KAM in long-haul markets

In 2022, we were finally able to catch our breath again – literally and figuratively. Almost two years after the first confirmed case of Covid-19 in Switzerland, the Federal Council largely lifted the corona protection measures. No more certificate and mask requirements in restaurants, stores or cultural venues. In Europe, too, protective measures were gradually scaled back by the summer, and the urge to travel among the short-haul markets returned. At just 9.5%, hotel overnight stays from European guests were still lagging behind 2019 pre-pandemic levels at the end of the year. What is particularly encouraging is that domestic guests also remained loyal to Switzerland as a holiday destination in large numbers, as shown by the 17.5% increase in hotel overnight stays compared with 2019.

The situation in terms of the long-haul markets was different: still-reduced capacities on the long-haul flight network, personnel bottlenecks in the issuance of visas, or the continuing existence of Covid-19 measures caused uncertainty among those willing to travel or kept them from travelling altogether. With this in mind, bookings for 2022 have been made with restraint. In addition, there was generally a longer lead time in the long-haul markets for travel planning, which is about half a year for individual tourism.

The long-haul markets with their high potential for added value are indispensable for the future of Swiss tourism, however. During my visits to the India, GCC and Southeast Asia markets, I therefore personally advocated, among other things, for a more effective visa issuance process. In addition, we have intensified key account management (KAM) for overseas markets in 2022 with numerous events and workshops. For example, one KAM highlight took place in Switzerland in October 2022: the Adventure Travel World Summit. Together with the Adventure Travel Trade Association (ATTA), 800 professionals from the most important global network of leading professionals in adventure tourism and sustainable travel were invited to Lugano in October 2022. During 13 pre-summit tours, participants were able to experience the Swiss tourism offerings first-hand. In addition, the Asia Pacific Workshop was held in June for the Asian markets: 116 tour operators from the Asia-Pacific region met with 86 Swiss tourism suppliers. The Circle, the new quarter at Zurich Airport, made for the perfect venue for this.

With Pascal Prinz, our former Canada Market Manager, we have had an experienced manager for global accounts since 2022. These include Kuoni Tumlare, for example, with whom Switzerland Tourism ST entered into a partnership in the area of Swisstainable for the first time in 2022.

Thanks to these and other KAM measures, we also ensured in the third year of the pandemic that Switzerland as a holiday and travel destination was included in the programme of tour operators for 2023 and thus remained top-of-mind as a diverse and sustainable premium destination for guests in overseas markets.

Martin Nydegger
CEO Switzerland Tourism