Strategy and planning
Travel Better using clever promotion and targeted steering.
Travel Better!
Making up 10% of the world’s economic performance, global tourism holds a high level of importance. It continues to grow as long as no pandemics or crises get in the way. This results in two core tasks for Switzerland. First, Switzerland must share in the success of global tourism. After all, hundreds of thousands of jobs depend on it. Second, striking a balance between using and protecting natural resources is crucial. The balance between travellers and locals, successful hotspots and more unknown locations – throughout the entire calendar year – is just as important. Balancing acts are usually the purview of acrobats. What makes them special: a high level of concentration (mental output) and consistent practice (ability to perform). Tourism professionals can also do this: we provide clever promotion and targeted steering. In turn, we ensure quality tourism under the motto “Travel Better”.
↑ Martin Nydegger CEO Switzerland Tourism
Ticino, Carassina, Blenio, Colin Frei
Stable global economic growth is predicted for 2025.
The main factors that influence global economic growth are the financial decisions made by the Federal Reserve (USA) and the European Central Bank (EU). Geopolitical tensions create uncertainty and can lead to rising energy prices.
Regional GDP growth of major economic areas
Switzerland
Low key interest rates are stimulating the economy. However, weak demand from neighbouring countries is dampening export momentum somewhat.
Europe
The eurozone is growing slightly.
The key economic markets of the UK, France and Germany are expected to remain stable at a moderate level at best.
Global East
Southeast Asia, Korea, India and the Gulf States are showing strong economic indicators and are driving the APAC region forward. However, the GDP of emerging countries and China have declined.
After strong years, the US economy threatens to consolidate its GDP.
The number of people travelling abroad continues to rise, as high prices and taxes make domestic travel more expensive.
Global West
Graubünden, Samnaun, Colin Frei
International tourism continues to grow.
2023 was a record year of travel across the globe, and people’s fondness for travelling remains high. European and American travellers are expected to travel 40% to 50% more in the next decade. Guests from the Asia Pacific region are doubling their travel activities and show impressive “travel dynamics”.
The domestic market is stabilising at a high level. European markets are growing slowly. Long-haul markets are growth drivers.
The pandemic has had a lasting effect on Swiss tourism. The domestic market is recording more overnight stays, but growth is likely to stagnate. European markets are slowly growing again, and the dynamic foreign markets are driving tourism. Geopolitical tensions and the trend towards individualised travel are shaping the industry. Flexible and creative strategies are crucial.
Organised business tourism is seeing constant positive development.
Organised business tourism is constantly growing. By 2030, annual growth of 9% is projected for meetings, incentives, conferences and events (MICE). Here, incentives are growing the fastest and are the most lucrative. Europe remains the strongest region in terms of turnover. Business events promote the trend towards bleisure travel.
other hotel room is empty.
Effective tourism marketing requires precise metrics. In the future, looking at overnight stays will no longer suffice; hotel occupancy is crucial. In 2023, the average occupancy rate was 49% (gross, 365-day assessment).
Extending the travel season is not easy; it is influenced by school holidays, weather and travel habits. But in the long term, April, May, October and November are becoming more popular thanks to urban tourism, a wide range of alpine activities and climate-related travel shifts.
A diverse range of challenges call for targeted measures.
Conclusion 1
The tourism industry should establish hotel occupancy as an important key figure.
Conclusion 2
Only every other hotel room is occupied, with strong fluctuations depending on the month and region. June to September see good occupancy, and there is a need to intensively promote demand during October to May
Government funding
Challenges savings pressure, elimination of VAT special rates and support.
Measures optimise funds, search for innovative financing.
Economy and financial markets
Challenges high interest rates, limited travel budgets, strong Swiss franc.
Measures flexible prices, diversify markets.
Geopolitical conflicts
Challenges wars in Ukraine and Gaza, global political tensions.
Measures develop emergency plans, diversify markets.
Europe
Challenges perception as a historical leisure park with a declining level of innovation.
Measures develop innovative touristic offers and experiences.
Energy supply
Challenges energy shortages, rising raw materials and energy prices.
Measures invest in renewable energy, promote sustainable mobility.
Climate change
Challenges extreme weather, snow shortages, sustainability dilemma.
Measures promote sustainability and energy efficiency.
Tourism acceptance
Challenges concerns among the public, density stress and media hype.
Measures actively incorporate the public in the design of touristic offers.
Young talent & workforce
Challenges dwindling appeal of jobs in tourism, labour shortage.
Measures improve working conditions, promote training and further education and highlight career opportunities.
The Tourism Monitor Switzerland (TMS)
travel
The TMS is the largest national guest survey conducted by ST. The updated edition is based on data from 2023.
The TMS results are available to employees and partners of ST in a user-friendly online tool. With numerous filters, more than one million combinations can be defined and compared. The tool creates automated PDF reports with target group descriptions and detailed evaluations. As of 2025, a data science application for automated segmentation in homogeneous clusters will be added.
40+ topics
5+ million data points
Possible questions (6 of a total of 1+ million) that can be answered using the TMS online tool:
+ What percentage of all British guests in the Swiss Alps come from London?
+ Which target group has the highest value creation potential for Valais?
+ Which communication tools are best to reach Asian first-time visitors to the Vaud Region and Geneva?
+ Which tourism region is considered to be the most familyfriendly or the most sustainable?
+ What are the most important strengths and weaknesses of Swiss winter tourism?
+ What is the main Switzerland competitor for guests from Australia?
10 examples from the TMS
+ One in four visitors to Switzerland with “beautiful weather” as their main travel motivation goes to Ticino (26%).
+ Tourists with their main travel motivation of “sport” (39%) most frequently opt for Graubünden, while those with “snow and glaciers” (34%) opt for Valais, and panorama lovers (23%) prefer to head to the Region of Bern.
+ 46% of guests with “shopping” as their main reason for travelling spend the night in the Zurich Region, followed by Lucerne-Lake Lucerne Region and Geneva (20% each).
+ Families are most strongly represented in the Lucerne-Lake Lucerne Region, couples in Ticino and single travellers in Geneva. At 7%, there is a higher ratio of dog owners in Graubünden than in any other region.
+ The touring proportions are highest in the regions of Zurich, Basel and Geneva at around 50%
+ One out of three foreign guests influenced by bloggers travels to the Region of Bern (34%).
+ Visitors to Fribourg make their decision to travel at the shortest notice, 26 days before starting their trip.
+ Supplementary accommodation is highest in the regions of Vaud and Valais (both 63%) as well as Jura & Three-Lakes (79%)
+ In Eastern Switzerland / Liechtenstein and the Aargau Solothurn Region, the choice of accommodation is more decisive than the choice of travel destination for one in three guests
+ Guest card and special offers receive more approval in Basel than in any other region (6% spontaneously mentioned as a touristic strength).
The Brand Equity Monitor (BEM)
evaluates the strength of the destination brand Switzerland.
Comparing the brand Switzerland as a travel destination with 24 European countries through a survey in eight markets: DE, UK, FR, IT, NL, USA, Saudi Arabia & UAE, China.
The most important results of the latest representative survey are:
+ Switzerland is the top destination for nature-focused holidays in Europe, based on spontaneous awareness (first to be named).
+ Half of those who have heard of Switzerland are considering it as a destination.
+ In terms of recommendations (Net Promoter Score = NPS), Switzerland is second to Italy and very slightly ahead of Austria. The NPS is particularly strong in long-haul markets, where the desire for Switzerland as a destination is also very high. The level of desire should be increased in short-haul markets.
+ The image of the brand Switzerland is strong. In shorthaul markets, Switzerland is second, coming in behind its direct competitor of South Tyrol. There is no need to catch up in the long-haul markets.
+ Switzerland is one of the best European destinations for maximum relaxation and high-quality holiday experiences – two of the top five travel drivers for European travellers.
+ Swiss regions benefit from the Swiss umbrella brand, in particular with regard to awareness, NPS and image.
Analyses and visualisations on the dashboard.
The management information system (MIS) offers a variety of dashboards that seamlessly link different data sources to each other. In this way, information can be analysed precisely and clearly visualised, which supports strategic planning and in-depth decision-making.
A fresh look at market research and tourism analyses.
ST uses generative AI to make extensive data from market research and external sources accessible. The focus is on developing the bot “hAIdi”, which answers questions about current market research such as TMS or BEM, and provides insight and visualisations for a simplified interpretation. In the medium term, “hAIdi” is set to develop into a hub for tourist insights into markets and destinations, exclusively for partners.
Strategy 2025–27
Vision
Tourism is thriving throughout Switzerland. Switzerland as a tourism destination is a global “trust brand” and a pioneer with respect to sustainable tourism.
Mission
Switzerland Tourism (ST) creates a desire among guests for sustainable travel in Switzerland and offers its partners effective platforms.
Goals
Inspiring new visitors
ST takes on the complex and expensive task of reaching out to new visitors.
Measurement
+ Number of new visitors
+ Top marketing contacts
+ Top media contacts
Promoting cooperations
ST uses attractive marketing and market platforms to showcase its partners.
Measurement
+ Satisfaction surveys
+ Partner investments
Strengthening sustainability
ST is unfailingly committed to sustainable tourism in an effort to encourage guests to travel more consciously, with greater enjoyment and for longer.
Measurement
+ Duration of stay
+ Seasonal and geographic distribution
+ Added value
+ Participants in the Swisstainable programme (total and per level, including changes)
Setting standards
ST is constantly testing the latest techniques in tourism marketing.
Measurement
+ Awards
+ Competitive analysis
+ Launch of innovations
Lac Bleu, Jan Geerk
Travel Better –the strategy for promoting and steering.
The responsibilities of tourist marketing have increased in view of the contextual changes. Promoting demand alone is no longer enough to guarantee the quality of tourism in Switzerland. Additional control elements are required that steer demand in a targeted manner.
The “Travel Better” strategy therefore aims to achieve the ideal balance between promoting and steering. With targeted promotion and intelligent steering, the right guests are guided to the right place at the right time. The result is a flourishing tourism industry in harmony with nature and the local population.
“Guiding the right guests to the right place at the right time.”
How to Travel Better.
Year-round tourism
Diversification over time in order to achieve more even occupancy throughout the year.
Flows of visitors
Geographical diversification of visitor flows within Switzerland in order to reduce capacity shortages.
Duration of stay
Arguments, campaigns and offers to increase the duration of stay.
Tourism acceptance
Ensuring a harmonious co-existence between the local population and tourism.
Swisstainable
Mobilising the industry to provide guests with guidance for sustainable travel in Switzerland.
Swisstainable is an integral part of Travel Better.
Swisstainable 2030
Swiss tourism should remain healthy, resilient and attractive by benefiting all stakeholders – guests, partners, the local population and nature. The new sustainability strategy “Swisstainable 2030” paves the way for responsible tourism, using targeted initiatives to lay the groundwork for a worthwhile, future-proof tourism landscape in Switzerland.
Swisstainable programme
Travel Better requires differentiated tourism marketing.
Sustainability is only possible as a joint effort and needs the entire tourism industry. In the field of sustainability, ST works closely with the State Secretariat for Economy Affairs (SECO), the Swiss Tourism Federation (STF), the Conference of Regional Tourism Directors in Switzerland (RDK) as well as other industry associations and service providers.
All service providers and destinations who are committed to sustainability and participate in the Swisstainable programme can use the Swisstainable label. The inclusion in the programme and classification in one of the three levels is carried out by the Sustainability Competence Centre (KONA), which is located at the STF.
Find out more about the Swisstainable programme →
↑ Illustrative representation of the Travel Better strategy based on levers for target markets, seasons and destinations
The focus of steering demand is primarily:
+ the long-haul markets
+ the summer season
+ busy, popular destinations.
The main focus of demand promotion is:
+ the short-haul markets
+ the spring and autumn season
+ less-known destinations.
A dual focus on the steering and promotion of demand primarily concerns:
+ the domestic market of Switzerland
+ the winter season.
A diversified market portfolio ensures a resilient tourism economy.
While the Swiss market offers stability, Europe no longer shows the same strength. The long-haul markets drive growth , but are susceptible to fluctuations.
This changes the market mix between Switzerland (CH), Europe (EU) and the long-haul markets (LHM). In order to align with these developments, ST has refocused its market strategy based on the expected mix of markets in the coming years.
Shoring up Switzerland
The domestic market has proven to be extremely resilient. Swiss people travel around their home country in all possible ways: day excursions, weekends and holidays – both for business and for leisure.
→ Strategy ST strengthens the love for the homeland with clever storytelling and provides a stage for the destinations.
Promoting Europe
International tourism to Switzerland has its roots in Europe. Switzerland is a popular destination for short stays, business events and secondary holidays, but is in fierce competition with global destinations.
Steering long-haul markets
→ Strategy
ST wins new target groups, especially younger and sustainable travellers, and promotes year-round tourism.
The long-haul markets are growth drivers. Switzerland is a popular natural paradise –more and more long-haul visitors are choosing our country for individual trips. Switzerland is also a dream pick for incentive trips and destination weddings.
→ Strategy ST guides the flow of tourists, promotes public transport and encourages longer stays.
A clearly positioned and strong brand forms the foundation of the travel destination Switzerland.
The new, digital and modern brand universe stands for Switzerland’s long-standing tourism promise: nature, hospitality, reliability. The brand pursues a consistent one-brand strategy. A diverse brand ecosystem is built on this, enabling the brand to operate optimally in terms of space, physical and digital formats. This opens up new opportunities for ST to showcase the brand on the international stage.
Heidi Klara Öhi
Horizon
A destination to remember. A brand to take home.
A stage for our partners. Empowering with a wide range of communication platforms.
A canvas for our stories. Expressive and consistent across all touchpoints.
A guide for our guests. A trailblazer through Switzerland.
One name. One brand. Clearly for tourists. Clearly Switzerland.
Energised by our nature. Five distinct colours inspired by the alpenglow.
One name, one brand – the brand architecture revolves around the guests.
The brand architecture ensures a clear definition of roles, responsibilities and delimitations. It guides guests while also offering a clear classification for the entire industry.
The brand Switzerland encompasses various dimensions as shown in the brand wheel. All dimensions are aimed at spreading a consistent brand message and conveying the brand core of “Our Nature Energises You.”.
Add-ons
Complement the destination brand with a specific perspective.
Industry events
Associates
Distinguish partners and members.
Labels
Distinguish experiences.
The customer journey helps ST understand the guests and shape the touch points.
The customer journey focuses on the guest’s perspective and enables a deeper understanding of their needs and expectations. It displays clearly structured phases and touch points, allowing for targeted adaptation of messages. This promotes a customer-focused marketing strategy that will increase guest satisfaction and marketing success over the long term.
Personas sharpen the guest focus and increase the effectiveness of tourist marketing.
Personas enable messages, offers, etc. to be even better adapted to the needs and expectations of leisure travellers. This increases the effectiveness of tourist marketing. In addition to the personas for leisure tourism, ST has also developed personas for organised business tourism in order to facilitate access to event organisers and to strengthen the position of Switzerland as a top destination for organised business events.
The
Switzerland Tourism conducts marketing activities and creates platforms and experiences.
Marketing activities, platforms and experiences support the achievement of strategic goals, which, in turn, achieve ST’s vision The ST strategy wheel illustrates these interconnected effects.
Marketing activities
iringnewvisitors
Promotingcooperati
Marketing activities
ST carries out marketing activities throughout the customer journey in 22 markets. These aim to guide the right guests to the right place at the right time and to position Switzerland as a sustainable tourism destination.
Platforms and experiences
In collaboration with the Swiss tourism industry, ST creates and markets platforms and experiences that highlight the uniqueness and attractiveness of Switzerland as a travel destination.
Marketing activities are aligned with each other and work together.
Remembering
Campaigning and activation
Centrally produced, widereaching campaigns strengthen the “trust brand” of Switzerland. Campaigns implemented in the market explore market- and partner-specific topics. Digital channels and platforms play a key role in increasing campaign visibility among target groups.
Key Media Management (KMM)
KMM is one of ST’s most efficient communication tools. Media work in 22 markets positions Switzerland as a “trust brand” and pioneer in sustainable tourism. ST uses unpaid media work to generate a high level of credibility.
Key Account Management (KAM)
ST partners globally with travel agencies such as tour operators and OTAs (online travel agencies) to integrate Travel Better topics such as increased duration of stay and Swisstainable into bookable trips. In the area of organised business tourism, ST continuously evaluates new initiators and cultivates customer relationships. The role of ST as a central point of contact provides key competitive advantages.
Partner integration
ST integrates 1,200 tourism partners, including regions, destinations, railways, hotels, supplementary accommodation and leisure providers, into its marketing activities and campaigns. Corporate partners are also involved. These partnerships increase awareness and reach as well as interactions on ST’s digital platforms and channels.
A
An organic social media post by ST is published every 30 minutes. The ST community interacts with content on one of the 15 active social media platforms every 10 seconds.
Hero content
Attention-grabbing content for special occasions or campaigns to increase brand awareness.
Hub content
Regular content that creates deeper connections with the target group and engages with their interests.
Hygiene content
Search engine-optimised content that answers basic questions of the target group and generates traffic continually.
Digital platforms and experiences create new scope for guest interactions.
+ Flexible content management: the new content management system makes it possible to distribute personalised content across different channels and target groups. This cross-channel approach expands the current web-centricity and creates new opportunities for interaction.
+ Personalised guest communications ST uses zero-party and first-party data in a targeted manner to better understand travellers’ desires and needs. These findings are intended to develop digital services that transform travel dreams into tailormade travel plans. This turns every journey into a unique and inspiring discovery of Switzerland
+ AI-assisted travel companion: the integration of artificial intelligence into existing platforms will be key in the coming years to enhance guests’ experience. With AI-based planning tools, ST offers tailor-made travel guidance that intelligently integrates realtime information such as the SBB timetable and event details. This will enable seamless and efficient travel planning in the future
Touring strengthens the guest experience.
The Grand Tour of Switzerland and the Grand Train Tour of Switzerland inspire guests to discover more of Switzerland. With a focus on sustainability, longer trips and exploration in nature and culture away from the tourist centres are encouraged. In the tourism mobility sector, new products will be created and their development driven forward.
Switzerland.com is Switzerland’s digital business card; it introduces guests around the world to the country’s beauty and diversity. In recent years, the platform has introduced innovative products to meet the changing needs of its users.
With Switzerland 3.0, ST is setting another milestone when it comes to digital transformation. This programme lays the groundwork for staying agile and successful in the dynamic digital world. The main components of the further development strategy are:
+ Immersive experiences: in order to align with the trend towards immersive experiences, ST would like to offer guests a range of traditional content formats in future as well as 3-D content on various channels. This type of content allows guests to discover Switzerland in a completely new way.
Events serve as contact platforms for the whole industry.
ST connects and inspires people by creating first-class event experiences and promoting the networking of its partners and the entire industry, both in Switzerland and abroad. With a Live Communication portfolio of more than 30 different event platforms and the implementation of more than 80 events per year in Switzerland and abroad, the ST marketing campaigns are optimally supported.
Partners are embedded in marketing activities and experiences and positioned effectively on platforms.
The partner model distinguishes between two types of partners.
Tourism partners
In the marketing activities of the 22 markets as well as in the various campaigns, ST integrates around 1,200 tourism partners, consisting of regions, destinations, railways, hotels, congress and seminar providers, supplementary accommodation as well as leisure providers. This effective and combined use of funds is a major strength of Switzerland as a tourism destination.
Corporate partners
ST integrates corporate partners into global tourist marketing, thus securing substantial financial resources and at the same time increasing the reach of the activities undertaken. ST offers its partners attractive marketing platforms, focusing on personalised offerings and optimal alignment of brands, target groups and topics.
4. Partnerships
Customised packages for systematic marketing
3. Individual activities
Attractive appearances in the markets that can be individually selected and purchased
Around 1,200 tourism partners and corporate partners play an active part in campaigns and benefit from an enhanced presence and reach through strategic collaborations.
2. Membership
Basic services and market research information
The tourism industry participates in tailor-made marketing activities such as sales platforms, digital and print media as well as cross-regional product development initiatives.
A membership offers networking opportunities and exclusive benefits, such as access to industry events and market research data.
1. Basic role
Promotion of tourism demand with basic marketing
ST promotes tourism demand for Switzerland as a travel destination both nationally and internationally and supports the tourism industry with advice and overarching marketing activities.
Marketing activities 2025
Campaigns generate attention and increase awareness of Switzerland as a travel destination.
UEFA Women’s EURO 2025
The UEFA Women’s EURO 2025 in Switzerland is an ideal opportunity to present the country as a welcoming and sustainable destination. From 2 to 27 July, 16 teams will play 31 games in 8 cities and offer a platform to appeal especially to young guests and families. Switzerland Tourism (ST) is launching a comprehensive umbrella campaign that promotes the tournament and Switzerland as a versatile destination via several waves.
Swisstainable campaign
In 2025, Swisstainable will become better known and be made more tangible in Switzerland. The aim is to make service providers in the Swisstainable programme more visible under the motto: “You enjoy your holiday. We make it sustainable.”.
Graubünden, Via Silenzi, Clemgia, Colin Frei
YouTube series
The YouTube series project will strengthen the hub content and complement it with valuable storytelling that is both emotional and informative. This approach promotes interaction with the brand and deepens guests’ longterm brand connection.
Always-on: dynamic content
ST uses automated content to attract international guests throughout the year. Interest-based content from switzerland.com is shared on a daily basis.
Roger Federer goes Autumn 2.0
Roger Federer is once again acting as an ambassador to establish autumn in switzerland as a distinct travel season. The campaign is intended to increase occupancy in the months of September and October, and to position autumn as a sensual, intense time of year. Particularly European guests will be inspired by the humorous and visually stunning setting to spend their autumn holidays in Switzerland.
10 years of the Grand Tour of Switzerland
The Grand Tour of Switzerland is celebrating its 10th anniversary in 2025. This is being celebrated, among other things, at the industry event Connect Switzerland (formerly Switzerland Vacation Day) and at the Switzerland Travel Mart. Other activities are focused on positioning the tour as an iconic travel experience and further boosting awareness of the road trip among national and international guests.
Hotels & lodgings recommended by Switzerland
The campaign aims to increase the awareness of accommodation partnerships under the label “Hotels & lodgings recommended by Switzerland”. A humorous approach shows that suitable accommodation is available for every need – including exceptional quarters for the smallest guests such as bees, insects or hedgehogs, who find a home at the partner businesses.
Fly another day.
Extend your business trip.
The campaign convinces business travellers to extend their stay in Switzerland. It is aimed at both individual and organised business trips.
Switzerland Tourism actively includes tourism partners in partner campaigns.
Regions and destinations
Regions and destinations can participate in campaigns revolving around the four thematic elements of cities, summer, autumn and winter. These campaigns have a digital focus, are produced centrally and broadcast globally.
Close cooperation with the markets is ensured. Partners can choose content, channels and markets.
Accommodation and gastronomy
ST offers accommodation and gastronomy businesses the opportunity to participate in campaigns and thereby strengthen their positioning. The central production of content with global distribution, mainly digital, ensures maximum reach.
Markets
ST’s market representatives offer individual partner contracts to Swiss tourism regions and destinations that are tailored to the specific needs of guests in the respective market. Here are three planned campaigns for 2025:
North America
15-day STP itinerary: the best way to experience Switzerland
This trip offers daily activities that are included in the Swiss Travel Pass (STP). Highlights include the trip with the GoldenPass, the car-free village of Mürren, the St. Gallen Abbey Library and the Lucerne–Interlaken Express. The trip will be actively presented with the partners on various channels, with a direct link to the booking page.
Asia Pacific
My Home Is Your Home
ST shows Asian travellers Switzerland far off the beaten track. ST invites “key opinion leaders” (KOLs) from each market for a week and pairs them with local hosts. These duos then tell us about their experiences and encounters. A production team documents these moments in a short film.
France
Electric symphony by rail ST France and Travel Switzerland enter into a partnership with the French artist Thylacine, who is known for composing and mixing classical and electronic music on his travels. He will join the Grand Train Tour of Switzerland to create an exclusive track. He will participate in affiliate marketing activities and report on social media about music made in Switzerland.
Switzerland Tourism’s Key Media Management ensures Switzerland’s visibility in the global media.
Key Media Management (KMM) is handled by a total of 45 people in the 22 markets and in corporate communication at head office. Media communication takes place along ST’s content journey.
For 2025, ST focuses on the following key areas in the KMM space:
+ Ongoing training and specialisation, mutual information-sharing in calls and meetings.
+ Preparation of tourism and partner news in media-appropriate formats, dialogue and topic-planning via central newsroom, proactive pitches on media across the world.
+ Curation of seasonal and partner news using AI as a basis for proactive and reactive media work.
Media professionals and content creators are invited to media trips and assisted in the process. In addition, media events will be held in Switzerland and in the markets in the form of conferences, lunches, talks, social events, roadshows and launches. They serve to maintain relationships, share information and provide a stage for the partners.
Collaborations and events
The Spanish fashion brand Zubi is in demand among target groups with strong purchasing power. The two owners, the Zubizurreta sisters, will travel to Zurich to create a new bag inspired by this trip. The new product and their experiences in Switzerland will then be presented on social media and to local media in Madrid
Some planned marketing activities for 2025:
Display on screens
ST’s global media work ensures a striking presence for the travel destination Switzerland in 2025 with renowned TV stations and streaming platforms. For example, in Australia, with a travel format on Nine Networks, one of the country’s major free TV channels. Or in Denmark, where in the “Hotel Romantik” reality programme on the public broadcaster DKTV single seniors are trying their luck in Switzerland. Haute cuisine takes centre stage in Belgium, when two head chefs present typical Swiss delicacies on “Njam!”, a specialised TV and online channel.
Sustainable experiences on a journey around Switzerland by actress Nikki Reed will be displayed in a photo exhibition in Los Angeles, USA. Reed shows how Swisstainable holidays work in Switzerland.
To mark the 10th anniversary of the Grand Tour of Switzerland, ST is inviting the UK’s most renowned content creators on a Swiss road trip. Their posts are also used for media work.
Media trips
Over 3,000 media representatives from all over the world will participate in numerous media trips to Switzerland. ST takes the journalists on a journey through Switzerland in small groups mixed in terms of specialisations, backgrounds and media titles.
Content journey of Key Media Management
At the heart of Key Account Management: creating contact platforms and strategic
collaborations.
Leisure tourism
ST works closely with operators of leisure tourism around the world. The focus of the collaboration is on sustainable products. As of 2025, luxury will also be a global focus in Key Account Management (KAM).
KAM experts will continue to maintain and establish the network of key accounts intensively using the KAM toolbox:
Switzerland as a luxury destination
ST will comprehensively focus on the luxury travel segment from 2025. Through marketspecific events and workshops in Switzerland and in the markets, luxury travel specialists will be presented with Switzerland as a luxury destination.
Marketing partnerships
In marketing cooperations with tour operators, ST guides their product positioning and development and promotes quality travel products worldwide in the spirit of “Travel Better”.
Switzerland Travel Mart
ST annually invites travel professionals to educational trips and industry events so they can personally experience the destination Switzerland and forge cooperations. In addition to the major Switzerland Travel Mart, ST also organises the STM Winter, Spring and Autumn Editions.
Sales calls and roadshows
ST markets teams take partner delegations on tours through globally important metropolitan regions to position destination Switzerland among tour operators, product managers and buyers. They use our long-standing flagship events, the Switzerland Travel Experiences, but also sales calls and networking events to increase the presence in product portfolios.
Specialist trade fairs
ST coordinates the Swiss presence at major trade fairs such as ITB and WTM to enable face-to-face meetings with global business contacts.
Online and offline training Travel agents’ travel expertise influences the choice of Switzerland as a holiday destination or a conference location. ST trains thousands of travel specialists around the world through in-house training sessions and thematic webinars every year. The eLearning platform Switzerland Travel Academy offers training courses in seven languages.
Switzerland Pro
ST has created the digital marketplace “Switzerland Pro” that gives product managers and buyers a 24/7 connection to Swiss providers.
out more at switzerland.com/pro
Framework conditions
ST works closely with the authorities to create optimal conditions for the tourism industry. This includes coordinating with migration authorities and supporting the roll-out of ETIAS as of mid-2025.
Organised business tourism
ST acquires business events and presents Switzerland as a sustainable event location. Digital campaigns and KAM activities increase visibility in short- and long-haul markets. The KAM toolbox for business events covers trade fairs, sales calls, networking events, educational trips, trophies and online platforms for meetings and weddings.
Swisstainable business events
The event planner on switzerland.com makes it possible to select a sustainable venue and supporting programme. Checklists and best-practice examples provide assistance with organisational considerations.
Destination weddings
Switzerland is marketed as a romantic wedding destination. Content on switzerland.com and social media as well as educational trips for wedding planners are important tools for this.
WEF annual meeting industry and cultural tours
For the first time ever, ST is organising pre- and post-tours on the topic of Switzerland as a destination for knowledge, business and conferences for interested participants in the annual World Economic Forum (WEF) in collaboration with Switzerland Global Enterprise (S-GE) and Destination Davos Klosters.
Trophies
Trophy events allow international account managers to experience the Swiss meeting infrastructure and promote sales discussions. The Asia Trophy in November/December aims to distribute Asian incentive trips across the whole year.
Associations
ST succeeds in attracting international congresses, conferences and sporting events. The UEFA Women’s EURO 2025 increases Switzerland’s visibility as a venue for important events.
Management Values
Passionate
We are committed.
Entrepreneurial
We think and act entrepreneurially.
Progressive
We embody a “digital first” approach.
Cooperative
We pull together.
Unbiased
We are open to anything.
Responsible
We take responsibility for environmental and social matters.
Federal mandate
Basic role
Switzerland Tourism (ST) ensures Switzerland’s overall tourist marketing at home and abroad.
Cooperation mandate
ST brings together the tourism industry for a joint market presence and coordinates this.
Advisory role
ST shares expertise from market research and market observation proactively with its members.
Fribourg, old town and Saane, André Meier
Tourism: a global presence headquartered in Zurich.
Switzerland Tourism promotes initiative and a diverse corporate culture.
Leadership
ST respects employees, challenges them with ambitious goals, shows them trust and supports them so that they can deliver the best possible performance.
Empowerment
ST empowers and promotes employees who show commitment, think independently, act entrepreneurially and achieve their goals. ST facilitates personal development and international careers.
Recruitment
ST consistently hires employees that best fulfil a clearly defined requirement profile. ST attaches great importance to personality, training and suitable experience.
Diversity
ST fosters a mix of genders, backgrounds, languages, training and experience across all levels of the hierarchy.
Maximum effectiveness and efficiency through ongoing monitoring of the use of funds.
All costs (mandatory and flexible) are determined. This transparency promotes the prioritisation of projects and increases the effectiveness of marketing. Budget planning also makes it possible to react flexibly and quickly to changing framework conditions.
Relevant key figures show the success and impact of Switzerland Tourism.
budget 2025
CHF million, divided into income and expenditure
Partner reporting
prepares comprehensive reports on its activities with its partners. Based on these findings, marketing activities are improved and the benefits for partners are increased.
Partner reporting
ST prepares comprehensive reports on its activities with its partners. Based on these findings, marketing activities are improved and the benefits for partners are increased.
Publisher Switzerland Tourism Morgartenstrasse 5a 8004 Zurich, Switzerland
Editor Switzerland Tourism: Andreas Freimann
Design | Illustration MADE Identity AG, Zurich → made-identity.ch
Photos Cover: Stefan Köhler
Other images: courtesy of partners
Printing Print run: 1,450
Languages: de | fr | en Stämpfli AG, Bern → staempfli.com
