Crises in themselves are nothing new for Swiss tourism. And therefore not for tourism advertising either, as ST has been operating for more than 100 years. Tourism has therefore proven to be resistant to crises. Economic crises, currency fluctuations, natural disasters or even wars – such global events always have an impact on Swiss tourism. Whether that’s the Second World War, the oil crisis, a weak euro or volcanic eruptions, tourism as an export industry is always directly affected. And, as always, tourism promotion has to work with it.

From “one thing at a time” to “everything all at once”

Over the past 100 years and even further, after all, one crisis has repeatedly been followed by the next. The industry and marketing were each able to focus on one difficulty, one obstacle or one global event and develop strategies to counter it. However, since the coronavirus pandemic at the latest, times have changed: There is no longer a sequence of crises, but rather many crises that strike with concentrated force and all at once. The pandemic, war in Europe, climate change, inflation, a shortage of skilled labour, and so on – and all at the same time. There is no longer any breathing space, the industry and marketing have to respond and act on many fronts and are affected by numerous challenges at the same time. Nonetheless, the industry’s resistance to crisis is once again exemplary. The broad positioning and diversification are proving to be the ideal solution.

The pandemic in particular showed how important the ST market mix is – and highlighted the industry’s impressive resilience. The pandemic has only just been overcome worldwide, and Swiss tourism is already back on course to break records.

Nevertheless, inflation is plaguing many markets abroad, especially in the USA. This has little impact on target groups with an affinity for Switzerland, however. Guests from the USA are not very price-sensitive and are prepared to spend money when travelling to Switzerland. ST Marketing is capitalising on this locally. Switzerland is present and highly popular – among other things, thanks to marvellous pictures in Times Square, be it with Roger Federer and Trevor Noah, for partner regions or for the cities campaign. The hotel overnight stay figures from the North American market are proof of these measures’ success.

Climate change, extreme weather, late snowfalls, warm spells in winter, heatwaves in summer: Our service providers also know how to deal with these. In such cases, offers are extended, a different focus is set – for example, when the global showcase for tourism promotion spontaneously demonstrates that the Swiss winter does indeed take place on the slopes (2022/2023 Winter Campaign), despite the warm temperatures or lack of snow at low altitudes. Or when the focus is on cosiness and togetherness in December (Fondue Experience). Or when autumn is extended or refreshing mountain air is offered as a welcome reprieve during hot summers.

The industry associations are rightly combating the shortage of skilled labour in Switzerland. ST contributes to this by marketing year-round tourism and promoting the low season as an attractive time to travel (Autumn Campaign). This creates year-round employment and increases sustainability at an economic and social level.

Diversification is key

The tourism industry and ST Marketing have learnt: the approach to take is broad positioning and penetration of very different markets and target groups. Another contribution towards sustainability.