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.
All contributions
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
Run the Swiss Cities
Switzerland Tourism’s “Run the Swiss Cities” summer campaign focused on discovering Swiss cities on various running routes.
Cities, Campaigns
Wellness offers in nature
Autumn campaign: nature as a source of energy and relaxation.
Autumn
A road trip with Roger Federer
The tennis star promotes the Grand Tour of Switzerland together with actress Anne Hathaway – and breaks all records.
In focus, Campaigns
Road trip outshines Federer
Oscar winner Anne Hathaway and Switzerland ambassador Roger Federer make do with supporting roles in the film about the Grand Tour of Switzerland.
Marketing strategy, Summer, Grand Tour of Switzerland
100% Women with world record
With the 100% Women initiative, women are more visible than ever in tourism. 2022 marks a world record on the Breithorn.
Campaigns, Summer
That fondue feeling
Cheese, a fork, cubes of bread: A new online platform for fondue revealed where the caquelon is made the focus of things.
Campaigns, Winter
Wanted: young snow sports fans
Favourable prices and attractive promotions attracted Gen Z to the slopes in 2021/22 and 2022/23 winter seasons. With "snow25" and "sleep25" there were two matching offers.
Campaigns, Winter
Projects
2
Contributions
Grand Tour now via app
An individual approach to the Grand Tour of Switzerland has never been easier – with an app with integrated NFT technology.
Grand Tour of Switzerland
Road trip outshines Federer
Oscar winner Anne Hathaway and Switzerland ambassador Roger Federer make do with supporting roles in the film about the Grand Tour of Switzerland.
Marketing strategy, Summer, Grand Tour of Switzerland
Financial statements
5
Contributions
Network
8
Contributions
Investments by regional partners
13 regional and numerous destination partners as well as other Swiss service suppliers invested a total of CHF 10.46 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.
Network, Membership
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
39 business partners supported targeted marketing campaigns by Switzerland Tourism with CHF 8.03 million.
Network, Partnership
Book Swisstainable worldwide
Thanks to partnerships with significant global travel companies, Swisstainable offers can now be booked directly worldwide.
Partnership
Apéro enjoyment in small towns
Eighteen small Swiss towns advertise their sights on more than eight million Quöllfrisch Hell beer labels.
Partnership
The tourism industry in Arosa
After the pandemic years, the Switzerland Vacation Day 2022 finally offered the opportunity for personal exchange again.
Network, Partnership
Indulgence without compromise
The first Swisstainable Veggie Day was very well received throughout Switzerland, by both restaurants and guests.
In focus, Partner projects, Swisstainable
Market topics
20
Contributions
Overnight hotel stays 2022
The Swiss hotel industry continued to recover in 2022. However, the number of hotel overnight stays from the long-distance markets is still far below the pre-pandemic level.
Market topics, Hotel overnight stays
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
Tourism ambassador
Tackling new markets, mastering tricky contexts, cultivating relationships: Federico Sommaruga is the expert in “Diplomacy Marketing”.
Organisation, Market topics
Trade workshops are back
After more than two years, the Asia Pacific Workshop returned, bringing tour operators and tourism suppliers together.
Market topics, Key Account Management
On the big stage with Federer
At the Laver Cup 2022, millions watched Federer’s last match as a pro, with ST in the thick of it as an official partner.
Market topics
Asian guests and trail running
New guests, extended lengths of stay: the Swiss Summer Asia Camp contributed to these overall tourism goals.
Market topics
The charm of flowers
At the 2022 Chelsea Flower Show in London, Switzerland presented its floral diversity – from Mediterranean to Alpine.
Market topics
Switzerland’s GoPro community
In September 2022, the US action camcorder company’s GoPro Summit was held in Interlaken.
Market topics
Offices in Lisbon and Manila
ST outposts to better identify and assess new guest groups.
Organisation, Market topics
Germany as a touring market
German guests like to travel to Switzerland by car or by train, which makes them an important target group for the Grand Tour of Switzerland.
Market topics
Essential long-haul markets
The still-hesitant return of guests from distant markets in 2022 highlighted their importance for the future of Swiss tourism.
Market topics
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
Time out with meaning
In the midst of the hectic fashion and design capital of Milan, Switzerland proved how relaxing travel can be.
Market topics, Italy
As seen in a manga
Switzerland in a comic to appeal to Japanese millennials: Keisuke Sawaguchi has drawn and shared his travel experiences.
Market topics
A guru for sustainability
Millions of people follow what mystic Sadhguru does. He takes advantage of this fact and advocates for sustainable travel.
Recovery campaign, Market topics
600 women discover Basel
The participants of “Pop In The City” discovered and got to know the city of Basel in a playful way.
Market topics
The world as a guest
At the 2020 Expo in Dubai, Switzerland’s exceptional pavilion offered an emotional journey through its country and culture.
Market topics
Holiday dreams while shopping
The exclusive clientele of luxury department store “de Bijenkorf” in the Netherlands received tips for Swiss city trips.
Market topics, Benelux, Netherlands
Action darling advertises in Korea
As a “Swiss Friend” and brand ambassador, actress Lee Si-young shares Switzerland in funny videos with her fellow Koreans.
Market topics
New market structure
Switzerland Tourism restructured the markets, strengthening agility and resilience for times of crisis.
Organisation, Market topics
Organisation
20
Contributions
Awards for Switzerland Tourism
In 2022, Switzerland Tourism (ST) won 22 awards, several of which were thanks to its ambassador Roger Federer.
Organisation
Timeline of the COVID-19 pandemic
The COVID-19 pandemic has plunged tourism worldwide into a deep crisis. Read up on the timeline from 2019 to 2022 here.
Organisation
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
Key indicators for 2022
The most important key indicators for the year at a glance.
Organisation
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 in 2022.
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
Test your knowledge
Quiz: From gastronomy to hotel overnight stays – test your knowledge of tourism here.
Organisation
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
12
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
Content creators and BeReal
Social media is changing: more moving images at the 2022 Content Creator Summit – and Switzerland Tourism with BeReal test run.
Marketing strategy, Social media
A guru for sustainability
Millions of people follow what mystic Sadhguru does. He takes advantage of this fact and advocates for sustainable travel.
Recovery campaign, Market topics
Road trip outshines Federer
Oscar winner Anne Hathaway and Switzerland ambassador Roger Federer make do with supporting roles in the 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 all over Switzerland. With events that created proximity.
Marketing strategy
In focus
3
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
A road trip with Roger Federer
The tennis star promotes the Grand Tour of Switzerland together with actress Anne Hathaway – and breaks all records.
In focus, Campaigns
Indulgence without compromise
The first Swisstainable Veggie Day was very well received throughout Switzerland, by both restaurants and guests.
In focus, Partner projects, Swisstainable