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.
Key indicators for 2021
The most important key indicators for the year at a glance.
Extended Management Team (EMT)
The Executive Board
The Board of Directors
Customised marketing activities
Switzerland Tourism's partnering model offers customised marketing activities that go beyond its basic mandate.
The Switzerland Tourism Council
Government representatives, economic partners, strategic partners, as well as canton and city representatives sit on the council.
Global marketing report
In 23 markets a total of 34 regional offices ensure the country-specific adaptation of Switzerland Tourism’s marketing campaigns.
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 organisation
The national marketing organisation has a federal mandate to grow demand worldwide for Switzerland as a holiday, travel and conference destination.
The Covid-19 pandemic has shaken the tourism industry but also offers many opportunities to boost its long-term resilience.
Working together for tourism
The sector had the ear of politicians, which bodes well for the post-pandemic period.
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.
Trend: tourism aimed at women
Women’s needs and expectations are becoming more visible – including in travel. That is opening up opportunities for tourism.
Hybrid meeting places
The trend for hybrid events will persist post-Covid. But new content is needed to increase digital engagement and inclusion.
New wave of recovery campaign
Switzerland Tourism ST invested the additional federal recovery funds in sustainable tourism promotion, short-haul markets and offer marketing.
Fit for the future
Switzerland Tourism has embarked on a reorganisation in response to new technologies and forms of communication.
Recapturing short haul
A host of high-profile names coupled with good timing and measures brought rising numbers of new visitors, mainly from Europe.
In focus 2021
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.
Brand ambassador Federer
Adding Roger Federer to the Switzerland Tourism team resulted in the most successful global campaign of all time.
The Swisstainable movement
The aim of the Swisstainable movement is nothing less than for Switzerland to be the world’s most sustainable destination.
What Italian visitors want
Italian visitors could be found in greater numbers in Swiss cities. Market manager Christina Gläser explains why.