As part of its key account management (KAM) activities, Switzerland Tourism ST maintains regular contact with tour operators. ST concludes business plans with them for the prominent placement of Swiss holiday and travel offers on the corresponding platforms (online and offline) and more generally for increasing the number of Swiss products sold. Face-to-face relationship management is an essential part of KAM’s work. Thanks to the lifting of Covid 19 measures in many important markets, not only more but also larger events were held in Switzerland again compared to the previous year.

In 2023, the Switzerland Travel Mart or the international educational trip with 34 top travel consultants from North America, Southeast Asia and South Africa organised by tour operator TTC.

The marketing mix
Switzerland Tourism produces high-quality, multimedia content and uses the instruments that most effectively address the defined segments and personas to present this content in the markets. Integrated marketing involves four dimensions: campaigning and activation, key media management, key account management and partner integration.
 
Facts and figures
Key Account Management (KAM)   2023 2022
Overnight stays generated through KAM million 3.91 2.35
Tourism turnover* CHF million 899.2 514.2 
* KAM-generated overnight stays multiplied by the daily spending for the relevant country