Germany is the largest foreign market for Swiss tourism. Despite the ongoing pandemic, travel between Germany and Switzerland was possible without major restrictions in 2021, and Switzerland Tourism ST’s international offices in Frankfurt, Berlin and Stuttgart no longer needed to hold back on their marketing. The following 17 examples of projects and cooperations formed a key pillar of the advertising in Germany promoting Switzerland as a holiday and travel destination:

Overview of example projects and cooperations in Germany
Partner region
Measure Timeframe Reach
Made in Bern, Lucerne-Lake Lucerne, Vaud, Valais/Wallis Promotion, Ticino House of Switzerland:
Pop-up location in central Stuttgart in cooperation with Presence Switzerland. Integration of regional partners into the Swiss lounge and at public and media/trade events.
July to October 20 million
Valais/Wallis Promotion Cooperation with Burda Media:
Media partnership with Burda Media, focused on 100% Women with ambassador Beatrice Egli. Advertising on the portals and, with a focus on Valais as a key partner. Huge media resonance in Germany with over 200 contributions.
July to October 5.6 million (promotion)
125 million (KMM)
Graubünden, Ticino, Lucerne-Lake Lucerne, STS, Mammut “Fit auf die Alp”:
Major influencer campaign with three regional partners and Swiss Travel System, focusing on outdoor fitness.
June to August 27.6 million
Graubünden, Made in Bern, Valais/Wallis Promotion, Vaud, Europcar, STS Top Spot Award:
Digital campaign with creative German filmmakers, coupled with a competition in the partner regions and accompanied by activities on
September to October 9.1 million
Made in Bern,
Lucerne-Lake Lucerne,
Cooperation with MSV-Medien:
Print and digital cooperation for three partner regions. Encompassed all of the publishing house’s outdoor magazines, including “trekking-Magazin” and “Wandern & Reisen”.
March to August 1.2 million
Made in Bern, Graubünden, Lucerne-Lake Lucerne, Ticino, Basel, Jungfrau Railways DB cooperations:
Digital campaign “Sommer in Europa” (summer in Europe) on, in conjunction with transport partner Deutsche Bahn.
July 25.4 million
Geneva and Vaud Food Challenge:
An influencer challenge focusing on gourmet travel experiences. This was also supported by a media cooperation with the food magazine “eat smarter” and ST activities on
August to November 22.2 million
Geneva and Vaud “Food and drink” digital content special:
Cooperation with media of the Gruner+Jahr publishing house, with a focus on gourmet travel experiences in Geneva and Vaud, including a food event.
June to August 1.9 million
Valais/Wallis Promotion Outdoor Leser Reporter:
Print and digital media cooperation for the outdoor segment, activated for holidays in Valais, accompanied by an ST campaign on
March to August 18.8 million
Vaud Cooperation with ADAC Reisemagazin:
Print and digital contributions about the wine, food and culture of Vaud, including a 16-page experience guide.
April to August 2.8 million
Ticino Turismo Soul Sister Camp:
Camp in the Blenio Valley held with three readers of the magazine “Soul Sisters”, plus accompanying print and digital content.
April to September 2.2 million
Graubünden Ferien SportScheck cooperation:
Extensive multi-channel campaigns with the outdoor reseller SportScheck for the Arosa Lenzerheide, Davos Klosters and Engadin destinations. Summer and winter promotion.
June to July and
October to December
Graubünden Ferien Guide in Mountainbike
Cooperation for digital and print content promoting Davos Klosters as a mountain biking destination, under the partnership with Graubünden Ferien.
September 750,000
Lucerne-Lake Lucerne and Made in Bern Harmony FM travel weeks:
Two-week promotion on the local radio station in Frankfurt focused on holidays in the Lucerne and Bern regions.
June 2.1 million
Basel Tourismus Basel Culture:
Media cooperations with the lifestyle magazine Bold and the weekly newspaper Die Zeit for print and digital content, a print cooperation with Süddeutsche Zeitung and a campaign with various influencers.
May to September 7.6 million
Winterthur Winterthur, city of culture:
Major digital campaign on plus an influencer campaign focusing on cultural experiences.
August to September 23 million
Ticino Turismo CampChamp Ticino:
Major influencer campaign around the theme of glamping and camping, supported by measures on
September 10.3 million