Creating a desire worldwide

“Switzerland Tourism is responsible for all of Switzerland’s tourism marketing, both at home and abroad.” This soberly formulated basic mandate of the Confederation is translated by Switzerland Tourism (ST) into campaigns and measures that focus on emotional benefits. Since, even more so than in many other sectors, tourism is about people, their emotions and creating desire.

It is not for nothing that we see Switzerland as a global love brand in our new vision, which naturally also includes a pioneering role in sustainable tourism. This will ensure the long-term prosperity of Swiss tourism nationwide.

The hurdles that need to be overcome on the way to achieving this vision have not diminished in 2023: two wars are taking place on Europe’s doorstep, inflation is eating into the budgets of many households, and climate change is forcing us to adapt our strategies – especially when it comes to winter tourism.

Over the past three years, we have proven that we can overcome crises together with Switzerland’s tourism service providers. The pandemic has also clearly shown us that travelling and going on holiday are part of our basic needs. And the more difficult and complex the world situation is, the stronger the need to feel positive emotions and create beautiful memories – be it high up on the mountain or in the alleyways of our beautiful cities. We wanted to communicate this in 2023 with the cities campaign Fountain Dip or the winter campaign with skiing star Marco Odermatt, for example. In this multi-optional world, together with our industry and business partners, we will work even harder to continuously rekindle a love of Switzerland as a destination among our guests worldwide.

Brigitta M. Gadient
President of Switzerland Tourism