Getting together, sharing experiences, expanding and discussing know-how: on 12 and 13 April, the industry met again live for the first time in three years at the Swiss Vacation Day 2022 in Arosa. 1,065 people participated from destinations and organisations, sports and leisure, gastronomy and the hotel industry, politics and business, as well as experts from Switzerland Tourism ST from home and abroad. Due to the pandemic, the most important annual industry trade event was cancelled altogether in 2020 and could only be held virtually in 2021. According to a survey, the participants therefore greatly appreciated the opportunity to get together in person again and to network.

ST President Brigitta M. Gadient addressed an optimistic greeting to everyone at the opening, after which Federal Councillor Alain Berset answered the guests’ questions in a question and answer session. One of the highlights: management thinker and best-selling author Alexander Osterwalder spoke to the plenary about the potential of fresh ideas and showed the destinations how they can use innovations as an advantage for their region. What’s more: ST ambassador Roger Federer joined live to ask how his latest commercial with actress Anne Hathaway had been received. The centrepiece of the international advertising campaign for the Grand Tour of Switzerland was shown to the public for the first time at the Swiss Vacation Day.

Broad discussion and valuable inputs for the tourism industry

Over two days, guests experienced a real firework of events in Arosa: 35 workshops and breakout sessions took centre stage, 68 speakers talked about current issues in the plenary and in breakout sessions, and ideas were developed together in interactive workshops. Topics such as hybrid events, digitisation, sustainability as well as the metaverse and marketing measures for Gen Z were discussed. Media and online platforms also reported on the industry event, such as hotelrevue htr, aboutTravel and Persönlich.

Arosa had already been scheduled to host the Swiss Vacation Day in 2020; however, due to the ongoing pandemic, the event had to be postponed twice. This was only possible thanks to the flexibility of the host and all partners involved. The next event for national and international tourism marketing will be held on 4 and 5 April 2023 in Interlaken.