Journalists from across the world
Around 90 international journalists took part in nine media trips, each one organised around a particular theme.
Campaign & Activation
Switzerland Tourism selects the most suitable analog and digital channels for its own campaigns and marketing activities depending on the target group and market.
Switzerland Tourism cooperates closely with industry and corporate partners under the umbrella of the strong brand Switzerland.
Key Media Management
As the pandemic receded in 2022, Switzerland Tourism was again able to proactively set more media topics.
Key Account Management (KAM)
Maintaining relationships with tour operators is vital, particularly in long-haul markets.
Strong performance thanks to recovery
The additional federal recovery funds enabled Swiss tourism to continue improving while focusing on short-haul markets.
Segment and experiential strategy
Switzerland Tourism has defined 13 visitor types according to their needs. This segmentation makes precise visitor marketing possible.
Content creators and BeReal
Social media is changing: more moving images at the 2022 Content Creator Summit – and Switzerland Tourism with BeReal test run.
Run the Swiss Cities
Switzerland Tourism’s “Run the Swiss Cities” summer campaign focused on discovering Swiss cities on various running routes.
Road trip outshines Federer
Oscar winner Anne Hathaway and Switzerland ambassador Roger Federer make do with supporting roles in the film about the Grand Tour of Switzerland.
Worldwide in business
Requests for business events continued to rise in 2022. A global digital campaign attracted attention.
Inspiration for hotels
Hotel Marketing Day 2022 took place for the first time at 17 locations all over Switzerland. With events that created proximity.
Wanted: young snow sports fans
Favourable prices and attractive promotions attracted Gen Z to the slopes in 2021/22 and 2022/23 winter seasons. With "snow25" and "sleep25" there were two matching offers.
In focus 2022
A road trip with Roger Federer
The tennis star promotes the Grand Tour of Switzerland together with actress Anne Hathaway – and breaks all records.
New market structure
Switzerland Tourism restructured the markets, strengthening agility and resilience for times of crisis.
Short-haul guests are back
Hotel overnight stays from short-haul markets have almost returned to pre-pandemic levels, with several reasons for this.