Martin Nydegger, Chief Executive Officer of Switzerland Tourism: "Swisstainable" Travel

By the conclusion of 2022, Switzerland's tourism has nearly returned to its pre-pandemic levels and is poised to surpass 2019 records in 2023.

Martin Nydegger, CEO of Switzerland Tourism

Greetings, Martin, What are three key insights you wish our readers to acquire regarding Switzerland Tourism?

Switzerland is a perennial destination. Each season provides a distinct travel experience and merits exploration.

Switzerland provides an exceptional public transportation system that facilitates convenient travel around the country. The most advantageous aspect of this is that trains, buses, boats, and cable cars provide access to both renowned attractions and obscure hidden gems.

Switzerland, as a premier travel destination, provides exceptional value with affordable public transportation costs and numerous all-inclusive packages at various locations.

It has been five years since you assumed the role of CEO of Switzerland Tourism; how has the experience been to date?

Upon my initiation, we were experiencing a significant surge in visitors from Asia. The period was exhilarating, marked by the challenge of preparing new offerings for distinct groups of guests. The global pandemic ensued, and we promptly realized that the broad portfolio of source markets we had previously developed would assist us in navigating the crisis. Emerging from this situation, we are addressing the evolving tastes of our guests, particularly sustainable travel, which presents significant opportunities for Switzerland. My initial five years have been tumultuous, characterized by both challenges and achievements, and I anticipate extending this exhilarating journey.

The pandemic has negatively impacted the tourism sector, resulting in a revenue loss over US$935 billion. How has the Swiss tourism business fared during this challenging period?

The varied portfolio of source markets was essential for Swiss tourism during this period. Despite the closure of all borders, we could still depend on the robust foundation of Swiss travel within their own nation. Switzerland, recognized for its safety and cleanliness, swiftly earned the trust of early European travelers. By the conclusion of 2022, Switzerland's tourism had nearly returned to its pre-pandemic levels, with the primary absence of Asian visitors. We are pleased to observe that travelers from Southeast Asia have rapidly increased, reaching up to 85 percent of 2019 levels, with the potential to match or exceed 2019 figures in 2023.

What travel patterns have you noted during this extraordinary period?

It is crucial to note that Switzerland encounters no issues with its proposal. As a tourism destination, it has consistently been and will be a coveted aspiration for travelers. We were pleased to discover that the passion for travel is unrestrained. Once borders are reopened, individuals resume traveling. This is significantly more robust than previously, as they have considerable ground to cover. Nonetheless, tourism has evolved: travelers are visiting less often, yet prolonging their stays, and favoring a single country. An increasing number of tourists are seeking sustainable travel options, presenting a significant opportunity for Switzerland, which boasts a robust sustainable offering.

What lessons were derived from this pandemic period, and how did it transform Switzerland Tourism's strategy for marketing travel while maintaining visibility for prospective travelers?

Switzerland's tourism maintained prominence across all source markets, ensuring exposure and nurturing partnerships. This enabled us to remain prominent in the minds of our partners and prospective tourists to our nation. Moreover, demonstrating solidarity and empathy contributed to enhancing the favorable Swiss reputation. Our response to emerging travel modalities (workation, small groups, extended stays, sustainable travel) has not been to "create" new offerings but rather to emphasize the pre-existing qualities of Switzerland and highlight them prominently.

According to the statistics you provided, the Southeast Asian market is rebounding far more rapidly than other major markets. What are your strategies for this region?

This year, we have extended our presence with one full-time employee in Bangkok and the establishment of a representation in Manila. This enables us to strengthen our relationships with partners and prospective guests, enhancing our comprehension of their needs. In the coming months, we aim to consolidate progress in the SEA markets by establishing Switzerland as a versatile, year-round destination, appealing to families, outdoor sports aficionados, culinary enthusiasts, and winter sports lovers.

Due to its diverse economic growth, Southeast Asia's luxury market is significantly fragmented. In what manner does Switzerland accommodate these varied groups of travelers?

In each SEA market, we collaborate with a network of travel agents, media, and communities that possess a profound understanding of their clients and followers. These collaborations ensure that we are endorsing the appropriate products to the suitable audience.

In addition to touring, Switzerland has gained popularity among couples for wedding photography and honeymoons. What are your thoughts on destination weddings?

Photo: Love And Ventures

Destination weddings represent a specialized market, although an appealing one. On one hand, it pertains to the most extraordinary period of one’s existence — and what more suitable location to commemorate this than in one of the globe’s most remarkable nations!

Secondly, due to the rising popularity of Destination Weddings, we are pleased that Switzerland is a highly coveted locale for this type of vacation. Switzerland presents numerous high-end, Instagram-worthy venues, complemented by efficient, premium service providers.

Switzerland Tourism has initiated the "Swisstainable" program. Could you elaborate on this project and explain the organization's rationale for adopting this new direction?

“Swisstainable” is a fusion of “sustainable” and “Switzerland,” representing a program initiated in collaboration with the whole Swiss tourism sector. Numerous sustainability programs and designations exist, making it challenging for travelers to discern the significance of each program. Consequently, every participant, whether a destination, a mountain cable car, or a hotel, involved in any sustainability initiative can become part of the Swisstainable movement. Based on the level of his program, he will be classified as a member of Swisstainable Level 1 (committed), Level 2 (engaged), or Level 3 (leading). To reinforce this, we are globally marketing all Swisstainable offerings and ensuring that Switzerland is recognized as one of the world's most sustainable locations.

What are your strategic objectives for Switzerland Tourism over the next five years?

We will concentrate significantly on sustainable travel. In this manner, we will equilibrate our market composition, with about fifty percent of our patrons being local travelers and approximately twenty percent of all visitors originating from long-haul markets, particularly highlighting the Southeast Asian countries as a dynamic and more significant region. We will ensure that travelers extend their stay in Switzerland and utilize our excellent public transportation system. In summary, we will seize the numerous opportunities before us and ensure that Switzerland remains one of the most sought-after tourism destinations worldwide.