The Swisstainable movement
The aim of the Swisstainable movement is nothing less than for Switzerland to be the world’s most sustainable destination.
All contributions
Optimistic start to the winter
Focus on the needs of Gen Z, Roger Federer becomes the international face of the Swiss winter
Campaigns, Winter
A fairytale summer offer
Making travel cheaper and more sustainable than ever before – the summer travelcard was a huge hit in the Swiss domestic market.
Summer, Product development, Sustainability
Bastian Baker’s road trip
The Grand Tour of Switzerland was a source of inspiration for the singer-songwriter’s single “Jackpot”.
Summer, Partner projects
Marketing cities to women
An array of measures highlighted the diversity of Swiss cities. The biggest cities campaign targeted female visitors.
Campaigns, Cities
Autumn colours
Domestic visitors boosted hotel stays, and the autumn campaign’s new improved foliage map was a boon for holiday planning.
Autumn
Help for hospitality
The joy of reunions was the theme running through the gastronomy campaign. Listicles were used to spark interest in Swiss hotels.
Campaigns
Box office smash
A chalet in Zermatt, Roger Federer is on the line with Robert De Niro: the scene is set for the viral hit “No Drama”.
Campaigns
Brand ambassador Federer
Adding Roger Federer to the Switzerland Tourism team resulted in the most successful global campaign of all time.
In focus, Campaigns
Influencer Summit back live
The first international Influencer Summit since the start of the pandemic took place in Ticino, as a little normality returned.
Summer
New business events
2021 saw two dominant trends: remote planning with digital tools, and small business events from the short-haul markets.
Campaigns
100 winter experiences
The 2020/21 winter campaign was not restricted to the slopes, but also turned the spotlight on other experiences.
Campaigns, Winter
Women reaching the top
Success for the 100% Women (Peak Challenge) campaign: all-female teams had scaled all 48 of Switzerland’s 4,000m peaks by October 2021.
In focus, Campaigns, Summer
Network
7
Contributions
Mammut and women’s campaign
The strong partnership between ST and outdoor clothing and equipment company Mammut came into its own with the 100% Women Peak Challenge.
Partnership
Members benefit
Thanks to STnet.ch and a strong network, members of Switzerland Tourism are always up to date.
Partnership
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
Investments by regional partners
13 regional and numerous destination partners as well as other Swiss service suppliers invested a total of CHF 24.2 million in joint marketing activities.
Network, Partnership
Business partners
40 business partners supported targeted marketing campaigns by Switzerland Tourism with CHF 6.22 million.
Network, Partnership, Facts and figures
Bastian Baker’s road trip
The Grand Tour of Switzerland was a source of inspiration for the singer-songwriter’s single “Jackpot”.
Summer, Partner projects
Vacation Day goes virtual
The first ever virtual Switzerland Vacation Day, featuring live webinars by employees, was a great success.
Network
Market topics
6
Contributions
Overnight hotel stays 2021
The Swiss hotel industry rallied slightly in 2021, but its numbers remained far below pre-pandemic levels.
Market topics, Hotel overnight stays
Global marketing report
In 23 markets a total of 34 regional offices ensure the country-specific adaptation of Switzerland Tourism’s marketing campaigns.
Market topics, Organisation
What Italian visitors want
Italian visitors could be found in greater numbers in Swiss cities. Market manager Christina Gläser explains why.
In focus, Market topics, Summer campaign
Partner campaigns in Germany
The example of Germany shows the wide range of ways that regions can benefit from a partnership with Switzerland Tourism.
Market topics
Mike Horn for France
Sheer adrenaline: Mike Horn inspires action thrills in Switzerland – climbing, mountain biking, trail running and more.
Market topics
Michelle Hunziker for Italy
The darling of Italian TV discovers Switzerland as a sustainable destination and shares her experiences with her fans.
Market topics
Organisation
18
Contributions
Awards for Switzerland Tourism
Switzerland Tourism won 22 awards in 2021, including several for the short film “No Drama” starring Roger Federer and Robert De Niro.
Organisation
Key indicators for 2021
The most important key indicators for the year at a glance.
Organisation
Extended Management Team (EMT)
Organisation, Names
The Executive Board
Organisation, Names
The Board of Directors
Organisation, Names
Customised marketing activities
Switzerland Tourism's partnering model offers customised marketing activities that go beyond its basic mandate.
Organisation, Assignment, Four-Wheel-Drive
The Switzerland Tourism Council
Government representatives, economic partners, strategic partners, as well as canton and city representatives sit on the council.
Organisation, Names
Global marketing report
In 23 markets a total of 34 regional offices ensure the country-specific adaptation of Switzerland Tourism’s marketing campaigns.
Market topics, Organisation
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 organisation
The national marketing organisation has a federal mandate to grow demand worldwide for Switzerland as a holiday, travel and conference destination.
Organisation
Swiss sustainability
The Covid-19 pandemic has shaken the tourism industry but also offers many opportunities to boost its long-term resilience.
Main issues in tourism, Swisstainable
Working together for tourism
The sector had the ear of politicians, which bodes well for the post-pandemic period.
Organisation
Life at 1.5 metres apart
In just two years, social distancing has become an established part of public life – with far-reaching implications for tourism.
Main issues in tourism
Trend: tourism aimed at women
Women’s needs and expectations are becoming more visible – including in travel. That is opening up opportunities for tourism.
Main issues in tourism
Hybrid meeting places
The trend for hybrid events will persist post-Covid. But new content is needed to increase digital engagement and inclusion.
Main issues in tourism
New wave of recovery campaign
Switzerland Tourism ST invested the additional federal recovery funds in sustainable tourism promotion, short-haul markets and offer marketing.
Organisation, Recovery campaign
Fit for the future
Switzerland Tourism has embarked on a reorganisation in response to new technologies and forms of communication.
Organisation
Recapturing short haul
A host of high-profile names coupled with good timing and measures brought rising numbers of new visitors, mainly from Europe.
Organisation
Marketing strategy
6
Contributions
Federer – New York to Tokyo
Discounted rates enabled Roger Federer to be shown promoting Switzerland at the world’s top advertising sites.
Four-Wheel-Drive
Promotion
Switzerland Tourism makes use of campaign ads, brochures, live campaigns, inserts and special offers.
Marketing strategy, four pillars of marketing
Digital Marketing
Digitalisation permeates all areas at Switzerland Tourism. The focus is on MySwitzerland.com and social media.
Marketing strategy, four pillars of marketing
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
Clubhouse social audio
Social media for the ears harbours potential. Switzerland Tourism hosted various virtual conversations in 2021.
Marketing strategy
Projects
3
Contributions
Touring tourism
Switzerland Tourism assumed responsibility for marketing rail and road touring through a newly established team.
Projects, Grand Tour of Switzerland
A fairytale summer offer
Making travel cheaper and more sustainable than ever before – the summer travelcard was a huge hit in the Swiss domestic market.
Summer, Product development, Sustainability
Million Stars Hotel 2021
Bookings for the hotel project were strong again in 2021. Its future is assured thanks to the takeover by STC and Nomady.
Projects, Product development
Financial statements
5
Contributions
The Report of the statutory auditor on the financial statements
Financial statements
The profit and loss account 2021
Financial statements
The cash flow statement 2021
Financial statements
Notes to the 2021 financial statements
Financial statements
Balance sheet 2021
Financial statements, Facts and figures
In focus
4
Contributions
The Swisstainable movement
The aim of the Swisstainable movement is nothing less than for Switzerland to be the world’s most sustainable destination.
In focus, Campaigns, Sustainability
What Italian visitors want
Italian visitors could be found in greater numbers in Swiss cities. Market manager Christina Gläser explains why.
In focus, Market topics, Summer campaign
Brand ambassador Federer
Adding Roger Federer to the Switzerland Tourism team resulted in the most successful global campaign of all time.
In focus, Campaigns
Women reaching the top
Success for the 100% Women (Peak Challenge) campaign: all-female teams had scaled all 48 of Switzerland’s 4,000m peaks by October 2021.
In focus, Campaigns, Summer