Switzerland Tourism ST makes the most of promotional opportunities to market the many faces of Switzerland worldwide. Typical examples in 2023 were the campaign spots, brochures or special offers for the city campaign, the train campaign with Roger Federer, the Swisstainable summer campaign or the “Senses” autumn campaign.

As part of its digital marketing, Switzerland Tourism is continuously developing digital communication for all devices and channels. In 2023, for example, with the new B2B platform MySwitzerland Pro.

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
Campaign & Activation
   2023 2022
Top marketing contacts* bn 5.43 5.05
High-quality customer contacts** mn 14.35 13.78
Web visits per day***   – 67,371
Web visits per year*** mn 58.4 24.60
Languages   16 16
Hotels   3,409 3325
Holiday apartments   20,451 21,628
Newsletters subscribers   403,852 879,264
Newsletters sent mn 7.98 14.44
Downloads mobile apps mn 3.45 3.40
Social media exposures**** mn 5.70 5.08
Number of brochures distributed***** mn 1.088 1.04 
* Contacts from paid advertising (banners, posters, TV ads, events, etc.) ** Number of e-newsletter subscribers, contact via the call centre, phone calls, emails, letters, brochure requests and downloads, travellers booking at STC/MySwitzerland.com, STC and tour operator respondents via MySwitzerland.com, app downloads, feedback/likes on Facebook, followers on Twitter ****Source: Google Analytics including extrapolation (formerly WEMF) ** Number of followers on Facebook, Twitter, YouTube, Pinterest, Instagram, Tumblr, LinkedIn, Vine, Weibo, Renren, Google+, WeChat *****All central productions (Selection/Green/White Winter Special/Cities)