What German visitors want
Attracting price-conscious guests from Germany to visit Switzerland. Jörg Peter Krebs, Market Manager Germany, explains what it entails.
All contributions
Hiking to fight stress
A new hiking study shows that people find they can relax while hiking.
The digital gateway to Switzerland
The new MySwitzerland.com website focuses even more on user needs. This has proven successful.
Digital Marketing MySwitzerland.com
Wine tourism
Switzerland is only known as a wine destination among connoisseurs. The aim is to change this.
Media focus on meetings
The meetings sector received a great deal of media attention as a result of the incentive trip of Jeunesse Global and the new “Destination Weddings” visitor segment.
Campaigns
13
Contributions
“Kids4Free” attracts winter guests
The 2018/2019 winter campaign focused on the next generation of snow sports enthusiasts. All told, this attracted 45,000 winter guests to Switzerland.
China’s potential in snow sports
The number of Chinese winter guests in the Alpine region is growing steadily. Thanks to an effective network, Switzerland is at the forefront as a winter destination.
A brand for Switzerland
Switzerland Tourism has refocused the Switzerland destination brand and is now translating it into a new campaign concept.
The bonds of friendship
A two-nation hiking trail in Singapore (market South East Asia) stimulates curiosity about hiking in Switzerland and symbolises the friendship between the two countries.
Southeast Asia
Swiss summer pops up in Italy
The pop-up lounge in Milan featured an impressive combination of virtual reality, social media and personal encounters.
Window on another world
On New York’s Fifth Avenue, Switzerland Tourism’s shop windows were seen by 36 million potential visitors.
Cities campaign
Switzerland’s cities attracted large numbers of visitors in 2019.
Making winter more convenient than ever
Luggage transport by SBB: simple and free-of-charge during winter 2019/2020.
Hiking to fight stress
A new hiking study shows that people find they can relax while hiking.
Wine tourism
Switzerland is only known as a wine destination among connoisseurs. The aim is to change this.
Jeunesse Global incentive trip
Jeunesse Global organised the biggest incentive trip in the history of Swiss tourism in 2019.
Dream destination for weddings
Alongside incentive trips, the key topic in the meetings sector for 2019 was destination weddings.
Media focus on meetings
The meetings sector received a great deal of media attention as a result of the incentive trip of Jeunesse Global and the new “Destination Weddings” visitor segment.
Network
12
Contributions
Members benefit
Thanks to STnet.ch and a strong network, members of Switzerland Tourism are always up to date.
Investments by regional partners
13 regional and destination partners as well as other Swiss service suppliers invested a total of CHF 26.7 million in joint marketing activities.
“Wedding destination” for Brazil
Foreign weddings are in vogue among Brazilian couples. Bride-to-be and actress Mariana Rios shows how it’s done.
Gastronomy and accommodation
More than 700 restaurants are presented on MySwitzerland.com. Women were at the centre of the accommodation partnerships.
Hotel
Winter competition with Coca-Cola
What’s your winter type? This question directed Coca-Cola fans to think about winter sports.
Health tourism
From prevention to advanced medical care: Switzerland Tourism launches health tourism with 26 partners.
Making winter more convenient than ever
Luggage transport by SBB: simple and free-of-charge during winter 2019/2020.
Insider tips from the Federal Inventory
For the first time, special national areas of conservation are to be put on display to tourists.
Tourism industry conference
“Tourism for the 21st Century”: American Roger Brooks opened Switzerland Vacation Day 2019 with this keynote address.
Business partners
41 business partners supported targeted marketing campaigns by Switzerland Tourism with CHF 8.63 million.
Facts and figures
The cross-sectoral tourism network
In a cross-sectoral industry such as tourism, the network is the basis for Switzerland Tourism's success.
The Switzerland Tourism Council
Government representatives, economic partners, strategic partners, as well as canton and city representatives sit on the council.
Market topics
15
Contributions
Journalists from across the world
Around 100 international journalists took part in nine media trips, each one organised around a particular theme.
“Swiss Friends” with millions of fans
Stories about K-Pop band “Red Velvet” are extremely popular. The singers have been the new ambassadors for Switzerland in the Korean market since 2019.
The perfect Bollywood backdrop
One of the most popular soap operas in India came to Switzerland to shoot – thanks to contacts established years ago with Switzerland Tourism’s regional office.
China’s potential in snow sports
The number of Chinese winter guests in the Alpine region is growing steadily. Thanks to an effective network, Switzerland is at the forefront as a winter destination.
What German visitors want
Attracting price-conscious guests from Germany to visit Switzerland. Jörg Peter Krebs, Market Manager Germany, explains what it entails.
Germany
Key Media Management
In its media management, Switzerland Tourism focuses on press trips and on proactively suggesting topics for journalists.
Social media in the tourism sector
In 2019, Switzerland Tourism recorded the largest increase in fans on Instagram. Worldwide, there are over four million fans on Facebook, Instagram, Twitter, Pinterest, LinkedIn, YouTube, Weibo, WeChat and RenRen.
Digital Marketing
The bonds of friendship
A two-nation hiking trail in Singapore (market South East Asia) stimulates curiosity about hiking in Switzerland and symbolises the friendship between the two countries.
Southeast Asia
Swiss summer pops up in Italy
The pop-up lounge in Milan featured an impressive combination of virtual reality, social media and personal encounters.
Window on another world
On New York’s Fifth Avenue, Switzerland Tourism’s shop windows were seen by 36 million potential visitors.
“Wedding destination” for Brazil
Foreign weddings are in vogue among Brazilian couples. Bride-to-be and actress Mariana Rios shows how it’s done.
Cities campaign
Switzerland’s cities attracted large numbers of visitors in 2019.
Long-distance hiking and accumulating stamps
The Via Alpina is one of three newly advertised long-distance hiking routes. The hiking pass is both an incentive and a souvenir.
Global marketing report
In 22 markets a total of 33 regional offices ensure the country-specific adaptation of Switzerland Tourism’s marketing campaigns.
Overnight hotel stays 2019
More overnights than in 2019 have never been registered in Switzerland.
Overnight hotel stays
Organisation
18
Contributions
Test your knowledge
From daily spending to the development of overnight hotel stays – test your knowledge about tourism here.
Market research
Awards for Switzerland Tourism
In 2019, Switzerland Tourism ST received much praise from the industry, winning 25 awards in six markets and a World Travel Award. Here are the top awards.
Aiming for balance
Switzerland Tourism is playing an increasingly important role in ensuring a balanced and sustainable tourism development in Switzerland.
All change
The foundations have been laid: we have refocused the brand, given ourselves a digital make-over and introduced new forms of tourism.
Sustainable tourism
The “Greta effect” and the current climate debate challenge the Swiss tourism industry.
Data-driven marketing
Every trip leaves digital traces that can be used for targeted marketing.
Health
The demand for services in the field of health and beauty in tourism is growing.
Convenience
In 2019, the topic of “convenience” was a focus for the tourism industry, which identifies great potential here.