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 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.