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By the end of 2023, 2,500 tourism businesses joined the Swisstainable programme, from restaurants and hotels to entire destinations.

The South East Asia market is one of ST’s so-called active markets and, with an increase of 26.4%, it grew the most of all markets in percentage terms compared to the pre-pandemic year 2019. It was closely followed by the USA priority market, which grew by 23.3%. The USA was the second most important foreign market in 2023.

The persona in the picture is Lou. Lou wants a break from everyday stress – primarily in nature, on a city walk or at the spa. Lou’s children should be busy with their own activities. For Lou, the focus is on carefree recovery, certainly not stress during holidays or because of activities.

In his third short film, Roger Federer teamed up with comedian Trevor Noah to promote the Grand Train Tour of Switzerland. This campaign was the most successful campaign in the history of ST.

In 2023, ST focussed 100% Women on promoting cycling for women. To this end, a website was launched with around 50 cycling-related offers for female guests in Switzerland.

The crime podcast “Blum” was launched in Spain in 2022 and was a resounding success. Since June 2023, people from English-speaking markets such as the USA and UK/Ireland now also have the chance to follow the exciting story.

The most popular tourist region among US visitors in 2023 was Zurich, followed by the regions Bern and Lucerne-Lake Lucerne, measured in absolute numbers.

Neeraj Chopra, ST’s ambassador for the Indian market, is a world and Olympic champion in javelin throwing. During his visit to Switzerland, he experienced parachuting and jet boating in Interlaken (BE), paragliding and dirt scootering in Zermatt (VS) and river rafting and city running in Geneva (GE).