A yearning for travel and short breaks generally increased again after the pandemic years – including in Italy. Hotel overnight stays in Switzerland, for example, were with 816,394 higher (as at the end of 2022) in this guest segment, up 49.5% compared with the previous year. However, the reluctance to take long plane trips was still clearly noticeable, as was the need for experiences away from larger crowds. So why not spend the weekend on a little discovery tour of a nearby country? Or even enjoy stress-free holidays, with experiences in nature that include immersion in the local culture and cuisine? Switzerland Tourism ST adopted this sentiment and presented the campaign “I need Swisstainable” to a wide audience in Milan from 26 April to 29 May 2022.

The focus was on strengthening the growing awareness of sustainable travel and positioning Switzerland as a pioneering country in this segment. At that time, in addition to direct train connections from Milan, there were also new connections from Bologna/Genoa and Venice. At the “House of Switzerland”, set up in the Casa degli Artisti, guests were able to experience their visit to a staged version of Switzerland with all their senses: taste, sound, sight and touch.

TV darling and ST ambassador Michelle Hunziker also stopped by the “House of Switzerland” and, among other things, recorded a TV interview with host Urs Gredig for SRF 1. She spoke about her childhood and her modelling experiences, but also about the mindful use of resources. The Ticino native emphasised, for example, that respect for nature has a long tradition in Switzerland and is deeply embedded there – and not just since sustainability became a buzzword. The fan base of the presenter on social channels is immense: for example, around 5.5 million people follow her on Instagram (as at October 2022) and 2.1 million on Facebook.

Swiss specialities to try at the “House of Switzerland”

The Milan exhibition with a virtual journey was divided into five areas that are symbolic of Swiss culture, landscapes and products – and typical of Swisstainable. At a bar, for example, pure spring water could be tasted, and an audiovisual narration took the guests on a ride with panoramic trains. Culinary delicacies from various regions were presented on an oversized dining table and could be smelled, touched and admired. An olfactory aroma experience revealed how nature smells, and a kind of archive allowed visitors to discover all sorts of curiosities and artefacts from Switzerland’s cultural history. All in all, the presentation was a spectacle for all the senses, consisting of objects, sounds, images and smells.

Made in Bern, Geneva Tourism, Ticino Turismo, Victorinox, Rausch, Ricola, Mammut, UNESCO World Heritage, hotel partnerships, the Rhaetian Railway, Swiss Travel System and Presence Switzerland were involved as tourism and strategic partners. Five thousand brochures were distributed to guests on site, 6,000 marketing contacts were made, and there were a total of 29.2 million impressions on social media channels. The articles in various media – such as Corriere della Sera, La Repubblica, “Gredig direkt” on SRF 1 or NZZ – reached 1.4 million people. The events themselves were also well attended: 42 media representatives, 80 VIP guests as well as 140 students and 42 experts participated in the various events.