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Switzerland sustainable tourism leaders stories examples

Much loved and admired for its natural beauty, Switzerland is a destination high up on wishlists of travellers around the world, especially and increasingly also Asians. But how does the country’s popularity as a tourism destination affect its sustainability? How are its mountain destinations adapting to the consequences of climate change, such as less snow? And how are Switzerland’s hotels and other tourism businesses living up to the high expectations of environmentally conscious travellers?

To get answers to those and other questions, we caught up with Swiss tourism leaders and sustainability changemakers.

Sustainable destination Switzerland supporters: Swiss Youth Hostels , Swiss Travel System , SWISS and Rhaetian Railways .

Why focus on sustainability?

The pristine natural landscape of Switzerland is often associated with its clean and green image. To retain its image as an environment-friendly destination, DMOs, and businesses in the hospitality, transportation, and culinary sector work closely with each other and incorporated sustainability as a core part of their business model to strengthen the reputation of Switzerland as a brand close to nature.

How Switzerland approaches sustainability

  • In the face of errant weather due to climate change, Switzerland is diversifying its winter tourism offerings by encouraging hiking and cycling during – and beyond – the summer months.
  • Valposchiavo has developed a conscious tourism model with the ‘100% Valposchiavo’ initiative where locally produced seasonal products from the alpine valley are directly sold to restaurants. With active support from the local DMO, farming community, and local restaurants, this closed value chain initiative is a boost to sustainable economic development.
  • Muottas Muragl Romantik Hotel has won accolades for achieving energy efficiency in its operations by relying solely on solar energy. To encourage conscious consumption, they work closely with local suppliers to source ingredients and reduce food wastage by cooking according to the demand resulting in cost savings.
  • Schweizerhof Lenzerheide in the Swiss canton of Graubünden sets an example in the hospitality industry by focusing on all three pillars of sustainability. They strongly believe in social sustainability by training their employees and creating a positive work environment which translates into a committed staff which is important in a sustainable business. Guests are provided with an authentic Swiss culinary experience by sourcing locally produced food while also ensuring a lower carbon footprint.
  • Swiss Youth Hostels ’ sustainability strategy is based on the three-pillar principle: economy, social and environment. Their efforts to reduce carbon emissions have resulted in the reduction of CO2 emissions from space heating by 57.3% in 2000 and offset around 2,270 tonnes of CO2.
  • SwitzerlandMobility , the national network for non-motorized traffic like hiking, cycling, mountain biking, skating and canoeing is renowned as an outstanding model for sustainable tourism mobility. Financed by the public and private sector, as well as visitors when using the SwitzerlandMobility Plus tool, SwitzerlandMobility is a shining example of a sustainable tourism offering.
  • Anakolodge in the Valais region of Switzerland has accommodations built with natural construction materials that blend with the mountain landscape. The idea behind the chalets is to respect and preserve the heritage of ancestors and their knowledge of living in harmony with nature.
  • Montagne Alternative in the Valais region of Switzerland is the first B Corp in the country in 2014. It is a mountain retreat where companies are provided with a unique space to discuss, learn and experience principles of the regenerative economy. The property has incorporated wood and stone in its construction, relies on solar energy for heating, and offers local produce in its restaurants.
  • Entlebuch , a mountain destination near Lucerne is recognised by UNESCO as a model region for sustainable living, responsible business, and nature conservation. Their sustainability model is based on giving equal importance to the environment and social and economic interests to promote sustainable development.
  • Laax is aiming to be the world’s first self-sufficient alpine destination through financially viable initiatives. Their green-style approach to sustainability focuses on reducing CO2 emissions, electricity consumption, and wastage. With climate change already affecting snow patterns, Laax is utilizing the latest 3D technology to measure the height and depth of the entire skiing and snowboarding region to help snow groomers efficiently maximize slope preparation with minimal diesel consumption.

Muottas Muragl Romantic Hotel sustainability strategy

Switzerland’s sustainable tourism changemakers

Who is leading sustainability efforts in Switzerland, making and keeping it attractive as a tourist destination? Below are our interviews with some of the country’s responsible tourism champions and changemakers.

Kaspar Howald

Kaspar Howald on how Valposchiavo links sustainable tourism and agriculture through smart destination branding

As the Director of Valposchiavo Tourism, Kaspar has been a driving force behind the destination’s ‘100% Valposchiavo’ initiative, aimed at connecting agriculture, local trade, and tourism. In this interview, he shares how the initiative works and tells us about its successes and challenges.

Read the interview here

Anne-Pierre Ackermann, Romantik Hotel Muottas Muragl

Anne-Pierre Ackermann on how Muottas Muragl became the first plus-energy hotel in the Alps

Perched high up in the Swiss Alps, Muottas Muragl Romantik Hotel is a real treat and popular for celebrating special occasions. Hotel manager Anne-Pierre explains how a combination of strict environmental standards in construction and utilising renewable solar and geothermal energy helped Muottas Muragl achieve energetic self-sufficiency and to even produce more energy than it actually needs.

Claudia Zuellig Schweizerhof Lenzerheide

Claudia Züllig on achieving sustainability, top guest ratings, and employee satisfaction

A real sustainability stalwart in Switzerland’s hospitality scene, Hotel Schweizerhof Lenzerheide – run by Andreas and Claudia – shows how sustainable hospitality can be achieved through passion and concerted efforts. Champions in offering locally sourced produce, artisanal drinks, and creating employee satisfaction, it is no surprise that Hotel Schweizerhof Lenzerheide is among the best-rated hotels in Eastern Switzerland.

Martin Nydegger Switzerladn

Martin Nydegger on sustainability strategies of Switzerland Tourism

Switzerland’s scenic countryside and the country’s commitment to safeguarding these natural assets is a crowd puller. Find out from Martin , the CEO of Switzerland Tourism about the sustainability measures implemented across the destination, such as promoting biking tours, wildlife watching, and even prolonging fall activities such as biking and hiking in December due to less snowfall owing to climate change.

Fredi Gmuer

Fredi Gmür on sustainability at Swiss Youth Hostels

With sustainability as a core part of its business model, Swiss Youth Hostels have managed to reduce energy consumption and greenhouse gas emissions of their properties, among myriads of other initiatives in place for sustainability. Former CEO, Fredi explains how this is only possible when the management board and every employee “walk the talk” in sustainability, and implement measures consistently in their daily work.

Lukas Stadtherr

Lukas Stadtherr on promoting carbon-neutral mobility

By building a strong network of services through public and private partnerships, SwitzerlandMobility makes it easy for visitors to enjoy a Swiss vacation, promoting car-free traffic options like the train, hiking, cycling, mountain biking, skating, and canoeing. Lukas tells us how they do it.

Olivier Cheseaux

Olivier Cheseaux on eco-friendly architecture in rural accommodation

With a motive to retain the charm and heritage of Swiss mayens, Olivier , architect and manager of Anakolodge shares his experience of refurbishing wooden huts on the hilly slopes of Evolène in the French-speaking Valais region, to propagate the idea of sustainable construction, in harmony with the surroundings and using recycled material.

Benoit Greindl

Benoit Greindl on resilience and sustainability in tourism

Montagne Alternative , a mountain retreat located high up in the Swiss Alps near Montreux, is the perfect accommodation for eco-conscious visitors who want to feel one with nature. Benoit , co-founder and manager of Montagne Alternative, explains why a focus on resilience and sustainability in tourism is no longer a “nice to have”, but a necessary requirement for meeting traveller expectations.

Read the i nterview here

Theo Schnider

Theo Schnider on establishing Switzerland’s first biosphere reserve

Recognised by UNESCO as a model region for sustainable living, responsible business, and nature protection, the approach of Entlebuch Biosphere to regional development and sustainability sets an example for other biosphere reserves to learn from. Theo has been involved from the start.

Urs Wohler

Urs Wohler on community leadership and regional sustainability

Urs , CEO of Niesenbahn AG , illustrates why political leadership and support at a regional level are essential for destination sustainability. He also stresses how sustainability can work as an opportunity for differentiation from competitors, and how DMOs and travel businesses can work towards tourism sustainability.

Reto Fry Laax

Reto Fry of Flims-Laax-Falera on the Greenstyle approach to sustainability

Popular winter destination Laax is making great strides towards sustainability, including minimising diesel consumption and optimising the slope preparation process. Reto , the Environmental Manager at Weisse Arena Group , introduces us to the Greenstyle approach and to the destination’s ambitious plans to reduce residual waste, CO2 emissions, and electricity consumption.

Our thanks to Swiss Youth Hostels , Swiss Travel System , SWISS and Rhaetian Railways for supporting our series of interviews with Swiss sustainable tourism leaders, champions, and changemakers.

Did you enjoy our series of interview portraits with sustainable tourism champions and changemakers in Switzerland? Thanks for sharing!

Curious how destinations in other parts of the world approach sustainability? Visit our leading sustainable destinations section for additional stories and good practice examples!

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  • Hospitality Industry

Swiss Tourism outlook 2023: Datafication for Resilient Tourism

Resilient Tourism

December 01, 2022 •

10 min reading

With 2023 almost upon us, perhaps the tourism industry can finally expect to rebound in the coming months to its happy and healthy state. But the word "perhaps" cannot be overlooked, as nobody can predict the future and we will certainly live future crises. The travel sector cannot experience another collapse and should not rest on the status quo when recovering from downfalls. Therefore, rethinking tourism and building resilience in the coming years is exactly what is needed to prepare and minimize future challenges. In a joint effort to stay ahead with trends, the Swiss tourism and travel sector has chosen to bet on data and technology to undertake its national resilience journey , thanks to a national Innosuiss e-f unded p roject: The Flagship Resilient Tourism Project .

What is Resilient Tourism?    

Understanding the definition of resilience and tourism helps to get a sense of it, but simply said, 'resilient tourism' refers to the practice of reducing risk for destinations and tourism businesses, and anticipating future shocks. It is not a secret that the past years have been the most challenging ever for the international travel sector. The  UNTWO declared  that the pandemic caused a 72% drop in international travel with 1.1 billion fewer international tourists in 2020.  

While countries were striving to respond in a state of shock and in a constant global health crisis, the travel sector was grounded to a halt, disrupting every sector-related business activities and placing over 100 million employees out of work. Thankfully, the nightmare seems to have come to its end, with international tourism reaching 57% of pre-pandemic levels between January and July 2022.   

When crises like COVID-19 hit an industry as large as travel and tourism, industry stakeholders must not only implement recovery strategies to survive but also be able to learn from the past and adapt to change. In other words, bouncing back to pre-pandemic levels worldwide will not be a satisfactory response to the crisis. What is needed is to rely on past data to build on the future, or at least to prevent future disruptions and strengthen the sector.    

Resilience is effective when stakeholders can withstand challenges and become stronger. Besides, when resilience is taken into account, the way to sustainability is much easier and more reliable in the long run. One must not forget that threat levels remain high for the tourism industry, whether it be a shock due to another global pandemic, geopolitical conflicts like the war in Ukraine leading to inflation, acts of terrorism, natural disasters, or the increasingly alarming climate change and its dramatic consequences.  

Therefore, the Swiss travel sector has all the necessary incentives to rebuild on resilience and to preserve its stakeholders.   

Tourism resilience and innovation - a  national call

Tourism resilience can be approached differently depending on the risks that a country is exposed to. Some destinations will be more subject to natural disasters or climate issues such as the vulnerable Small Island Developing States (SIDS), while others might need to adapt to new visitor markets (like Greece and Cyprus whose markets depend on Russian arrivals), or simply build stronger communities. In Switzerland, tourism resilience is currently being studied and built around innovation.     

On September 1, 2021, the Swiss Federal Council adopted a  recovery program  which aimed at stimulating demand and maintaining the capacity for innovation with the support of Innotour. As the Swiss travel sector is predicted to  reach pre-pandemic levels by the winter season 2023-2024 , all eyes are now focused on data, thus technology, as an innovation pillar for ensuring the resilience, efficiency, and sustainability of the travel and tourism industry.  

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Datafication in tourism - the benefits

The Federal Statistical Office regularly offers an overview of the tourism sector, enabling industry stakeholders to make efficient data-driven decisions and carry out predictive analyses. The data collected allows for the analysis of visitor behavior, tourism flows, economic impact and any other variables key to policy-making and business strategies. Further field surveys and future forecasts also provide a vast amount of information used for the development of the Swiss travel sector.   

But how can data create more resilience and sustainability? The COVID-19 crisis has called for a radical transformation of the industry – and technology  is already in the loop  to enhance customer experience. New methods and resilient systems are also crucial to strengthening the industry against future outbreaks and prepare for real-time changes.  

Meeting Sustainable Development Goals (SDGs) and ensuring a sustainable future for the industry is also a priority for every government. Data should be included when designing better policies - e.g., 'smart cities' which demonstrate how data collection and analysis can shape development and identify paths of improvement.   

Datafication can take the Swiss travel market to another level, ensuring the availability and accessibility of accurate and timely data, much in line with the Swiss identity. The future of tourism relies on how efficiently data will be collected, monitored, analyzed and used for improving visitors’ experiences and developing appropriate strategies. Here are just a few examples of how data can improve business processes in tourism:   

  • Understand visitors:  Data is commonly used for identifying market profiles, tourist flows, tourist behaviors, sector contribution and other key variables in marketing strategies. From these data analyses, there is a possibility for much more dynamic and personalized services and products, since businesses can get much more precise information to provide the right service at the right moment. Just think about how all the streaming platforms such as TikTok or Netflix have built their business models based on data collection and precise intelligent recommendations.     
  • Provide quality experiences:  Whether for digitizing and facilitating processes in the travel sector through the  use of technology  or for improving  customer experience  by analyzing the customer journey, there is a constant need for data analysis to create additional value and optimize the co-created travel experience.      
  • Shape policy-making:  Through quicker availability, appropriate interpretation and better use of data, more efficient policies can be developed to support the evolution of the sector. The amount of data available is infinite, but focusing on real-time, accurate and targeted data allows government institutions and businesses to make impactful decisions adapted to customers' fast-evolving needs and socio-economic requirements.   

To sum up, there is so much that can be done in the tourism industry with data and technology solutions, including opening the way towards resilience and adaptability. Indeed, the more data our tourism businesses have access to, the more they will be prepared to not only predict but also face another global crisis.   

The good news is that the Swiss travel sector is already on board with a CHF  5.5 million flagship  project funded by Inno suisse. The purpose of the  Resilient Tourism   projec t is to address the challenges of digital transformation by supporting the datafication of the travel sector across the country, through the creation of a National Data Infrastructure and resilient digitally supported services, business processes and business models.  

At the EHL Hospitality Business School, we are proud to participate in this national initiative along with five other academic institutions and more than 30 industry partners to shape the digital future of the industry, as well as to foster cross-fertilization of communities of practice.   

Calling for digital innovation projects!  

The majority of the travel sector is represented by SMEs, which must also be supported to achieve the national digital transformation. If you recognize yourself here, the Resilient Tourism Flagship needs your contributions! Would you like to contribute to the digital innovation strategy of the Vaud tourism sector with your SME?  

The EHL Hospitality Business School, the Service de la promotion de l'économie et de l'innovation du canton de Vaud (SPEI) and Vaud Promotion are launching a call for projects to promote  digital innovation within tourism   SMEs in the canton of Vaud. Selected projects will be awarded CHF 5,000 and will benefit from the coaching expertise of the EHL network or an external consultant to take innovative projects to another level.  

Are you ready to become our next representative of tourism innovation at a local and a national level and build resilience with us? Do you have some ideas and would like to concretize them?  

Please check out   our website  a nd apply before December 23, 2022.  

For more information and to get support in shaping up your idea, contact us at  [email protected] . We will gladly help turn your ideas into action!    

EHL Faculty

Assistant Professor at EHL Hospiality Business School, HES-SO

Alessandro Inversini

Associate Professor at EHL Hospitality Business School, HES-SO

Amélie Keller

Flagship Project Coordinator, EHL Hospitality Business School, HES-SO

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  • Case Studies

Adapting to changing trends with BrandAcademy

Brandacademy Training Engagement App Mobile Switzerland Tourism Case Study

A changing tourism industry

As one of the most sought after destinations to travel to for Japanese people, Switzerland has had a longstanding presence in Japan to promote tourism to the country and support local travel industry players, such as travel agencies and tour operators, to build and sell compelling offers to customers. Switzerland Tourism, the official branch of Switzerland’s tourism promotion in Japan has seen drastic changes changes resulting from an evolution of the wants and needs of the Japanese market over the last 20 years. Whereas the 90’s and early 2000’s saw a strong demand for group travel and company trips, in recent years the demand has switched dominantly to free independent travelers (FIT), in other words the desire to travel alone or as a couple or family and to have a program that is customized and often revolving around a truly local experience, rather than concentrating on the typical tourist attractions. With this in mind, Switzerland tourism had to find creative solutions in order to empower local players to answer these much more sophisticated demands from customers.

The Swiss Specialists program

To tackle this challenge, Switzerland Tourism put in place a very successful program called “Swiss Specialists” starting a few years ago. These specialists are tourism industry professionals working at different organizations who historically already had a propensity to sell Switzerland as a destination. Switzerland Tourism invited these professionals to be certified as a Swiss Specialist through an annual test to up-skill them on different facets of Switzerland. Test passers receive an official mark of trust that signify these representatives as experts of Switzerland and is easily identifiable for Japanese customers contemplating a trip to Switzerland.

Going to the next level with Swiss Academy

Building on the momentum of the Swiss Specialists program, Switzerland Tourism in Japan sought to use BrandAcademy as a way to go one step further into the training and engagement of the Switzerland specialist community in the travel industry. Essentially, the aim was to turn them into true ambassadors of the Swiss brand within their respective companies and towards clients.

Previously, the operations of the Swiss Specialists program were time consuming for a single annual touch point, the test to certify knowledge on Switzerland. Now, with the Swiss Academy, members of Switzerland Tourism have an easy channel to constantly convey new and interesting information about Switzerland, receive feedback from Swiss specialists, and empower ambassadors of Switzerland to provide unparalleled service to their customers.

Finding the right FIT with BrandAcademy for Switzerland

Keeping the focus on answering to the growing number of FIT requests, Switzerland Tourism has been using BrandAcademy to give the necessary tips and niche selling points that regular travel guides wouldn’t be able to propose:

  • How to craft a trip centered around Swiss Architecture?
  • Where are the best scenic points off the beaten track?
  • Discovering the secrets behind traditional Swiss watchmaking
  • How to live like a local in bustling cities such as Zurich or Lausanne

The carefully curated content is delivered to Swiss Specialists under the form of micro modules on Swiss Academy. It takes no more than a couple of minutes for these professionals to always stay on top of their game and be able to suggest the right activity to the right customer, at any given moment.

Future Implications

The success of Swiss Academy, as a breeding ground for Swiss ambassadors and an active driver to accommodate to the industry’s shift in demand for FIT, is promising for many sectors in the tourism field facing similar challenges. The solution can be replicated to help Swiss tourism thrive in locations other than Japan, or be used as a platform to collaborate and coalesce with other European destinations to attract tourists to the region together. Other destinations can foster its own ambassadors as well using its own version of BrandAcademy. Furthermore, the platform can provide a place for specialists to engage with each other, share knowledge and relevant information that will in turn help elevate their service to customers. All in all, BrandAcademy can be a highly impactful solution for the tourism industry struggling to adapt to rapidly changing trends.

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Company profile

Name:   Switzerland Tourism

Industry:   Tourism, Government Agency

Headquarters:   Switzerland

switzerland tourism case study

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switzerland tourism case study

Switzerland Tourism

Key results.




Marketing Objectives

Switzerland Tourism was looking to reposition the country as not just a destination for skiers, but somewhere all types of travellers can enjoy all year round. The goal was to attract new visitors and increase length of stay.

It wanted a content campaign that would highlight Switzerland’s many and varied attractions to an affluent audience of keen travellers, and promote the country as a clean, safe and sustainable travel destination.

Switzerland Tourism came to FT to create this campaign and to connect with our exclusive audience of high-net- worth luxury-seekers. Its targets were challenging, but we knew we could achieve them.

Our Solution

The FT worked with an experienced freelance travel writer to create a compelling content campaign called “Discover Switzerland”, hosted on a bespoke hub on The concept behind the campaign was that as people emerge from the difficult times of the pandemic, they need adventure, wellness and a break – and Switzerland can offer it all.

Research Our audience research showed that discerning FT readers align strongly with the Swiss Tourism Board’s target audience, having both the means and the propensity to spend on unique travel experiences. The average personal net worth of our readers is £1.4 million, 92% of our UK readers are luxury travellers, and 83% of FT readers enjoy going to new destinations.

In addition:

  • The FT reaches a projected audience size of over 3.3 million £sterling millionaires across the globe each month
  • 94% of FT or How To Spend It online readers have either bought a product or service, or visited a website as a result of reading an article on our site

Content Five articles showcased Switzerland’s exquisite scenery, cosmopolitan cities, luxury experiences, adventure sports and wellness breaks, while a sixth set out two spectacular itineraries in tempting detail. They were designed to bring the country to life for our readers and excite them about the varied travel possibilities.

Switzerland Tourism wanted the content to be in the FT’s tone of voice rather than its own in order to resonate with our audience. So the tone was luxurious and informative and we built on this with beautifully shot, high-production photography.

Each article had two calls to action, driving traffic to the landing page where readers could make a travel booking.

The campaign not only hit Switzerland Tourism’s content engagement objectives, but also achieved the biggest brand uplift of all FT content campaigns in 2021.

• We generated 28.8k page views, 191% to target

• The average attention time across all content was 55 seconds, 28% over the FT benchmark

• Throughout the series we reached 22.7k users, each reading 1.27 pieces of content on average (showing good engagement)

• We delivered 5.6m impressions across social media and

• On, the CTR for all line items significantly outperformed the benchmarks, again showing strong FT audience engagement

• Of the known audience on, 26% were of the key C-suite demographic

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switzerland tourism case study

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Switzerland Tourism

Growing awareness & generating demand.

Representing a country renowned worldwide for its stunning landscapes, Switzerland Tourism wanted to grow awareness of Switzerland’s urban tourism within the German market.

Switzerland Tourism (ST) has been promoting demand for Switzerland as a holiday, travel and congress destination at home and abroad on behalf of the federal government for over 100 years.

The Challenge

Switzerland Tourism challenged Strava users in Germany to run 10 kilometers in 10 days to enter a prize draw for a chance to win a trip to Basel for two.

Switzerland is known worldwide as an outdoors mecca, with world-class hiking, mountain biking, trail running, and mountaineering. That being said, Switzerland’s beautiful cities are also well-worth spending time in, with vibrant arts, culture, and architecture to explore. Switzerland Tourism wanted to promote the country’s cities as an integral part of any Swiss holiday, especially if you enjoy running. Recognizing that Strava is home to the world’s largest community of active people, Switzerland Tourism wanted to build awareness among an audience receptive to active tourism. Additionally, Switzerland Tourism was drawn to the fact that Strava supports a plethora of activities, including mountain biking, running, walking, skiing, and hiking, which Switzerland is known for. Given that Germans comprise the largest nationality amongst tourists to Switzerland, Switzerland Tourism wanted to grow mindshare among and generate future demand within the German market. The Strava community in Germany is large, active, and highly engaged, making it a key channel to help further Switzerland Tourism’s marketing goals.

Challenge Joins (Germany)


“Discovering a Swiss city by running is a fun way to explore its beauty and cultural highlights in one sportive session. Distributing the challenge on Strava to promote our beautiful Swiss Cities as a great running destination for active people was a great success. We are keen on making new challenges for our grown community on Strava to further promote Switzerland and all the fun, active things that one can do here whilst enjoying one of the most beautiful landscapes, either nature or cities.” 

Katharina Frede

Marketing Distribution Manager

Switzerland Tourism used this Strava activation as a part of a wider campaign to increase awareness of running in Swiss cities. With 17,537 German Strava athletes joining the challenge, 12,265 completions, and 5 percent of athletes signing up for their mailing list , the challenge surpassed their initial projections. The challenge garnered 1.14M unique impressions and grew their club to 1,145 members by the end of the challenge. Strava clubs are a key component of any brand’s presence on Strava, as a club is a lifelong community for brands to tap into, grow, and continually engage with. 

Switzerland Tourism was pleased with overall results of the challenge and is looking at further opportunities to engage with their audience on Strava. For future activations, they are exploring how they could better optimize in-feed units and other additional promotions for their challenge to drive even more participation. They would like to explore challenges targeted at other key markets vital for Switzerland Tourism. They would also like to explore how they can run challenges for a broader range of activity types reflective of the wide range of sports and activities that Switzerland is famous for.

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Book cover

Tourism and Leisure pp 175–201 Cite as

The Case of Switzerland During the Last 20 Years

  • Miriam Scaglione 3 &
  • Roland Schegg 3  
  • First Online: 01 January 2014

2385 Accesses

1 Citations

Information and communication technologies (ICT) have been recognized for quite some time (cf. Buhalis, 2003, p. 338; Scaglione & Murphy, 2012) as a key tool for marketing and distribution in tourism. Actually, not only do they offer opportunities in terms of information diffusion (24*7*365) on product and service presentation, pricing strategies and promotions (last-minute, location-based offers, etc.), but also they broaden selling opportunities for tourism suppliers including getting customer feedback from social media sites.

During the last 20 years, various papers at the AIEST conference have followed the ICT evolution using Switzerland tourism sectors for case studies. These studies focused on either diffusion and implementation (Perruchoud-Massy, Scaglione, Schegg, & Murphy, 2005; Scaglione, Ismail, Trabichet, & Murphy, 2010; Scaglione, Johnson, & Trabichet, 2010, 2011; Scaglione, Schegg, Steiner, & Murphy, 2004a; Schegg, Scaglione, Liebrich, & Murphy, 2007; Varini, Scaglione, & Schegg, 2011) or the impact on revenue generated by ICTs in Switzerland (Scaglione, Schegg, & Murphy, 2006, 2009)

The central aim of the present research is to describe the evolution of ICT adoption and implementation in the Swiss tourism sector and in conclusion to show the importance of supporting innovation policy through the whole process but also to show the possible thread of Online Travel Agencies (OTA) for the hospitality sector. This research reviews empirical results and spells out the role of public policy in accompanying the ICT adoption and implementation processes in Switzerland.

Last but not least, this paper is a tribute to the president of AIEST, Professor Peter Keller, by showing his role during the early stages of ICT adoption and implementation in Switzerland.

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The Recent Evolution of Global Tourism: Study Case - Switzerland

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European Journal of Sustainable Development

Among other negative economic and health outcomes, the global tourism industry is one of the most affected areas by the recent pandemic. A recent estimation shows that USD 1.3 trillion were lost in revenues, in 2020 only – which represents more than 11 times the loss suffered during the 2009 global economic crisis. It is by far the most the worst year in tourism history. As a direct consequence, many jobs are at risk, especially in small and medium-sized enterprises, in countries where tourism is the main economic component, the situation is quite dramatic. In this paper, we will analyse what happened in world large regions in the sector, what the perspectives to recovery are, and what are the rebound expectations and consumer confidence. We will also investigate the specificity of the tourism situation in Switzerland, where since the beginnings of the pandemic, the big cities and tourist locations have suffered greatly from the absence of foreign tourists. The cities close to the a...

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Switzerland Tourism


Switzerland Tourism partnered with to deliver reach, raise awareness and drive interactions through an omnichannel video solution.

Switzerland Tourism

Switzerland Tourism, the national marketing and sales organization for Switzerland, aims to position the country as a premier tourism destination. Following the travel lull due to Covid19, Switzerland Tourism was looking to get in front of and re-engage a large audience of potential travellers by promoting the Grand Tour of Switzerland.

Reaching New Audiences

Switzerland Tourism partnered with to launch an omnichannel video campaign reaching audiences through OTT and digital content across CTV, desktop and mobile. A household targeting strategy driven by CTV was employed to engage various members within a home and activate the power of household influence in decisions about upcoming trips. This tactic used within a wider omnichannel approach enabled Switzerland Tourism to extend its reach and brand impact across a large audience.

Switzerland Tourism was able to reach both native French and Dutch audiences with creative messaging in the local language.

The Switzerland Tourism campaign utilized video-driven ad units with multiple tabs, which allowed for a wide variety of information to accompany the video. One tab on the unit featured an interactive map with hotspots, each containing a CTA that triggered dynamic content to be displayed alongside the map. Another tab contained a gallery of Grand Tour highlights and details, which users could click on and be taken to the website for more information. The educational information and strong CTAs within the ad unit drove high-quality traffic to the Switzerland Tourism website.

The interactive nature of the tabs also enabled the campaign to gather user interest data that could be used to optimize future campaigns.

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  • Representation of Geographical Features
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Tourism in Switzerland: A Case Study

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Available Answers

Fill in the blanks:

  • ____________ organised the first package holiday to Europe.
  • The famous adventure sports in Switzerland which attract the tourists are __________ and ___________.
  • The three famous Swiss dishes, popular worldwide are _______________ and ___________.
  • _____________ situated between the peaks of Alps is known as 'Top of Europe'.
  • _____________ is a medieval fortress belonging to the Duke of Savoy.
  • The Chapel Bridge is located in the city of __________.

Match the following:

  • 3. Explain briefly the location of Switzerland.
  • 4. State three factors that have led to the development of Switzerland as a tourist destination.
  • 5. Name the options available to adventure seekers in Switzerland.
  • 6. Explain how do the mountains attract the tourists in Switzerland. What unique transport facilities are available to reach the mountains?


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    The good news is that the Swiss travel sector is already on board with a CHF 5.5 million flagship project funded by Innosuisse. The purpose of the Resilient Tourism project is to address the challenges of digital transformation by supporting the datafication of the travel sector across the country, through the creation of a National Data ...

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    Furthermore, Paunović and Jovanović (Citation 2017) also researched a country-specific case in their qualitative study on the implementation of sustainable development in the German Alps and concluded that stakeholder engagement, cross-border cooperation, and indicators for sustainable tourism are key themes to consider.

  7. Case Study: Switzerland Tourism

    Switzerland Tourism, the official branch of Switzerland's tourism promotion in Japan has seen drastic changes changes resulting from an evolution of the wants and needs of the Japanese market over the last 20 years. Whereas the 90's and early 2000's saw a strong demand for group travel and company trips, in recent years the demand has ...

  8. Switzerland Tourism

    Switzerland Tourism Case Study. Download More case studies. Aberdeen Standard Investments. Using an engaging multimedia content series on a striking brand hub, Aberdeen Standard Investments (ASI) wanted to raise its profile as a leading asset manager in ESG and UK equities. Its main target audience was UK wholesale advisers; its secondary one ...

  9. The Recent Evolution of Global Tourism: Study Case

    Abstract and Figures. Among other negative economic and health outcomes, the global tourism industry is one of the most affected areas by the recent pandemic. A recent estimation shows that USD 1. ...

  10. (PDF) Topic Prominence of Tourism and Hospitality ...

    Therefore, this study aims to analyse and map the topic prominence of Tourism, Leisure and Hospitality Management (TLHM) research by focusing on Switzerland as a case study. The collected data ...

  11. Tourism in Switzerland: How perceptions of place attributes for short

    Tourism in Switzerland: How perceptions of place attributes for short and long holiday can influence destination choice. ... Destination brand identity, balues, and community a case study from rural Victoria, Australia. Journal of Travel and Tourism Marketing, 28 (1) (2011), pp. 13-26. CrossRef View in Scopus Google Scholar.

  12. A Process for Co-Creating Shared Value with the Crowd: Tourism Case

    Tourism generates almost 11% of the gross value added of the canton of Valais, Switzerland, and almost 20% of the workplaces of the region in 2014. However, the tourism economy in the region of Valais faces a series of challenges such as aging infrastructure, the emergence of new competing tourism destinations, changes in customer behaviour and in the legal framework, and the high value of the ...

  13. Swiss Cooperation in the Travel and Tourism Sector: Long-term

    Despite a growing body of research on the interface and relationship between transport and tourism, this research area remains undeveloped. Using Switzerland as a case study, the present study aims to investigate the level of integration between public transport and tourism companies, the enablers of their long-term cooperative relationship and outstanding performance, seen from the ...

  14. Climate Change and Tourism in Switzerland: a Survey on Impacts

    The tourism industry is particularly affected by climate change, being very climate- and weather- dependent. Moreover, particularly in the Alpine region, it is specially exposed to natural hazards. Nonetheless, this industry is an important pillar of the Swiss economy, providing employment and generating income. Then, it becomes essential to reduce its vulnerability and starting implementing ...

  15. Switzerland Tourism : Strava Business Case Study

    Impact. Switzerland Tourism used this Strava activation as a part of a wider campaign to increase awareness of running in Swiss cities. With 17,537 German Strava athletes joining the challenge, 12,265 completions, and 5 percent of athletes signing up for their mailing list, the challenge surpassed their initial projections.The challenge garnered 1.14M unique impressions and grew their club to ...

  16. PDF Case study, tourism

    Case study, tourism Alan Fyall University of Central Florida, Orlando, USA A case study represents a holistic, in-depth ... # Springer International Publishing Switzerland 2015 J. Jafari, H. Xiao (eds.), Encyclopedia of Tourism, DOI 10.1007/978-3-319-01669-6_244-1.

  17. PDF The Case of Switzerland During the Last 20 Years

    the ICT evolution using Switzerland tourism sectors for case studies. These studies focused on either diffusion and implementation (Perruchoud-Massy, Scaglione, Schegg, & Murphy, 2005; Scaglione, Ismail, Trabichet, & Murphy, ... In 1995, SNTO became Switzerland Tourism (ST) which was reorganized as a marketing company, and an agreement between ...

  18. The Recent Evolution of Global Tourism: Study Case

    Among other negative economic and health outcomes, the global tourism industry is one of the most affected areas by the recent pandemic. A recent estimation shows that USD 1.3 trillion were lost in revenues, in 2020 only - which represents more than.

  19. Case Study: Switzerland Tourism Achieved 31.5M visits of ...

    Achieved 31.5M visits of which 80% were new. Made it easy to navigate mass data with just four segments and contextual information. Employed AI to automate translation, markets content and image delivery. Improved global performance withmultiple content delivery networks for the whole world, including China. Broke down barriers to elderly and ...

  20. (PDF) 'Case study 14: Lucerne, Switzerland'

    'Case study 14: Lucerne, Switzerland' ... Institute of Tourism, Switzerland . Case study 15 Macao, China 64. Dr. Philip Feifan Xie, Bowling Green State University, United States of America .

  21. Switzerland Tourism

    Overview. Switzerland Tourism, the national marketing and sales organization for Switzerland, aims to position the country as a premier tourism destination. Following the travel lull due to Covid19, Switzerland Tourism was looking to get in front of and re-engage a large audience of potential travellers by promoting the Grand Tour of Switzerland.

  22. Switzerland Tourism: Developing a Winter-Sports ...

    Switzerland Tourism: Developing a Winter-Sports Market in China. Case. -. Reference no. 523-0002-1. Subject category: Marketing. Authors: Yang Mei (Europe-Asia Case Study Center, University of Zurich); Xinhua Wittmann (Europe-Asia Case Study Center, University of Zurich); Yuan Qin (Europe-Asia Case Study Center, University of Zurich) Originally ...

  23. Tourism in Switzerland: A Case Study

    5. Clock Tower (Zytgiogge) (e) Geneva. 3. Explain briefly the location of Switzerland. 4. State three factors that have led to the development of Switzerland as a tourist destination. 5. Name the options available to adventure seekers in Switzerland.