The STM is one of ST’s most important key account measures for tourism service providers in Switzerland.

In September 2023, around 413 buyers from tour operators in 22 different markets met with more than 360 tourism providers from Switzerland at the Switzerland Travel Mart (STM) in Geneva. More than 9,600 one-on-one sales discussions were held as part of this event. The buyers received a brief summary of the range of tourism offerings available. In addition, new contacts were made, and existing ones refreshed or developed further. At the same time, STM offered the ideal environment for exchanging information on the most important holiday trends with buyers from short-haul and long-haul markets.

Enormous potential for extending the tourism season

One trend in particular is emerging in the most important foreign priority markets of the USA and Germany. Peter Strub from German tour operator Studiosus comments: “Extending the season is one of the most exciting tourism trends right now. I was travelling in the Swiss mountains in autumn last year, and many hotels had already closed at the beginning of September, despite the wonderful weather. There would still be plenty of potential if the months of May and September were used to extend the season.” Alison Duray from US-based Abercrombie & Kent took a similar view: “The seasons are changing. People are discovering how much more they can do outside of the summer high season. Spring and autumn, for example, are an exciting time because of all the festivals.”

The most important sales event for Swiss tourism

The STM is one of ST’s most important key account measures for tourism service providers in Switzerland. Céline Deplazes from Lucerne Tourism explains why this is the case: “I’ve been with Lucerne Tourism for a year now, and this is my first time at the STM. For us, the number of tour operators coming from so many different markets is one of the STM’s great strengths. I can make meet British tour operators, just as easily as representatives from South East Asia. The fringe programme helps to cultivate personal relationships so you can put a face to the name.”

The STM in Geneva was also a topic for the industry media, including on htr.ch (German) or abouttravel.ch (French).