About

Summary

This study was commissioned by the Swiss Ministry of Labour and the United Nations World Tourism Organization (UNWTO) to undertake an assessment of the Swiss tourism product, the key source markets, and competing destinations in Europe.

The overall aim was to Identify the products that Switzerland can compete against other destinations with effectively, and also identify those markets that are attracted to them.  Based on these, the study developed a marketing strategy for the country, making clear, implementable recommendations for the short, medium and long term, to attract the identified markets to the country.

Our Approach

The study was undertaken through consultations and field visits across Switzerland.  We also undertook tour operator and travel consumer surveys to understand trade and tourist perceptions of Switzerland.  An assessment of 15 competing destinations was also made, comparing visitor numbers and expenditures, products, access to key markets, and tour operator coverage.

Outcome

The research identified three key strengths of Switzerland around which a sustainable marketing strategy was developed, aimed at increasing visitor numbers and expenditure in the country over three, five and ten year periods.