The Report of the statutory auditor on the financial statements
Financial statements
Financial statements
Financial statements
Financial statements
Financial statements, Facts and figures
Switzerland remained in people’s thoughts despite the lockdown – thanks to established social media accounts, a new TikTok presence and pin extensions.
In focus, Digital marketing
Switzerland Tourism responded to the worldwide travel restrictions with empathy, striking marketing activities and attractive offers.
In focus, Recovery campaign
Cities, which were disproportionately affected, were supported by means of attractively priced offers directed at specific target groups.
In focus, Cities
Switzerland Tourism rolled out the new umbrella campaign, “I need Switzerland.” in summer 2020.
In focus, Campaigns
Switzerland Tourism ST ran a novel campaign in Germany called “SwissSwap”.
Campaigns, Summer
A Europe-wide Pinterest campaign based on cities generated more than 46 million impressions and nearly 3,000 leads.
Cities, Marketing strategy, Recovery campaign
The support provided to cities via a major offer campaign was an important element in the 2020 recovery measures.
Cities
Switzerland Tourism brought out a magazine entirely dedicated to cities, with a print run of 300,000.
Cities, Marketing strategy, Recovery campaign
The “Snow Sports Hotels” category is geared wholly towards winter sports enthusiasts’ need for convenience.
Winter
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
The 2020/21 winter campaign was designed to inspire people to try something new and to tactfully chime with the current mood.
Campaigns, Winter
The Swiss hotel and restaurant trades hit the mark in 2020 through a focus on safety and flexibility.
Campaigns
The Million Stars Hotel offered a very special sleep experience in lesser-known locations as part of the summer campaign.
Campaigns, Summer, Product development
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, which were disproportionately affected, were supported by means of attractively priced offers directed at specific target groups.
In focus, Cities
Switzerland Tourism rolled out the new umbrella campaign, “I need Switzerland.” in summer 2020.
In focus, Campaigns
Whether skiing, snowshoeing or snowboarding, the theme for winter 2019/20 was “Come and see for yourself”.
Campaigns, Winter
The 2020 autumn campaign appealed to visitors with tailored autumn trips, a foliage map and cabaret artist Ursus Wehrli.
Campaigns, Autumn
In partnership with Flughafen Zürich AG, the Skymetro gained a new “tunnel cinema”, which uses the latest technology to greet visitors.
Network, Partnership
Switzerland Tourism’s Recovery Talk and regular Industry Calls are new information formats promoting dialogue within the sector.
Network, Membership, Recovery campaign
Thanks to STnet.ch and a strong network, members of Switzerland Tourism are always up to date.
Network, Membership
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
39 business partners supported targeted marketing campaigns by Switzerland Tourism with CHF 6.46 million.
Network, Partnership, Facts and figures
In a cross-sectoral industry such as tourism, the network is the basis for Switzerland Tourism's success.
Network, Organisation
Government representatives, economic partners, strategic partners, as well as canton and city representatives sit on the council.
Network, Membership
In 22 markets a total of 32 regional offices ensure the country-specific adaptation of Switzerland Tourism’s marketing campaigns.
Market topics, Organisation
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
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
City tourism, the long-haul markets and general uncertainty were the dominant issues that faced the industry in 2020.
Main issues in tourism
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
Brigitta M. Gadient took over as President of Switzerland Tourism in 2020 – at a time of great social and economic uncertainty.
Organisation, Assignment
The pandemic produced great uncertainty in the tourism industry and among travellers. Trust and goodwill were much needed.
Main issues in tourism
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
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
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
Pulling together, strengthening dialogue and retrenching: how Switzerland Tourism responded to the global pandemic in 2020.
Organisation
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 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
The most important key indicators for the year at a glance.
Organisation, figures for 2019
In 22 markets a total of 32 regional offices ensure the country-specific adaptation of Switzerland Tourism’s marketing campaigns.
Market topics, Organisation
Organisation, Names
Organisation, Names
In a cross-sectoral industry such as tourism, the network is the basis for Switzerland Tourism's success.
Network, Organisation
Switzerland Tourism's partnering model offers customised marketing activities that go beyond its basic mandate.
Organisation, Assignment, Four-Wheel-Drive
Organisation, Names
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
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
The Switzerland Tourism Influencer Summit in February created real social media buzz surrounding the Swiss winter.
Four-Wheel-Drive, Digital marketing
A Europe-wide Pinterest campaign based on cities generated more than 46 million impressions and nearly 3,000 leads.
Cities, Marketing strategy, Recovery campaign
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
Thanks to intensive media relations work, the public increasingly perceived Switzerland Tourism as an opinion leader during the pandemic.
Four-Wheel-Drive
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
Switzerland Tourism brought out a magazine entirely dedicated to cities, with a print run of 300,000.
Cities, Marketing strategy, Recovery campaign
Switzerland Tourism’s Recovery Talk and regular Industry Calls are new information formats promoting dialogue within the sector.
Network, Membership, Recovery campaign
The Clean & Safe campaign was launched to boost confidence among visitors, via a clear and standardised label.
Marketing strategy, Recovery campaign
Brigitta M. Gadient took over as President of Switzerland Tourism in 2020 – at a time of great social and economic uncertainty.
Organisation, Assignment
Switzerland Tourism responded to the worldwide travel restrictions with empathy, striking marketing activities and attractive offers.
In focus, Recovery campaign
Switzerland Tourism makes use of campaign ads, brochures, live campaigns, inserts and special offers.
Marketing strategy, Four-Wheel-Drive
Digitalisation permeates all areas at Switzerland Tourism. The focus is on MySwitzerland.com and social media.
Marketing strategy, Four-Wheel-Drive
Switzerland Tourism's partnering model offers customised marketing activities that go beyond its basic mandate.
Organisation, Assignment, Four-Wheel-Drive
Switzerland Tourism has defined 13 visitor types according to their needs. This segmentation makes precise visitor marketing possible.
Marketing strategy, Segmentation
Cooperations with Harley-Davidson and TripAdvisor kindled interest in the Grand Tour of Switzerland on social media.
Grand Tour of Switzerland
The Million Stars Hotel offered a very special sleep experience in lesser-known locations as part of the summer campaign.
Campaigns, Summer, Product development