In 2023, Switzerland Tourism (ST) employees responsible for media affairs in 23 markets and 3 antenna offices set the tone in media coverage with their proactive media work via TV, radio, print and online. Globally, the media work generated 5.88 billion “top coverage” contacts. Here’s a selection:

  • In Switzerland, the media reported on topics such as the new Chinese guests, the summer campaign “Swisstainable on the move” and the successful work with ST’s celebrity ambassadors, for example with global ST brand ambassador Roger Federer for the Grand Train Tour of Switzerland.
  • Media work abroad is conducted via 34 branch offices, from New York to Tokyo. Reporting here focussed mainly on product media work. Examples included the TV programme “Denkend aan Switzerland” in the Benelux market, the inauguration of the Swiss Family Villages in the Italian market with Yann Sommer and Michelle Hunziker, the project Accidentally Wes Anderson for the North American market and the visit of celebrity musicians Lee Hyori and Lee Sang-soon for the Korean market.

In addition, ST supported media representatives with research as part of key media management and organised media conferences, such as the annual media conference and the half-year media conference in Zurich. As always, these attracted a great deal of media interest. The main topic in February 2023 was the recovery of Swiss tourism, for example in the SRF Tagesschau. In August 2023, the French-speaking Swiss daily news programme “Le Journal 19h30” focused, among other things, on the large increase in US guests in the summer.

ST invited 2023 a total of 1348 media professionals to Switzerland. An interactive newsroom is used to coordinate tourism topics worldwide.

Communication mix
Switzerland Tourism produces high-quality multimedia content and uses the instruments that most effectively address the defined segments to present this content in the markets. Integrated marketing involves four dimensions: campaigning and activation, key media management (KMM), key account management (KAM) and partner integration. In combination, these four main tools achieve the best possible impact for generating overnight stays.
 
Facts and figures
Key media management   2023 2022
Top Coverage contacts* billion 5.88 5.65
Top Media results*   3609 3858
Qualified interactions with media professionals   13 969 12 732
Participants in
ST media trips		   1348 1302
Media conferences   60 78 
* Positive media pieces prominently placed, with photos
and tourism content that appeared in a key medium.