In 2022, the media officers in 23 markets emphasised various features in media reports through their proactive media work: Journalists from TV, radio, online and print media reported, among other things, on the new  Swiss Friend for the Korean market, the world record with the longest women’s rope team in the world for the  100% Women initiative, the visit of manga artist  Keisuke Sawaguchi, the  Content Creator Summit in Lucerne or the  Asia Pacific Workshop organised by Switzerland Tourism ST, the most important and effective platform for international buyers from the Asia-Pacific region as well as for Swiss service providers.

Switzerland Tourism ST’s Key Media Management (KMM) activities also include helping journalists with their research and organising media conferences and press trips. ST hosted a total of nine international media trips in 2022. Media relations generated 5.65 billion “Top Coverage” contacts around the world.

Worldwide coordination takes place via an interactive newsroom. By providing regular training for employees responsible for media affairs, ST ensures the high standards and success of media relations.

Communication mix
Switzerland Tourism produces high-quality multimedia content and uses the instruments that most effectively address the defined segments to present this content in the markets. Integrated marketing involves four dimensions: campaigning and activation, key media management (KMM), key account management (KAM) and partner integration. In combination, these four main tools achieve the best possible impact for generating overnight stays.
 
Facts and figures
Key media management   2022 2021
Top Coverage contacts* billion 5.65 –
Top Media results*   3858 3,562
Qualified interactions with media professionals   12,732 13,236
Participants in
ST media trips		   1302 831
Media conferences   78 54 
* Positive media pieces prominently placed, with photos
and tourism content that appeared in a key medium.