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Brazil is the latest focus market for Switzerland Tourism (ST) in the health tourism segment. Brazilians, and particularly those from more affluent segments of society, are very interested in this topic and invest a lot of time and money in health treatments, especially those offered abroad – as shown by analyses by ST Market Research as well as assessments by ST’s branch in Brazil.
ST is now realising this potential together with its partners in health tourism. In April 2023, Swiss healthcare providers travelled to the two major metropolitan regions of Rio de Janeiro and São Paulo for the first time, where they took part in relevant events and meetings together with ST managers and met key personalities. Contacts were established with specialised tour operators (B2B, 35 tour operators in total), with the media, and also with promising guest segments directly (B2C). The programme also included visits to consulting companies that specialise in private wealth management and therefore offer access to interested target groups.
Rank and name of Swiss health tourism
The high-ranking delegation included the luxury resort and medical centre Grand Resort Ragaz (Eastern Switzerland/FL) and therapy centres The Kusnacht Practice (Zurich region) and NEOVIVA (Lucerne-Lake Lucerne). Also present were an expert from the Waldhotel Health & Medical Excellence rehabilitation centre (Bürgenstock, Lucerne-Lake Lucerne) and a representative of the Swiss Medical Network clinic association.
The visit to the market served to unlock potential for Swiss service providers in the sector and met with a good response in both major cities, in the media, such as on the radio, but also in specialist and business magazines (in Portuguese): for example, on Brazil’s most exclusive platform for luxury travel, the “Revista UNQUIET”, in the Brazilian edition of the well-known international lifestyle publication “L’Officiel” and on the wide-reaching radio station network “Band Radio FM” (from minute 32:40, in Portuguese). The visit achieved a total of more than 4 million media contacts.
