Switzerland Tourism is the national marketing organization for the promotion of Switzerland as a leisure, congress and travel destination. It operates in 35 markets with a total of 180 employees. The headquarters are based in Zurich. In its national and international operations Switzerland Tourism focuses on the needs of visitors. The promotion of a customized, high-quality Switzerland offering is oriented on the strategic position called “Nature experience Switzerland”. Dynamism, transparency and active participation are key components of the corporate philosophy “leadership through quality”.
Facts & Figures:
The Gulf Countries (GCC = Saudi Arabia, Kuwait, United Arab Emirates, Qatar, Oman, Bahrain) report yearly a quarter million overnights in Switzerland. About 50,000 GCC residents visit Switzerland every year. With daily average expenditures of CHF 450 per person, GCC takes the first rank together with India, China, Brazil and Japan in this category. GCC counts for 1.45% of the total of foreign visitors to Switzerland. This corresponds to the 13th best source market, after all major European countries, USA and Japan. GCC ranks just behind Russia and China, and right before India. Guests from GCC travel mostly to Geneva (40%), Lausanne-Montreux (15%) and Zurich (15%). Further frequented destinations are Basel, Interlaken, Lucerne, Lugano as well as the mountain resorts of Crans-Montana, Zermatt and St. Moritz.
The overnights carried out by hosts of the GCC have increased in Switzerland: from 148,600 in 1999 to 248,700 in 2003. In 2005 the total overnights were 252,200; during the summer months June to September 2005 Switzerland has registered an increase of about 35%. Overnights spend in apartment rentals (about 50,000) are not accounted in these numbers. In February 2006 the number of overnights has increased by 54.1% compared to 2005. The total Jan-Feb 2006 was reported with an increase of 12.4%.
YEAR OVERNIGHTS YEAR OVERNIGHTS
1999 148‘600 2003 248‘700
2000 189‘700 2004 240‘000 *
2001 217‘100 2005 252’200
2002 288‘900 2006 275’000 *
* Estimates of Switzerland Tourism.
Advantages of the destination “Switzerland”:
A great part of the population of the GCC is very young. Many are the teenagers who dream to come to be educated in our country, for example in the hotel schools. In addition, the rate of exchange between the currencies of these countries and Switzerland are currently very favorable, which constitutes an asset for all the offers related to holiday camps (young people), to wellbeing and health, particularly required by the public of the GCC. With a total of 25,000 overnights (hotels and apartment rentals), Crans-Montana is the most appreciated mountain resort for tourists coming from the GCC. Geneva, followed by Montreux is placed at the head of their favorite destinations to Switzerland.
Packages & Events 2006:
Switzerland Tourism proposes 2006 a wide range of offers, including packages for Families with point of attractions, Wellness, Mountains©, Golf and Winter. Education and Health care are permanent assets of the destination Switzerland. The Swiss Travel System remains the most efficient and unique train/bus/boat network in the world. The comprehensive itineraries suggest sightseeing points, historical landmarks, trendy and quality hotels.
The Montreux Jazz Festival (July), the Fêtes de Genève (August), the traditional Unspunnen Festival in Interlaken (September), the 100 Years of Postalbus service in Switzerland (May-October), the International Film Festival in Locarno (August), the Golf & Symphony Festival in St. Moritz (August-September) and the “Live it, Love it” Summer events in Zurich (May-October) are few of the prominent appointments for the Summer 2006 in Switzerland.
The six universes of the promotion campaign:
To proof that Switzerland affirms itself rightly like the most exceptional country for alpine and most authentic holidays, Switzerland Tourism has developed this year a campaign according to six universes, which invite to dream, to travel, to find resources, to be astonished, to move and to be moved. In other words, the feeling of: “get natural”. The six universes are inspired by the diversity of the offers and the experiences which the visitor can find only in Switzerland. Indeed, which place invites more to the daydream than a site located near the soft murmur of the torrents and the wind which blows between the fir trees? How can one discover the eternal snow without a journey with the legendary Glacier Express train or one of the spectacular rides on a yellow Postal bus which celebrates this year its 100th anniversary? Which greater happiness can be, than to take its meal along in a back-pack and be resourced in a place with a breathtaking panorama? With which occasion the children will be astonished more when they attend the spectacle of the Festival of Unspunnen which, after 12 years of absence, will again be celebrated from the 1st to the 3rd of September in Interlaken? Is there a better feeling than to move around in Switzerland by swallowing kilometers with rollerblades or a bicycle in a preserved and always spectacular nature? And, finally, when a farmer proposes to you to milk a goat, how not to be moved and to be able to be so close of an authentic nature? These are all feelings that one can test when spending time in Switzerland.
One specificity of Switzerland is: “stay in the city, visit the mountains” or vice-versa. This is a unique experience only available in a country where distances are a beautiful part of the journey!
Arabian Travel Mart, Dubai 2006:
For 8 years in a row Switzerland Tourism is present at Arabian Travel Mart. The presence has two major priorities:
(1) The stand of Switzerland Tourism is a platform for key destinations (Geneva, Montreux-Vevey, Zurich, Interlaken, Lugano, Zermatt and St. Moritz), hotels and others services of Switzerland to exhibit and to interact with the trade, media and consumers under the same roof. In 2006 new exhibitors are attending, such as attractions park (Swissminiatur – Lugano), Real Estate & Apartment Rentals (Agence Barras – Crans Montana, Rey Residences - Geneva, Villa Sassa Residences - Lugano, Aparthotel Helvetia – Crans Montana). Among the hotels, new for 2006 are: Hotel Victoria Jungfrau – Interlaken, Hotel Palace – Lucerne, Hotel Eden au Lac – Zurich, Suvretta House – St. Moritz, Villa Principe Leopoldo – Lugano. The well known hotels of Geneva Bristol, Warwick, Crown Plaza, Intercontinental, Mandarin Oriental Hotel du Rhône and Hotel Beau Rivage Palace in Lausanne as well as InterContinental in Zurich and Lindners Hotels in Interlaken. Last but not least among the Swiss exhibitors we count Swiss Travel System, Schilthorn Cableways, Clinic Biotonus, Geneva Airport and the strategic partner Swiss International Air lines.
(2) The ATM is the most important appointment in the Gulf to meet business partners from the different GCC countries. Particular attention is given to our partners from Kingdom of Saudi Arabia and Kuwait, the two most important markets for Switzerland. This annual appointment serves as well to reconduct business with the airlines targeting the gateways of Geneva and Zurich beyond our national carrier SWISS.
The active participation of Switzerland Tourism and partners at the Arabian Travel Mart is part of the marketing and promotion duties of the destination. Further activities with the Chambers of Commerce and Industry in Saudi Arabia and with Women Business Communities allow Switzerland Tourism to reach and to target different customers.
Further information:
For more information about Switzerland please visit www.MySwitzerland.com or contact Switzerland Tourism, Mr. Tawfik Melli, Market Manager GCC at +971 4 294 5110, e-mail: [email protected] or Federico Sommaruga, Director GCC at e-mail: [email protected]
