Market Manager UK Alex Herrmann in an interview with the Swiss Television (contribution via image link).

Gardens inspire dreams, and not only in botanical terms. With their vegetation and design, they also awaken a desire to travel. At the prestigious 2022 Chelsea Flower Show in London, Switzerland Tourism ST was represented by an extraordinary project designed by British garden designer Lilly Gomm. The Helvetic oasis showcased alpine flowers such as edelweiss, columbine and belladonna, as well as Mediterranean palms, all embedded in a landscape featuring boulders and water features – symbolising Switzerland’s numerous mountains and lakes.

The garden’s designer had been inspired during several visits to Switzerland: “Many plants grow here in a very small space and from different vegetation zones,” she explained. From the mild climate of Ticino to the peaks of the Alps: it is precisely this diversity that she incorporated and implemented in her work. In addition to the plant life, Lilly Gomm was also impressed by how uncomplicated and practical train travel is in this country. Which is why a curved iron bench reminiscent of train tracks also appeared in the Swiss Garden in London, as a tribute to sustainable travel.

Contribution by the BBC and “Tagesschau” of SRF on the Swiss Show Garden

The aim of the garden was to inspire guests to visit the unique Swiss landscapes, picturesque towns and crystal-clear lakes themselves: in spring for culture and festivals, in summer for hiking and outdoor activities, in autumn for moments of indulgence around food and wine, and in winter for snow sports.

The Chelsea Flower Show is organised annually by the Royal Horticultural Society and takes place on an area covering 4.5 hectares. ST had started planning for the 2022 edition in the spring of 2021. The 39 gardens then presented to the public from 24 to 28 May 2022. The exhibition is a classic among garden enthusiasts and plant lovers, with around 200,000 people visiting every year. ST distributed 10,000 brochures made especially for the show on site. In addition, domestic and foreign media were invited to the show to cultivate contacts. In addition to many British media, such as the BBC, The Daily Telegraph or The Herald, the Tagesschau of SRF1 also reported on the event.

In total, ST also generated over 5 million marketing contacts – thanks in part to a contest which over 19,000 people participated in to win a trip to Switzerland.