Key indicators for 2023
The most important key indicators for the year at a glance.
All contributions
A digital Alpine window
Switzerland Tourism responded quickly to the challenging snow situation in winter 2022/23 with a new live webcam overview.
In focus, Campaigns, Winter
Train travel campaigns
Train travel plays a key role in sustainable travel. This type of travel was promoted in 2023 with four campaigns and a lot of prominent support.
In focus, Campaigns
Where US guests travel to
There was a lot of pent-up demand for holidays among US guests, and Switzerland was high on their bucket list in 2023.
In focus, Market topics
Contemporary persona marketing
Precise guest personas for marketing for the entire tourism industry.
In focus, Marketing strategy
Financial statements
5
Contributions
Campaigns
13
Contributions
Campaign & Activation
Switzerland Tourism selects the most suitable analog and digital channels for its own campaigns and marketing activities depending on the target group and market.
Campaigns, Marketing strategy, Digital marketing
Travelling by train with Roger
Joined by comedian Trevor Noah, tennis star Roger Federer showed in his third short film that it’s never the wrong train in Switzerland.
Campaigns
Train travel benefits for Gen Z
Convenient, inexpensive, sustainable: Andri Ragettli and Marco Odermatt thus lured the under-25s to the mountains for winter 22/23 and 23/24.
Campaigns, Winter
A digital Alpine window
Switzerland Tourism responded quickly to the challenging snow situation in winter 2022/23 with a new live webcam overview.
In focus, Campaigns, Winter
Sustainable summer holidays
Public transport plays a key role in sustainable travel. With “Swisstainable on the move”, Switzerland Tourism and SBB successfully teamed up.
Campaigns
Train travel campaigns
Train travel plays a key role in sustainable travel. This type of travel was promoted in 2023 with four campaigns and a lot of prominent support.
In focus, Campaigns
Prominent Swiss ambassadors
Neeraj Chopra, Beatrice Egli, Michelle Hunziker, Marco Odermatt, Andri Ragettli and Yann Sommer got their fans into Switzerland in 2023.
Campaigns
Autumn for all the senses
The “Senses” autumn campaign invited guests to experience autumn in Switzerland with all their senses.
Campaigns, Autumn
Beatrice and the mountain – part 2
On the Höchst Trail and across Switzerland: Beatrice Egli and a team of cyclists ensured a successful campaign for 100% Women.
Campaigns, Summer
The summer cities campaign
Summer in Switzerland’s cities – when people bathe not only in lakes and rivers, but also in fountains.
Campaigns, Cities
No more boring business events
How about a castle? Or an aquarium? Event planners can now choose from a list of over 50 exceptional locations for their business events.
Campaigns
Inspiring wellness calendar
The Instagram wellness & spa campaign reflected current trends. The videos were viewed an above-average 87,000 times.
Campaigns
“The Perfect Shot” on YouTube
Authentic travel impressions from Switzerland through the lens of four international content creators – and the community is joining in the excitement.
Campaigns, Marketing strategy
Marketing strategy
12
Contributions
413 buyers at the STM in Geneva
At the STM in Geneva, more than 9,600 sales meetings were held with 413 international buyers, and important travel trends were discussed.
Marketing strategy
Partner Integration
Switzerland Tourism cooperates closely with industry and corporate partners under the umbrella of the strong brand Switzerland.
Marketing strategy, Partnership
Key Account Management (KAM)
Maintaining relationships with tour operators is vital, particularly in long-haul markets.
Marketing strategy, Marketingmix
Campaign & Activation
Switzerland Tourism selects the most suitable analog and digital channels for its own campaigns and marketing activities depending on the target group and market.
Campaigns, Marketing strategy, Digital marketing
Segment and experiential strategy
Switzerland Tourism has defined 13 visitor types according to their needs. This segmentation makes precise visitor marketing possible.
Marketing strategy
Media trips
Almost 100 international journalists took part in a total of eleven thematically organised media trips.
Marketing strategy
Key media management
Switzerland Tourism set important accents in the media debate, with media topics such as overtourism or dealing with long-distance travellers.
Marketing strategy
Contemporary persona marketing
Precise guest personas for marketing for the entire tourism industry.
In focus, Marketing strategy
ETOA discovers Swisstainable
The European tourism association held its board meeting in Switzerland – and got to know Swisstainable at the same time.
Marketing strategy
The Travel Corporation relies on Swisstainable
Top management at The Travel Corporation, joined by tourism professionals and journalists, got to know Swisstainable on site.
Marketing strategy
Digital continuation of the STM
With the new B2B platform “MySwitzerland Pro”, Switzerland Tourism has created a digital version of Switzerland Travel Mart (STM).
Marketing strategy, Digital marketing
“The Perfect Shot” on YouTube
Authentic travel impressions from Switzerland through the lens of four international content creators – and the community is joining in the excitement.
Campaigns, Marketing strategy
Market topics
15
Contributions
Hotel overnight stays 2023
Swiss tourism has recovered from the pandemic. Hotel overnight stays reached an all-time high in 2023, despite the continued absence of visitors from China.
Market topics
Blum – inspiring crime podcast
The “Blum” crime podcast reaches new guests by taking them on an exciting journey through Swiss cities and museums.
Market topics
China’s appetite for Swiss winter
A large-scale roadshow in five major Chinese cities whetted the appetite for snow sports holidays in Switzerland.
Market topics
Health tourism from Brazil
A high-ranking delegation of Swiss service providers joined Switzerland Tourism to present their superior offering in the Brazilian market.
Market topics
Swiss wine in New York City
Swiss wine tourism was the talk of the town in the US metropolis in the summer of 2023.
Market topics, Partnership
Neeraj Chopra loves Switzerland
World champion, Olympic gold winner and Switzerland’s brand ambassdor in India: javelin thrower Neeraj Chopra had an action-packed holiday in Switzerland.
Market topics
A Swiss village in Paris
In Paris, Switzerland Tourism surprised locals with a Swiss village, for an insight into the diversity of Switzerland.
Market topics
Dadaism in Spain
The “All Those” festival in Barcelona attracts art lovers and foodies alike. An audience that would appreciate Zurich, as the birthplace of Dadaism.
Market topics
Swiss spring in Seoul
The “Swiss Spring Street Festival” in Seoul was the venue for travel inspiration and a special anniversary celebration.
Market topics
UAE creators on a discovery tour
Two content creators from the UAE introduced their local community to Switzerland as an ideal destination for family holidays.
Market topics
Switzerland on Dutch TV
The TV series “Denkend aan Zwitserland” showed its Dutch audience the most beautiful sides of Switzerland as a winter wonderland.
Market topics
Where US guests travel to
There was a lot of pent-up demand for holidays among US guests, and Switzerland was high on their bucket list in 2023.
In focus, Market topics
Table football with Yann Sommer
Michelle Hunziker and Yann Sommer opened the Swiss Family Village in Milan, with a focus on active autumn family holidays.
Market topics
Coop offers in demand
Over 19,000 hotel overnight stays were generated by the Coop collaboration in 2023 with an established, trilingual offer in the Swiss market.
Market topics
Three weeks with Korean creators
How can Korean guests be persuaded to holiday for longer in Switzerland? Simply by showing them how much fun longer holidays are here on social media.
Market topics
Organisation
17
Contributions
Sustainability and long-haul markets
Targeted activities in long-haul markets: a marketing lever for positively influencing sustainability in Switzerland.
Main issues in tourism
Awards for Switzerland Tourism
In 2023, Switzerland Tourism (ST) won numerous awards, several of which involved its ambassador Roger Federer.
Organisation
Recovery complete
The budget in the last year of the recovery programme was CHF 9.2 million. CHF 6.5 million of this came from federal government funds.
Organisation, Recovery campaign
The Switzerland Tourism organisation
The national marketing organisation has a federal mandate to grow demand worldwide for Switzerland as a holiday, travel and conference destination.
Organisation
Members benefit
Thanks to STnet.ch and a strong network, members of Switzerland Tourism are always up to date.
Organisation, Partnership
Extended Management Team (EMT)
Organisation, Names
The cross-sectoral tourism network
In a cross-sectoral industry such as tourism, the network is the basis for Switzerland Tourism's success.
Organisation, Network
Global marketing report 2023
In 23 markets a total of 36 regional offices ensure the country-specific adaptation of Switzerland Tourism’s marketing campaigns.
Organisation
The Board of Directors
Organisation
The Switzerland Tourism Council
Government representatives, economic partners, strategic partners, as well as canton and city representatives sit on the council.
Organisation, Names
The Executive Board
Organisation, Names
Crises now all at once
Swiss tourism is resistant to crises, but “multiple crises” all at once is new and particularly challenging.
Main issues in tourism
ChatGPT in tourism
AI chatbot systems condense information in no time at all. Head of Digital Management Stefan Künzle explains how ChatGPT and co. can be used for tourism.
Main issues in tourism
Promoting year-round tourism
As part of Swisstainable, Switzerland Tourism promotes year-round tourism. Autumn in particular offers great potential as a season in its own right.
Main issues in tourism
Creating a desire worldwide
Eliciting positive emotions to create a desire for Switzerland as a destination: In a multi-optional world, this is becoming even more of a priority.
Organisation
On the move with Swisstainable
The transition to sustainable tourism requires time, money, and support from the industry. A lot was achieved with Swisstainable in 2023.
Organisation
Test your knowledge
Quiz: From gastronomy to hotel overnight stays – test your knowledge of tourism here.
Organisation
Network
7
Contributions
Partner Integration
Switzerland Tourism cooperates closely with industry and corporate partners under the umbrella of the strong brand Switzerland.
Marketing strategy, Partnership
Investments by regional partners
13 regional and numerous destination partners as well as other Swiss service suppliers invested a total of CHF 13.2 million in joint marketing activities.
Network, Partnership
Members benefit
Thanks to STnet.ch and a strong network, members of Switzerland Tourism are always up to date.
Organisation, Partnership
The cross-sectoral tourism network
In a cross-sectoral industry such as tourism, the network is the basis for Switzerland Tourism's success.
Organisation, Network
Business partners
40 business partners supported targeted marketing campaigns by Switzerland Tourism with CHF 7.78 million.
Network, Partnership
Swiss wine in New York City
Swiss wine tourism was the talk of the town in the US metropolis in the summer of 2023.
Market topics, Partnership
Switzerland Vacation Day with surprise guest
The 25th Switzerland Vacation Day in Interlaken was attended by Federal Councillor Albert Rösti and, to the surprise of the 1,200 participants, brand ambassador Roger Federer.
Network, Membership