The pandemic also had a negative impact on capacity utilisation in the off-season. Customised and innovative offers were called for.
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.
Sunday trading and alternatives to quarantine were called for to support city tourism after it was hit particularly hard.
In focus 2020
Global recovery campaign
Switzerland Tourism responded to the worldwide travel restrictions with empathy, striking marketing activities and attractive offers.
Cities campaign stepped up
Cities, which were disproportionately affected, were supported by means of attractively priced offers directed at specific target groups.
New umbrella campaign
Switzerland Tourism rolled out the new umbrella campaign, “I need Switzerland.” in summer 2020.