All contributions

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

Extended Management Team (EMT)

Organisation, Names

The Executive Board

Organisation, Names

The Board of Directors

Organisation, Names

Global marketing report 2022

In 23 markets a total of 35 regional offices ensure the country-specific adaptation of Switzerland Tourism’s marketing campaigns.

Organisation, Market topics

The Switzerland Tourism Council

Government representatives, economic partners, strategic partners, as well as canton and city representatives sit on the council.

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

Focus on tourism

Climate change, the war in Ukraine and the development of winter tourism: These were the dominant issues that faced the industry in 2022.

Main issues in tourism, Winter

Climate change and tourism

Global climate change is a fact. The tourism industry is rising to the challenges and taking responsibility.

Main issues in tourism, Swissainable-en

Tourism ambassador

Tackling new markets, mastering tricky contexts, cultivating relationships: Federico Sommaruga is the expert in “Diplomacy Marketing”.

Organisation, Market topics

KAM in long-haul markets

Urge to travel was up in short-haul markets, but more time needed for long-haul markets, making KAM all the more important.

Organisation, Mission

Armed for multiple crises

As the accumulation of crises in 2022 has shown, strong positioning is nonetheless needed to ensure prosperity.

Organisation, Vision

Offices in Lisbon and Manila

ST outposts to better identify and assess new guest groups.

Organisation, Market topics

Winter tourism is changing

A longer autumn, less snow, declining guest numbers. New ideas for the winter season are both welcome and needed.

Main issues in tourism

War in Europe

Russia brings war back to Europe, and Swiss tourism is also affected as a result.

Main issues in tourism

New market structure

Switzerland Tourism restructured the markets, strengthening agility and resilience for times of crisis.

Organisation, Market topics

Marketing strategy
13 Contributions

Journalists from across the world

Around 90 international journalists took part in nine media trips, each one organised around a particular theme.

Marketing strategy

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.

Marketing strategy, Campaigns

Partner Integration

Switzerland Tourism cooperates closely with industry and corporate partners under the umbrella of the strong brand Switzerland.

Marketing strategy

Key Media Management

As the pandemic receded in 2022, Switzerland Tourism was again able to proactively set more media topics.

Marketing strategy

Key Account Management (KAM)

Maintaining relationships with tour operators is vital, particularly in long-haul markets.

Marketing strategy

Strong performance thanks to recovery

The additional federal recovery funds enabled Swiss tourism to continue improving while focusing on short-haul markets.

Recovery campaign

Segment and experiential strategy

Switzerland Tourism has defined 13 visitor types according to their needs. This segmentation makes precise visitor marketing possible.

Marketing strategy

Beitrag im Schweizer Fernsehen zum Content Creator Summit von Schweiz Tourismus

Content creators and BeReal

Social media is changing: more moving images at 2022 Content Creator Summit – and Switzerland Tourism with BeReal test run.

Marketing strategy, Social media

Run the Swiss Cities

Switzerland Tourism’s “Run the Swiss Cities” summer campaign focused on discovering Swiss cities on various running routes.

Marketing strategy

Road trip outshines Federer

Anne Hathaway and Roger Federer make do with supporting roles in this film about the Grand Tour of Switzerland.

Marketing strategy, Summer, Grand Tour of Switzerland

Worldwide in business

Requests for business events continued to rise in 2022. A global digital campaign attracted attention.

Marketing strategy

Inspiration for hotels

Hotel Marketing Day 2022 took place for the first time at 17 locations in Switzerland. With events that created proximity.

Marketing strategy

Wanted: young snow sports fans

Attractive promotions attracted Gen Z to the slopes in 2021/22 and 2022/23 winter seasons, such as “snow25” and “sleep25”.

Marketing strategy, Winter

In focus
2 Contributions

Short-haul guests are back

Hotel overnight stays from short-haul markets have almost returned to pre-pandemic levels, with several reasons for this.

In focus, Market topics

Indulgence without compromise

The first Swisstainable Veggie Day was very well received throughout Switzerland, by both restaurants and guests.

In focus, Partner projects, Swisstainable

Campaigns
8 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.

Marketing strategy, Campaigns