In 2022, Switzerland experienced record summer temperatures, which also had a direct impact on Swiss tourism. Never before have Swiss rivers been this warm, with some even drying up almost completely. The Lake Constance Navigation Company was forced to suspend operations between Rorschach and Rheineck. In Zermatt, the cable cars and mountain railways discontinued summer ski operations due to the lack of glacier snow. Some SAC huts face potential closure over the coming years since the thawing permafrost is causing the rock masses on which the huts are built to slide. Such extreme weather phenomena have become more frequent in recent years, confirming the fact that climate change is indeed caused by mankind. The “Federal Tourism Strategy” therefore lists climate change as one of the five most important challenges for Swiss tourism.

Tourism as the fifth most important export industry

But anyone who lapses into overly zealous activism in the face of the numerous challenges is acting just as poorly as someone who simply does nothing. Making up almost 5% of foreign trade, tourism is Switzerland’s fifth most important export sector. In mountain destinations in particular, many jobs depend on tourism, whether directly or indirectly. Unilateral bans, as demanded by some politicians, fall short, endanger these jobs and therefore cannot be reconciled with the overarching idea of sustainability. Smart, holistic initiatives and measures are more effective. These always consider geographical conditions, as the effects of climate change vary greatly from region to region. The same applies to the opportunities that open up for Switzerland at an international level and for the various destinations at a regional level.

Innovative, responsible, Swisstainable

In the third quarter of 2022, the Federal Office of Civil Aviation (FOCA) counted a total of 13.7 million arriving and departing passengers (local and transfer passengers) in scheduled and charter traffic. This corresponds to 62% more than in the same period of the previous year. Although still 18% below 2019 pre-pandemic levels, the marked increase shows how great the demand on air travel is.

International tourism without air travel is therefore unrealistic; international aviation cannot be unilaterally influenced by the Swiss tourism industry. On Swiss soil, however, the industry can take the reins. Here, Switzerland Tourism ST ensures a longer duration of stay as well as a geographic and seasonal diversification of visitor flows. The entire industry is committed to measures and approaches that can basically be assigned to the following two action areas: slowing down climate change by avoiding greenhouse gases, and adapting to climate change by means of new, holistic strategies. The Swisstainable movement belongs to the latter: it intends not only to ensure the survival of tourism service providers, but also to ensure nationwide prosperity in the long term, despite climate change.

In addition to various measures and campaigns within the framework of the Swisstainable movement, the programme of the same name forms the centrepiece. Both experienced pioneers and those just venturing onto this journey can take part, with three levels of recognition available, and show their commitment to sustainability with the Swisstainable insignia. After all, a strong position with respect to sustainability is increasingly becoming a competitive advantage, and Switzerland offers all the prerequisites to achieve this.

Reducing greenhouse gases in tourism

Reducing harmful greenhouse gases in all areas of life nevertheless remains essential – whether thanks to more climate-friendly energy sources or through our own mindful consumption. This is where the economy is called upon to develop innovative products. The ski destination of St. Moritz provided an excellent example of this for the first time during the 2022/23 winter season: In the ski resorts, all diesel vehicles, construction machines, 36 snow groomers and 65 service vehicles run on a CO2-neutral diesel, the GTL (Gas-to-Liquids) Fuel Alpine. All service buildings, businesses and restaurants are also heated with the CO2-neutral heating oil, GTL Fuel Heating. In addition, Swiss International Airlines (SWISS) is the first scheduled airline to fly from Switzerland with SAF (Sustainable Aviation Fuel), a synthetically produced kerosene, from 2021. What makes this so special is that carbon from existing sustainable biomass or gases is reused and converted into fuel. SAF is thus a genuine alternative to fossil kerosene.

At the same time, a significant degree of personal accountability is required – whether in people’s private lives or in the world of business. The “Swisstainable Veggie Day” conducted by ST, a project of ST’s Swisstainable movement, showed how personal responsibility can be promoted with an initiative.

Despite the challenges posed by climate change, with which the Swiss tourism industry was confronted in 2022, it tackled its responsibilities and took ownership in 2022. Keeping at it will pay off sooner rather than later.