The Gulf States have recently become a priority market for Switzerland Tourism (ST), which is reason enough to position Switzerland in these countries as the perfect destination for holidays with the whole family. To achieve this, ST sent the two content creators Farah Al Aydi and Zainab Al Sawalhi from the United Arab Emirates (UAE) on a trip through Switzerland from 21 to 28 July 2023.

Over 15.75 million views on Instagram

As guests from the Gulf States often travel with the whole family, the preferred means of transport within Switzerland is still by car. To show these guests how easy it is to travel by public transport in Switzerland, Farah Al Aydi and Zainab Al Sawalhi took the train to visit Gstaad, Davos, Lucerne and Montreux. While doing so, their focus was on family-friendly experiences. With their videos and photos on Instagram, they managed to reach their fans in the Gulf region on a personal level. The resulting content generated 927,000 likes, 5,200 comments and 15.75 million views. Incidentally, the content not only showcases the beauty of Switzerland, but is also packed with practical information and travel routes – acting as an ideal aid to holiday planning.

Highest purchasing power

Following on from the coronavirus pandemic, guests from the Gulf States some of the most loyal returning overseas travellers to Switzerland. According to the Federal Statistical Office, they generated 36 051hotel overnight stays in 2023. That’s 5.3% more then in the record year of 2019. With an average daily spend of CHF 430 per person, they also have the highest purchasing power for Swiss tourism, according to ST’s Tourism Monitor Switzerland.