The 2022 Winter Olympics in Beijing sparked an interest in snow sports among the Chinese population. Switzerland Tourism (ST) capitalised on this upswing and drew attention to Switzerland as a paradise for winter sports during a roadshow through China lasting several weeks in 2022 and 2023.

Over 30 million media contacts

ST toured the country from 19 November 2022 to 4 February 2023 and organised a total of twelve events in five major Chinese cities. In addition to ST, the destination partners of Flims Laax Falera, Crans-Montana, Vaud Promotion, Davos Klosters, Andermatt, the tourist regions of Lucerne-Lake Lucerne, Engelberg Titlis, Schilthorn and the Jungfrau region, as well as strategic partners Victorinox, milk producer organisation mooh, the Rhaetian Railway, Swiss Travel System, Kambly and Appenzell Beer were also represented. ST set the perfect winter stage for the partners who had arrived for the event, and everyone was able to benefit from the expertise of ST’s Chinese employees on-site. In addition, ST entered into partnerships with snow sports medium Huaxue Zoo, official Swiss representatives, GoFederal and local media outlets. Among other things, this resulted in over 30 million media contacts.

Perfect winter sports destination

At the events, participants were given a deeper insight into Switzerland as the ideal winter sports destination in an entertaining and interactive way, which attracted a huge amount of interest. At the public exhibition as part of the “so Swiss” campaign in Shanghai alone, 20,000 visitors wanted to find out more about the winter wonderland in the heart of Europe. The 12 events were also covered by a total of 155 media representatives.

To heat things up for the first post-Covid winter season for Chinese guests, ST organised an additional roadshow in October 2023 on the topic of snow sports in Beijing, Shanghai, Chengdu, Shenzhen and Taipei.