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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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Tourism in Switzerland 

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Tourism in Switzerland is big business. But why is this industry so important and what does it all mean? Read on to find out…

Tourism in Switzerland

The geography of switzerland, the tourism industry in switzerland, statistics about tourism in switzerland, the most popular tourist attractions in switzerland, the most popular types of tourism in switzerland , the economic impacts of tourism in switzerland, the social impacts of tourism in switzerland, the environmental impacts of tourism in switzerland, faqs about tourism in switzerland, to conclude: tourism in switzerland.

Switzerland, nestled in the heart of Europe, is renowned for its stunning alpine landscapes and precise craftsmanship. This article unpacks the intricacies of Switzerland’s tourism sector, discussing its paramount importance to the national economy, while spotlighting the charm of its snow-clad mountains, luxurious watchmaking towns, and multicultural cities.

Switzerland is a landlocked country located in Central Europe. Here are some key points about the geography of Switzerland:

1. Location: Switzerland is situated in the heart of Europe and is bordered by Germany to the north, France to the west, Italy to the south, and Austria and Liechtenstein to the east.

2. Landscape: Switzerland is known for its stunning mountainous landscape. The Swiss Alps dominate the southern part of the country, while the Jura Mountains stretch along the western border. The Swiss Plateau, with its rolling hills and fertile plains, occupies the northern and central regions.

3. Alps: The Swiss Alps are one of the most prominent mountain ranges in the world and cover about 60% of Switzerland’s total land area. This region includes famous peaks such as the Matterhorn, Eiger, and Jungfrau. The Swiss Alps offer breathtaking landscapes, skiing and snowboarding opportunities, and picturesque alpine villages.

4. Lakes: Switzerland is also known for its beautiful lakes, which dot the landscape throughout the country. Lake Geneva (Lac Léman), Lake Zurich, Lake Lucerne, and Lake Maggiore are among the largest and most popular lakes in Switzerland. These lakes provide scenic beauty, water-based activities, and charming lakeside towns.

5. Rivers: Several major rivers flow through Switzerland, including the Rhine, Rhône, and Aare. These rivers not only contribute to the natural beauty of the country but also offer opportunities for river cruises, water sports, and picturesque riverside walks.

6. Climate: Switzerland has a varied climate influenced by its diverse topography. The high Alpine regions have a cold and snowy climate, while the lower areas experience mild summers and cold winters. The climate is also influenced by the Mediterranean in the south and the continental climate in the north.

7. Biodiversity: Despite its small size, Switzerland boasts significant biodiversity. The varied landscapes support diverse ecosystems, including alpine meadows, forests, wetlands, and glacial regions. The country is home to numerous plant and animal species, including chamois, ibex, marmots, and various bird species.

8. Natural Parks: Switzerland has several national parks and nature reserves dedicated to preserving its natural heritage. These protected areas, such as the Swiss National Park and the Aletsch Glacier, provide opportunities for hiking, wildlife viewing, and nature conservation.

9. Transportation: Switzerland has a well-developed transportation infrastructure, including an extensive network of trains, cable cars, and roads that make it easy to access different regions of the country. The famous Swiss railway system is known for its efficiency and scenic routes.

10. Tourism: The unique geography of Switzerland, with its mountains, lakes, and charming towns, attracts millions of tourists each year. Visitors come to enjoy outdoor activities such as skiing, hiking, and mountain climbing, as well as to explore cultural attractions, historical sites, and picturesque landscapes.

Overall, Switzerland’s geography offers a diverse and breathtaking environment, making it a popular destination for nature lovers, outdoor enthusiasts, and those seeking picturesque scenery.

Switzerland has a thriving tourism industry and is known worldwide as a popular travel destination. Here are some key aspects of the tourism industry in Switzerland:

1. Scenic Beauty: Switzerland is renowned for its stunning landscapes, including the majestic Swiss Alps, picturesque lakes, charming towns, and lush green valleys. The country’s natural beauty attracts visitors from around the globe.

Tourism in Switzerland

2. Outdoor Activities: Switzerland offers a wide range of outdoor activities throughout the year. In winter, skiing, snowboarding, and snowshoeing are popular, with world-class ski resorts such as Zermatt, Verbier, and St. Moritz. In summer, hiking, mountain biking, paragliding, and water sports on the lakes are among my favourite activities.

3. Cultural Heritage: Switzerland has a rich cultural heritage that attracts tourists interested in history, art, and architecture. The country is home to numerous castles, museums, art galleries, and UNESCO World Heritage sites. Cities like Zurich, Geneva, Lucerne, and Bern offer a blend of historical and modern attractions.

4. Wellness and Spa Tourism: Switzerland is famous for its wellness and spa resorts, offering relaxation, rejuvenation, and therapeutic treatments. Places like Baden-Baden, Davos, and Leukerbad are renowned for their thermal baths, wellness retreats, and health resorts.

5. Culinary Experiences: Swiss cuisine is known for its cheeses, chocolates, and other delicious specialties. Visitors can enjoy authentic Swiss dishes, wine tasting, and culinary tours. Additionally, Switzerland has a strong tradition of fine dining, with many Michelin-starred restaurants.

6. Adventure Tourism: Switzerland attracts adventure seekers with activities like mountaineering, rock climbing, canyoning, and glacier trekking. The country’s challenging terrain and well-maintained infrastructure make it an ideal destination for thrill-seekers.

7. Rail Journeys: Switzerland is famous for its scenic rail journeys, offering breathtaking views of the Alps, lakes, and countryside. The Glacier Express, Bernina Express, and GoldenPass Line are popular train routes that provide unforgettable travel experiences.

8. Shopping: Switzerland is known for its luxury watches, chocolates, cheeses, and other high-quality products. Cities like Zurich and Geneva are shopping hubs, offering a wide range of boutiques, department stores, and renowned Swiss brands.

9. Sustainability and Ecotourism: Switzerland places a strong emphasis on sustainability and eco-friendly tourism. Many hotels, resorts, and tourism operators in Switzerland adhere to eco-friendly practices, promoting responsible tourism and preserving the natural environment.

10. Events and Festivals: Switzerland hosts various cultural, sports, and music events throughout the year, attracting visitors from all over the world. The Montreux Jazz Festival, Basel Carnival, Fête de l’Escalade in Geneva, and Swiss National Day celebrations are among the popular events.

The tourism industry in Switzerland plays a significant role in the country’s economy, providing employment opportunities and contributing to local businesses. The Swiss government and tourism organisations continuously promote Switzerland as a desirable destination, ensuring that visitors have memorable experiences while preserving the country’s natural and cultural heritage.

Now lets put things into perspective. Here are some statistics about tourism in Switzerland:

1. In 2019, Switzerland welcomed a record-breaking 12.5 million international tourists, representing a 1.9% increase compared to the previous year.

2. Tourism contributes significantly to the Swiss economy, accounting for around 2.9% of the country’s GDP.

3. Switzerland is known for its high tourism receipts. In 2019, the tourism industry generated approximately 18.8 billion Swiss francs (CHF) in revenue.

4. The number of overnight stays in Switzerland reached 38.8 million in 2019, with domestic tourists accounting for 18.8 million stays and international tourists for 20 million stays.

5. The average length of stay for international tourists in Switzerland is around 2.6 nights.

6. Germany is the largest source market for tourists visiting Switzerland, followed by the United States, the United Kingdom, France, and China.

7. The Swiss Alps are the most popular tourist destination in Switzerland, attracting visitors with their stunning landscapes, ski resorts, and outdoor activities.

8. The cities of Zurich, Geneva, Lucerne, and Basel are the most visited urban destinations in Switzerland, offering a mix of culture, history, and modern amenities.

Tourism in Switzerland

9. Switzerland has a well-developed tourism infrastructure, including an extensive network of hotels, resorts, transportation options, and tourist facilities.

10. Switzerland is known for its commitment to sustainability and eco-tourism. Many tourism operators and accommodations in Switzerland have implemented eco-friendly practices to minimise their environmental impact and promote responsible tourism.

Please note that these statistics are based on pre-pandemic data and may vary due to the impact of COVID-19 on the tourism industry.

Switzerland is known for its stunning landscapes, charming cities, and cultural heritage. Here are some of the most popular tourist attractions in Switzerland:

1. Zermatt and the Matterhorn: Zermatt is a picturesque Alpine village located at the foot of the iconic Matterhorn, one of the most famous mountains in the world. It is a popular destination for skiing, hiking, and mountaineering.

2. Lucerne and Lake Lucerne: Lucerne is a beautiful city situated on the shores of Lake Lucerne. It offers a blend of historic architecture, such as the Chapel Bridge, and breathtaking natural scenery. Visitors can also take boat cruises on the lake and explore nearby mountains.

3. Geneva: Known as the international centre for diplomacy, Geneva is a cosmopolitan city with a rich history. It is home to numerous international organisations, including the United Nations. Visitors can explore the Old Town, visit museums, and enjoy the scenic shores of Lake Geneva.

4. Interlaken: Nestled between two lakes and surrounded by the Swiss Alps, Interlaken is a popular destination for outdoor activities. It serves as a gateway to adventure sports such as paragliding, skydiving, and canyoning. It also offers easy access to the Jungfrau region, known for its stunning mountain landscapes.

5. Bern: The capital city of Switzerland, Bern, is known for its well-preserved mediaeval old town, a UNESCO World Heritage site. The city offers attractions like the Bear Park, the Rosengarten, and the Zytglogge (Clock Tower).

6. Zurich: Switzerland’s largest city, Zurich, is a vibrant metropolis with a mix of modern and historic attractions. Visitors can explore the Old Town, visit museums, enjoy shopping on Bahnhofstrasse, and take a boat cruise on Lake Zurich.

7. Lausanne and Lake Geneva: Lausanne is a picturesque city located on the shores of Lake Geneva. It is home to the International Olympic Committee and offers a blend of history, culture, and beautiful scenery. The Olympic Museum and the Lausanne Cathedral are popular attractions.

8. The Swiss National Park: Located in the eastern part of the country, the Swiss National Park is a nature lover’s paradise. It is Switzerland’s oldest national park and is home to a wide variety of alpine flora and fauna. Visitors can explore hiking trails and enjoy the untouched beauty of the Swiss Alps.

9. Chillon Castle: Situated on the shores of Lake Geneva near Montreux, Chillon Castle is a well-preserved mediaeval fortress. It offers stunning views of the lake and the surrounding mountains and provides insights into the region’s history and architecture.

10. The Aletsch Glacier: The Aletsch Glacier is the largest glacier in the Alps and a UNESCO World Heritage site. Located in the Jungfrau region, it offers breathtaking views and opportunities for hiking and mountaineering.

These are just a few examples of the many wonderful tourist attractions Switzerland has to offer. The country is renowned for its natural beauty, outdoor activities, cultural heritage, and welcoming hospitality.

Switzerland attracts a diverse range of tourists due to its natural beauty, outdoor activities, cultural heritage, and well-developed infrastructure. Here are some of the most popular types of tourism in Switzerland:

1. Alpine Tourism: Switzerland is renowned for its magnificent Alpine scenery, making it a popular destination for winter sports enthusiasts. Skiing, snowboarding, and mountaineering are major attractions in places like Zermatt, St. Moritz, Verbier, and Davos.

2. Adventure Tourism: The country offers various outdoor adventure activities, including hiking, cycling, rock climbing, paragliding, and river rafting. The Swiss National Park, Jungfrau Region, and Engadin Valley are popular destinations for adventure tourism.

3. Cultural Tourism: Switzerland has a rich cultural heritage with diverse traditions, languages, and historical sites. Cities like Zurich, Geneva, Basel, and Lucerne offer a blend of mediaeval architecture, art galleries, museums, and music festivals. Château de Chillon, the Abbey of St. Gallen, and the Old Town of Bern are notable cultural attractions.

4. Wellness and Spa Tourism: Switzerland is famous for its luxury wellness retreats and thermal spas. Places like Bad Ragaz, Leukerbad, and Scuol offer rejuvenating spa experiences, thermal baths, and wellness treatments set amidst scenic landscapes.

5. Nature Tourism: Switzerland’s picturesque landscapes, including its lakes, waterfalls, and scenic hiking trails, attract nature enthusiasts. The Swiss National Park, Lake Geneva, Lake Lucerne, and the Aletsch Glacier are popular natural attractions.

6. Train Tourism: Switzerland’s efficient train network, including the famous Glacier Express and Bernina Express, offers panoramic views of the country’s stunning landscapes. Train enthusiasts and travellers seeking scenic journeys often opt for these picturesque train rides.

Tourism in Switzerland

7. Culinary Tourism: Swiss cuisine, known for its cheese, chocolate, and fondue, is a draw for food lovers. Visitors can explore cheese factories, chocolate factories, vineyards, and traditional Swiss restaurants to indulge in the country’s culinary delights.

These are just a few examples of the popular types of tourism in Switzerland. The country’s diverse offerings cater to a wide range of interests and preferences, making it an attractive destination for travellers from around the world.

Tourism in Switzerland plays a significant role in the Swiss economy and has a substantial impact on various sectors. Here are some of the economic impacts of tourism in Switzerland:

1. Employment: The tourism industry in Switzerland is a major source of employment. It creates job opportunities in hotels, restaurants, transportation, tour operations, travel agencies, and various related sectors. Both direct and indirect employment is generated, benefiting the local workforce.

2. Revenue generation: Tourism in Switzerland contributes significantly to the country’s revenue. International tourists spend money on accommodation, food and beverages, transportation, shopping, attractions, and other tourism-related services. This expenditure leads to the generation of income and tax revenues for the government.

3. Small business development: The tourism industry in Switzerland provides opportunities for small businesses and entrepreneurs to thrive. Local artisans, craftsmen, souvenir shops, and family-owned businesses benefit from the influx of tourists, helping to diversify the economy.

4. Infrastructure development: The demand for tourism infrastructure, such as hotels, resorts, restaurants, and transportation facilities, drives investment and development in these areas. The construction and maintenance of infrastructure create job opportunities and stimulate economic growth.

5. Regional development: Tourism in Switzerland helps in the development of rural and less-developed regions of Switzerland. When tourists explore different areas, they contribute to the economic growth of those regions, encouraging investment and development beyond major cities and popular tourist destinations.

6. Cultural preservation: Tourism in Switzerland often fosters the preservation and promotion of cultural heritage. Historic sites, museums, traditional festivals, and local traditions gain recognition and support due to tourist interest. This helps preserve Switzerland’s cultural identity and can have positive economic impacts on communities.

7. Multiplier effect: The tourism industry has a multiplier effect on the economy. When tourists spend money, it circulates through the economy, benefiting various sectors and creating a ripple effect. For example, money spent by tourists at a hotel can generate income for the hotel staff, local suppliers, restaurants, and shops, leading to further economic activity.

However, it’s important to note that tourism in Switzerland also brings challenges and potential negative impacts, such as overcrowding, environmental concerns, increased living costs in tourist areas, and seasonal fluctuations in employment. Sustainable tourism practices and careful planning are necessary to mitigate these issues and ensure the long-term benefits of tourism in Switzerland.

Tourism in Switzerland has a significant impact on Swiss society, both positive and negative. Switzerland is known for its natural beauty, rich cultural heritage, and well-preserved historical sites, making it a popular tourist destination. Here are some of the social impacts of tourism in Switzerland:

1. Economic benefits: Tourism in Switzerland contributes significantly to the Swiss economy by generating revenue and creating employment opportunities. It supports various sectors such as accommodation, transportation, restaurants, and souvenir shops, providing jobs for locals and boosting their income levels. This economic stability positively affects the standard of living and social welfare of Swiss residents.

2. Cultural exchange: Tourism in Switzerland brings people from different parts of the world to Switzerland, fostering cultural exchange and understanding. Visitors have the opportunity to experience Swiss traditions, language, cuisine, and customs, while locals gain exposure to diverse cultures and perspectives. This interaction enhances mutual respect, tolerance, and appreciation for cultural diversity.

3. Preservation of heritage: Tourism in Switzerland plays a vital role in preserving cultural and historical heritage. The revenue generated from tourism often goes towards the restoration and maintenance of historic buildings, museums, and landmarks. This ensures the preservation of Swiss heritage for future generations and promotes a sense of pride among the local population.

4. Promotion of local traditions and crafts: Tourism in Switzerland encourages the promotion and revitalization of traditional Swiss crafts, such as watchmaking, chocolate production, cheese-making, and textile manufacturing. Visitors are interested in experiencing and purchasing authentic Swiss products, which helps to sustain local industries and traditions. This contributes to the preservation of cultural identity and supports local artisans and businesses.

5. Infrastructure development: The tourism industry drives the development of infrastructure in Switzerland. To cater to the needs of tourists, there is a continuous improvement in transportation networks, accommodation facilities, and recreational amenities. These developments benefit not only tourists but also residents, making travel and access to various services more convenient and efficient.

6. Environmental concerns: The influx of tourists can put pressure on Switzerland’s delicate ecosystems and natural resources. Popular tourist destinations, such as mountainous regions, may experience increased foot traffic, leading to erosion, pollution, and habitat disturbance. Sustainable tourism practices and responsible visitor behaviour are crucial in minimising these negative environmental impacts.

7. Seasonal employment and seasonality challenges: Tourism in Switzerland is often seasonal, with peaks during summer and winter. This can create a challenge in terms of employment stability, as many jobs are tied to specific seasons. Seasonal employment opportunities can be beneficial for local residents, providing them with additional income. However, the reliance on seasonal employment may lead to economic uncertainties and fluctuations in local communities.

Tourism in Switzerland

To maximise the positive social impacts and mitigate the negative ones, Switzerland focuses on sustainable tourism practices, responsible tourism education, and conservation efforts. The government, local communities, and tourism industry stakeholders work together to strike a balance between economic growth, cultural preservation, and environmental protection.

Tourism in Switzerland has both positive and negative environmental impacts. While the industry promotes appreciation for the country’s natural beauty and supports conservation efforts, it also poses challenges to the environment. Here are some key environmental impacts of tourism in Switzerland:

1. Carbon emissions: Travel to Switzerland, especially by air, contributes to carbon emissions due to the burning of fossil fuels. Tourists coming from distant locations often rely on air travel, which is a significant source of greenhouse gas emissions. This can contribute to climate change and impact the fragile alpine ecosystems of Switzerland.

2. Overcrowding and habitat disturbance: Popular tourist destinations in Switzerland, particularly in the Alps, can experience overcrowding during peak seasons. Increased visitor numbers can lead to habitat disturbance, trampling of vegetation, soil erosion, and damage to fragile ecosystems. It can also disrupt the natural behaviour and breeding patterns of wildlife.

3. Waste generation and pollution: Tourism in Switzerland generates a substantial amount of waste, including plastic bottles, food packaging, and other disposable items. Improper waste management can lead to pollution of water bodies, soil, and scenic landscapes. It is crucial to promote responsible waste disposal and recycling practices to mitigate this impact.

4. Water consumption and scarcity: Tourism in Switzerland places demands on water resources, particularly in areas with limited water availability. Hotels, restaurants, and recreational activities require water for various purposes. In regions already facing water scarcity or during dry periods, increased tourism can exacerbate the strain on local water supplies and ecosystems.

5. Ski tourism and landscape modification: Switzerland is renowned for its ski resorts, attracting winter sports enthusiasts from around the world. The development of ski infrastructure, including ski lifts, trails, and snowmaking systems, can lead to landscape modification and habitat fragmentation. This can affect the natural flow of water, soil erosion, and disrupt wildlife habitats.

6. Wildlife disturbance: The presence of tourists in natural areas can disrupt wildlife behaviour and disturb sensitive species. Activities such as hiking, skiing, and wildlife viewing, if not conducted responsibly, can lead to stress, displacement, and changes in animal behaviour. It is essential to promote guidelines and regulations to minimise wildlife disturbance and protect biodiversity.

7. Energy and resource consumption: The tourism industry requires significant energy and resource consumption for transportation, accommodation, and other services. This includes energy-intensive activities like heating and cooling in hotels, water consumption, and the operation of recreational facilities. Encouraging sustainable practices, such as energy-efficient infrastructure and renewable energy sources, can help reduce these impacts.

To address these environmental concerns, Switzerland has taken steps to promote sustainable tourism practices. The country emphasises the use of renewable energy, waste management initiatives, protected area management, and the development of eco-friendly infrastructure. Efforts are made to raise awareness among tourists and encourage responsible behaviour, such as minimising waste, using public transportation, respecting wildlife, and following designated trails. Additionally, Switzerland actively participates in international collaborations and agreements to address climate change and protect biodiversity.

Tourism in Switzerland

Now that we know a bit more about tourism in Switzerland, lets answer some of the most common questions on this topic:

1. Q: What is the best time to visit Switzerland?

   A: Switzerland is a year-round destination, offering different experiences in each season. Summer (June to August) is ideal for outdoor activities and exploring the scenic landscapes, while winter (December to February) is perfect for skiing and winter sports enthusiasts. Spring (April to June) and autumn (September to October) offer pleasant weather and fewer crowds.

2. Q: Do I need a visa to visit Switzerland?

   A: Whether you need a visa to visit Switzerland depends on your nationality. Citizens of certain countries can enter Switzerland for tourism purposes without a visa for a limited period (usually up to 90 days). It’s recommended to check with the Swiss embassy or consulate in your country for specific visa requirements.

3. Q: Is English widely spoken in Switzerland?

   A: While Switzerland has four official languages (German, French, Italian, and Romansh), English is widely spoken, especially in tourist areas, hotels, and major cities. You should have no trouble communicating in English, but it’s always helpful to learn a few basic phrases in the local language.

4. Q: How do I get around in Switzerland?

   A: Switzerland has an efficient and well-connected public transportation system. Trains, trams, buses, and boats cover most areas of the country. The Swiss Travel Pass offers unlimited travel on public transportation and can be a convenient option for visitors. Rental cars are also available, but they may not be necessary if you plan to primarily rely on public transport.

5. Q: Are the Swiss Alps only for experienced hikers?

   A: The Swiss Alps offer a range of hiking options suitable for all skill levels. While some trails may be more challenging, there are plenty of easy and moderate routes that can be enjoyed by beginners and families as well. It’s important to choose trails that match your fitness level and come prepared with proper gear and information.

6. Q: Is Switzerland an expensive country to visit?

   A: Yes, Switzerland is known for its high cost of living, and tourism expenses can add up. Accommodation, dining out, and activities can be relatively expensive compared to other destinations. However, there are ways to manage costs, such as opting for budget accommodations, self-catering, and exploring free or low-cost attractions.

7. Q: What are some must-visit attractions in Switzerland?

   A: Switzerland offers a wealth of attractions. Some popular ones include the Matterhorn in Zermatt, Lake Geneva, Jungfraujoch (the “Top of Europe”), Lucerne and its Chapel Bridge, the Rhine Falls, the Chillon Castle, and cities like Zurich, Geneva, and Bern. Additionally, exploring the scenic landscapes and charming Swiss villages is highly recommended.

8. Q: Can I drink tap water in Switzerland?

   A: Yes, tap water in Switzerland is generally safe and of high quality. You can drink tap water without any concerns. It’s a great way to stay hydrated and save money on buying bottled water.

9. Q: Are there any cultural etiquettes or customs to be aware of?

   A: Switzerland has a rich cultural heritage, and it’s appreciated when visitors respect local customs. It’s customary to greet people with a handshake, dress modestly when visiting religious sites, and observe quietness in public places. Tipping is not mandatory, but leaving a small amount as a token of appreciation for good service is common.

Switzerland is renowned worldwide for its stunning Alpine landscapes, luxury watches, and world-class chocolate. The tourism sector plays a vital role in its economy, attracting visitors to its ski resorts, scenic train journeys, and cultural cities. As tourism thrives, it brings both positive economic influx and challenges, especially in terms of sustainability and maintaining the pristine nature of its environments. In closing, Switzerland continually works towards blending its deep-rooted traditions with the demands of modern tourism, ensuring a harmonious experience for both visitors and residents.

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Destination Switzerland: Sustainable Tourism Strategies, Stories and Examples

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.

Read the interview  here

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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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

  • 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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The Recent Evolution of Global Tourism: Study Case - Switzerland

Profile image of Iulian Gole

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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The specialized literature in disaster studies emphasizes the problems of applied research to forecast exactly the geographical zone or city where the disaster will take a hit. The term disaster appeals precisely to the lack of coherence in responses to outstanding, if not disturbing, events that impact notably society. For this reason, disaster management adopted the figure of resilience and adaptation to deal with post-disaster (pandemic) scenarios. Over the recent years, some voices have alerted on the importance of resilience in the tourism industry. The global pandemic that originated in Wuhan (China) rapidly disseminated throughout the world, paralyzing not only the tourism industry but also the global trade. The COVID-19 obliges us to rethink tourism in a feudalized (atomized) world without tourists. The current travel behavior, as well as the geographical borders, are being reformulated according to a post-pandemic situation. Beyond the material losses and lives, the COVID-19 seems to be a foundational event that redrawn the global geographies. This book chapter deals with the opportunities and challenges of tourism in Argentina just after the COVID-19. We look to answer the question: is post-disaster tourism literature an efficient instrument to put the activity back on its feet again?

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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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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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switzerland tourism case study

  • Alan Fyall 3  

A case study represents a holistic, in-depth empirical analysis where the focus is on the understanding of a contemporary phenomenon in its real-life context at a particular point in time (Beeton 2005 ). What distinguishes it from most other research methods is its reliance on multiple sources of evidence. Its key proponents advocate that case studies should be significant, mix practice with theoretical development, be contemporary in nature, and represent leading edge research (Yin 2018 ). Its boundaries should be complete while evidence should be sufficiently displayed with reports written in an engaging manner. In essence, this study method represents an all-encompassing research strategy that covers design, data collection, and analysis.

Types of Case Studies

Case studies include intrinsic, instrumental, and collective types. While intrinsic case studies explore a particular situation in isolation, instrumental cases seek to extrapolate wider lessons to facilitate understanding of...

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Beeton, S. 2005. The case study in tourism research: A multi-method case study approach. In Tourism research methods: Integrating theory with practice , ed. B. Ritchie, P. Burns, and C. Palmer, 37–48. Oxford: CABI.

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University of Central Florida, Orlando, USA

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Correspondence to Alan Fyall .

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School of Hospitality Leadership, University of Wisconsin-Stout, Menomonie, WI, USA

Jafar Jafari

School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, China

Honggen Xiao

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Universidad Nacional de Quilmes, Bernal, Argentina

Regina Schlüter

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Fyall, A. (2023). Case Study in Tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham.

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Received : 09 August 2021

Accepted : 22 October 2022

Published : 15 June 2024

Publisher Name : Springer, Cham

Print ISBN : 978-3-319-01669-6

Online ISBN : 978-3-319-01669-6

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switzerland tourism case study

Teaching and learning

Time period, geographical setting, featured company, featured protagonist.

  • Simon Bosshart (male), China Director for Switzerland Tourism

switzerland tourism case study

Term 1 — Chapter 6

Case study — tourism in switzerland, class 7 - around the world geography solutions.

Switzerland is called the 'Playground of Europe'. Similarly, some other countries of the world are also known by special names. Given below are special names of some countries. Rearrange the letters to find the names of these countries.

  • Land of Rising Sun (PJANA)
  • Land of Golden Fleece (LTUASAAIR)
  • The Gift of the Nile (PGETY)
  • Sugar Bowl of the World (BACU)
  • Land of the Incas (REUP)

Greece is a neighbouring country of Switzerland. True or False?

Corrected statement — Austria, Liechtenstein, France, Italy and Germany are neighbouring countries of Switzerland.

Name two rivers of Switzerland.

Two rivers of Switzerland are:

Switzerland has ............... official languages.

Switzerland has four official languages.

When should you visit Switzerland, if you are interested in skiing?

One should visit Switzerland between December and April, if interested in skiing.

Switzerland is famous for (watches/automobiles).

Switzerland is famous for watches.

Write two examples

Write two examples of each from Switzerland:

  • Tourist attractions
  • Mountains — The Alps and the Jura mountains
  • Lakes — Lake Geneva and Lake Lucerne
  • Peaks — Titlis and Matterhorn
  • Cities — Bern and Zurich
  • Tourist attractions — Swiss National park and Rhine Falls

Read the clues and write the names

Read the clues and write the names:

  • This country lies to the north of Switzerland.
  • Tourists visit this village to see the Matterhorn.
  • The Chapel Bridge is in this city.
  • The headquarters of many United Nations agencies are in this city.
  • The capital of Switzerland.

Give reasons for the following

Many people in Switzerland live in the countryside.

Many people who work in the cities like to live in the countryside to take advantage of cheaper land and better quality of life.

Tourism industry in Switzerland began to develop in the early nineteenth century.

Tourism industry in Switzerland began to develop in the early nineteenth century when the British mountaineers started to come here to climb the main peaks of the Alps Mountains. During this time the Thomas Cook and Lunn Travel companies also started to organize tourist holidays to Switzerland.

Answer these questions

What do you know about the climate of Switzerland?

The climate of Switzerland is moderate. The temperature drops to below freezing point mostly between December and March. July and August are the hottest months.

Write the names of five things that can be bought as souvenirs from Switzerland.

Five things that can be bought as souvenirs from Switzerland are:

  • Crystal items
  • Cuckoo clocks
  • Swiss army knives

What is Jungfraujoch? How can it be reached?

Jungfraujoch is a glacier in the Alps. It can be reached by train from Interlaken. The Jungfraujoch railway station is the highest railway station in Europe.

What is Chateau de Chillon? Where is it located?

Chateau de Chillon is an old castle which is one of the most visited historic building in Switzerland. It is located on the shore of Lake Geneva, near Montreux.

Name the National park of Switzerland. Write the names of three animals found there.

Swiss National park is the National park of Switzerland.

Three animals found here are:

  • Golden eagles


Effective Geography Class VII

Dolly e sequeria, beeta publications.

  • Representation of Geographical Features
  • Weather and Climate
  • Weathering and Soil Formation
  • Energy and Power Resources
  • Europe: Location and Physical Features

Tourism in Switzerland: A Case Study

  • Africa: Location and Physical Features
  • Cocoa Cultivation in Ghana: A Case Study
  • Australia: Location, Physical Features and Climate
  • Sheep Rearing in Australia: A Case Study
  • Antarctica: The Uninhabited Continent

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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