Face-to-face nurturing of relationships remains crucial, in spite of digitalisation. The improved travel situation enabled ST to invite tour operators back to Switzerland in greater numbers during 2021. This included visits to the largest and most important trade fair on the Swiss tourism calendar and the so-called FAM trips.

Switzerland Travel Mart in Interlaken

After a Covid-induced hiatus, the biggest and most important trade fair for the Swiss tourism industry took place once again in Interlaken between 10 and 14 October 2021. 343 tour operators from almost every market travelled to the Bernese Oberland, where 300 Swiss tourism providers sold Switzerland as a travel and holiday destination. The STM triggered 442,000 additional hotel overnight stays in Switzerland.

Entry to every part of the event facilities required proof of vaccination and/or of the attendee having recovered from Covid-19. The strict safety concept also included extensive on-site testing facilities for those who could not be vaccinated for medical reasons or those who had received a vaccine that is not on the EMA list. This enabled the largest tourism event to date under pandemic protection measures to be held safely and in person.

International FAM trip with 18 buyers

Between 27 June and 2 July 2021, ST hosted FAM trips for the luxury travel market in conjunction with Swiss Deluxe Hotels, SWISS and Swiss Travel System AG. 18 buyers from ten markets took part in the four trips, familiarising themselves locally with the offering. The itinerary took in the destinations of Bern, Davos, Geneva, Lausanne, Lucerne, Montreux, St. Moritz and Zurich. During the trips, 36 Swiss partners had the opportunity to meet the buyers for individual sales talks.

The four pillars of marketing
The marketing model for Switzerland Tourism ST is based on the four pillars of marketing. Specifically, the four main tools for this communication approach are Digital Marketing, Key Account Management (KAM), Key Media Management (KMM) and Promotion. In combination, these four main tools achieve the best possible impact for generating overnight stays. It is important that the different general conditions and consumer behaviour in the various markets are taken into account.
Facts and figures
Key Account Management (KAM)   2021 2020
Overnight stays generated through KAM million 1.52 0.96
Tourism turnover* CHF billion 303.5 190.1 mio
* KAM-generated overnight stays multiplied by the daily spending for the relevant country