In contact thanks to social media
Switzerland remained in people’s thoughts despite the lockdown – thanks to established social media accounts, a new TikTok presence and pin extensions.
All contributions
Global recovery campaign
Switzerland Tourism responded to the worldwide travel restrictions with empathy, striking marketing activities and attractive offers.
In focus, Recovery campaign
Cities campaign stepped up
Cities, which were disproportionately affected, were supported by means of attractively priced offers directed at specific target groups.
In focus, Cities
New umbrella campaign
Switzerland Tourism rolled out the new umbrella campaign, “I need Switzerland.” in summer 2020.
In focus, Campaigns
Campaigns
14
Contributions
Recovery campaign: SwissSwap
Switzerland Tourism ST ran a novel campaign in Germany called “SwissSwap”.
Campaigns, Summer
Pinterest offer campaign
A Europe-wide Pinterest campaign based on cities generated more than 46 million impressions and nearly 3,000 leads.
Cities, Marketing strategy, Recovery campaign
Offer push for cities
The support provided to cities via a major offer campaign was an important element in the 2020 recovery measures.
Cities
An extra Cities magazine
Switzerland Tourism brought out a magazine entirely dedicated to cities, with a print run of 300,000.
Cities, Marketing strategy, Recovery campaign
Swiss Snow Sports Hotels
The “Snow Sports Hotels” category is geared wholly towards winter sports enthusiasts’ need for convenience.
Winter
Off-season
The pandemic also had a negative impact on capacity utilisation in the off-season. Customised and innovative offers were called for.
Main issues in tourism, Autumn, Main issues
“I need a first time.”
The 2020/21 winter campaign was designed to inspire people to try something new and to tactfully chime with the current mood.
Campaigns, Winter
Food and accommodation
The Swiss hotel and restaurant trades hit the mark in 2020 through a focus on safety and flexibility.
Campaigns
Million Stars Hotel
The Million Stars Hotel offered a very special sleep experience in lesser-known locations as part of the summer campaign.
Campaigns, Summer, Product development
The future of business events
Business events have long lead times. This made it necessary to begin laying the foundations for future new meeting concepts in 2020.
Campaigns, Meetings
Cities campaign stepped up
Cities, which were disproportionately affected, were supported by means of attractively priced offers directed at specific target groups.
In focus, Cities
New umbrella campaign
Switzerland Tourism rolled out the new umbrella campaign, “I need Switzerland.” in summer 2020.
In focus, Campaigns
A visitor’s eye view of winter
Whether skiing, snowshoeing or snowboarding, the theme for winter 2019/20 was “Come and see for yourself”.
Campaigns, Winter
Leaf appeal
The 2020 autumn campaign appealed to visitors with tailored autumn trips, a foliage map and cabaret artist Ursus Wehrli.
Campaigns, Autumn
Network
7
Contributions
New tunnel cinema for Skymetro
In partnership with Flughafen Zürich AG, the Skymetro gained a new “tunnel cinema”, which uses the latest technology to greet visitors.
Network, Partnership
New information formats
Switzerland Tourism’s Recovery Talk and regular Industry Calls are new information formats promoting dialogue within the sector.
Network, Membership, Recovery campaign
Members benefit
Thanks to STnet.ch and a strong network, members of Switzerland Tourism are always up to date.
Network, Membership
Investments by regional partners
13 regional and numerous destination partners as well as other Swiss service suppliers invested a total of CHF 16,6 million in joint marketing activities.
Network, Partnership
Business partners
39 business partners supported targeted marketing campaigns by Switzerland Tourism with CHF 6.46 million.
Network, Partnership, 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.
Network, Organisation
The Switzerland Tourism Council
Government representatives, economic partners, strategic partners, as well as canton and city representatives sit on the council.
Network, Membership
Market topics
2
Contributions
Global marketing report
In 22 markets a total of 32 regional offices ensure the country-specific adaptation of Switzerland Tourism’s marketing campaigns.
Market topics, Organisation
Overnight hotel stays 2020
The number of hotel overnight stays slumped in all markets in 2020 as a consequence of the Covid-19 pandemic.
Market topics, Hotel overnight stays
Organisation
18
Contributions
Awards for Switzerland Tourism
Despite the Covid-19 pandemic making conditions considerably more difficult, Switzerland Tourism ST won 13 awards in 2020, including the “Master of Swiss Web” for the first time. Here are the top awards.
Organisation, Awards
Main issues in tourism
City tourism, the long-haul markets and general uncertainty were the dominant issues that faced the industry in 2020.
Main issues in tourism
Off-season
The pandemic also had a negative impact on capacity utilisation in the off-season. Customised and innovative offers were called for.
Main issues in tourism, Autumn, Main issues
“Always keep your vision in mind”
Brigitta M. Gadient took over as President of Switzerland Tourism in 2020 – at a time of great social and economic uncertainty.
Organisation, Assignment
Uncertainty
The pandemic produced great uncertainty in the tourism industry and among travellers. Trust and goodwill were much needed.
Main issues in tourism
Main issues “Meetings”
Meetings are planned a long way in advance. Confidence in Switzerland’s safety must be reinforced in good time. Switzerland can score highly on this front.
Main issues in tourism
Long-haul markets
The pandemic brought one message home loud and clear for the Swiss tourism industry: in the long term, the long-haul markets are an absolute necessity.
Main issues in tourism, Main issues
City tourism
Sunday trading and alternatives to quarantine were called for to support city tourism after it was hit particularly hard.
Main issues in tourism, Main issues
Covid-19 pandemic: deeds not words
Pulling together, strengthening dialogue and retrenching: how Switzerland Tourism responded to the global pandemic in 2020.
Organisation
Setting the right tone
In 2020, the world was turned on its head. There was a tremendous yearning to travel, but also uncertainty in equal measure. Suitable and well-timed marketing was needed.
Organisation
The Switzerland Tourism Organisation
The national marketing organisation aims to grow demand for Switzerland as a travel and convention destination domestically and worldwide, as part of its federal mandate.
Organisation
Key indicators for 2020
The most important key indicators for the year at a glance.
Organisation, figures for 2019
Global marketing report
In 22 markets a total of 32 regional offices ensure the country-specific adaptation of Switzerland Tourism’s marketing campaigns.
Market topics, Organisation
The Board of Directors
Organisation, Names
The Executive Board
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.
Network, Organisation
Customised marketing activities
Switzerland Tourism's partnering model offers customised marketing activities that go beyond its basic mandate.
Organisation, Assignment, Four-Wheel-Drive
Extended Management Team (EMT)
Organisation, Names
Marketing strategy
16
Contributions
“Dream now – travel later.”
The “Dream now – travel later.” campaign early in the first lockdown was a resounding success thanks to its empathetic approach, and it inspired a lot of imitators.
Recovery campaign
Key account management in the markets
Maintaining personal relationships with tour operators became more vital than ever due to the travel restrictions, particularly in long-haul markets.
Marketing strategy, Four-Wheel-Drive
Winter Influencer Summit 2020
The Switzerland Tourism Influencer Summit in February created real social media buzz surrounding the Swiss winter.
Four-Wheel-Drive, Digital marketing
Pinterest offer campaign
A Europe-wide Pinterest campaign based on cities generated more than 46 million impressions and nearly 3,000 leads.
Cities, Marketing strategy, Recovery campaign
Digital pioneers on TikTok
Thanks to two new TikTok accounts, the visitors of tomorrow and beyond are seeing a new side to Switzerland as a holiday destination.
Four-Wheel-Drive, Digital marketing
Key media management
Thanks to intensive media relations work, the public increasingly perceived Switzerland Tourism as an opinion leader during the pandemic.
Four-Wheel-Drive
Open data for the sector
Switzerland Tourism has for the first time made tourism data available via an open data API, making it a driver of innovation.
Four-Wheel-Drive, Digital marketing
An extra Cities magazine
Switzerland Tourism brought out a magazine entirely dedicated to cities, with a print run of 300,000.
Cities, Marketing strategy, Recovery campaign
New information formats
Switzerland Tourism’s Recovery Talk and regular Industry Calls are new information formats promoting dialogue within the sector.
Network, Membership, Recovery campaign
New Clean & Safe label
The Clean & Safe campaign was launched to boost confidence among visitors, via a clear and standardised label.
Marketing strategy, Recovery campaign
“Always keep your vision in mind”
Brigitta M. Gadient took over as President of Switzerland Tourism in 2020 – at a time of great social and economic uncertainty.
Organisation, Assignment
Global recovery campaign
Switzerland Tourism responded to the worldwide travel restrictions with empathy, striking marketing activities and attractive offers.
In focus, Recovery campaign
Promotion
Switzerland Tourism makes use of campaign ads, brochures, live campaigns, inserts and special offers.
Marketing strategy, Four-Wheel-Drive
Digital Marketing
Digitalisation permeates all areas at Switzerland Tourism. The focus is on MySwitzerland.com and social media.
Marketing strategy, Four-Wheel-Drive
Customised marketing activities
Switzerland Tourism's partnering model offers customised marketing activities that go beyond its basic mandate.
Organisation, Assignment, Four-Wheel-Drive
Segment and experiential strategy
Switzerland Tourism has defined 13 visitor types according to their needs. This segmentation makes precise visitor marketing possible.
Marketing strategy, Segmentation
Projects
2
Contributions
Motorbike tour with Bastian Baker
Cooperations with Harley-Davidson and TripAdvisor kindled interest in the Grand Tour of Switzerland on social media.
Grand Tour of Switzerland
Million Stars Hotel
The Million Stars Hotel offered a very special sleep experience in lesser-known locations as part of the summer campaign.
Campaigns, Summer, Product development
Financial statements
5
Contributions
The Report of the statutory auditor on the financial statements
Financial statements
Notes to the 2020 financial statements
Financial statements
The cash flow statement 2020
Financial statements
The profit and loss account 2020
Financial statements
Balance sheet 2020
Financial statements, Facts and figures