARKETS
Gulf states  4 68 091 250 142 281 241 536 142 224 608
India  /(6) 1 162 524 834 142 853 1 128 928 164 539 889
Southeast Asia (Indonesia, Malaysia, Singapore, Thailand)  1/(6) 32 717 024 145 955 434 145 10 419 716 
( ) Mandated staff

*Number of e-newsletter subscribers, contacts via the call centre (phone calls, emails, letters), brochure requests and downloads, travellers booking at STC/MySwitzerland.com, respondents on MySwitzerland.com, at STC and tour operators, app downloads, competition participants, fans/followers on social media channels

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Read other stories

Partner campaigns in Germany

The example of Germany shows the wide range of ways that regions can benefit from a partnership with Switzerland Tourism.

Overnight hotel stays 2021

The Swiss hotel industry rallied slightly in 2021, but its numbers remained far below pre-pandemic levels.

Michelle Hunziker for Italy

The darling of Italian TV discovers Switzerland as a sustainable destination and shares her experiences with her fans.

In focus 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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