Switzerland Tourism is set to enhance its trade partnerships with the UK travel industry, aiming for sustainable growth.
- A successful December marked the best year in over a decade for Swiss tourism from the UK, with significant increases in hotel stays.
- Key destinations like Geneva and Zurich saw a boost in business tourism, alongside growth in the Lake Lucerne area.
- Switzerland is focusing on promoting sustainable travel and supporting tour operators in the UK for targeted market growth.
- Panoramic train journeys and summer Alps attractions are increasingly popular with British travellers.
Switzerland Tourism has announced plans to strengthen its travel trade partnerships in the UK as part of its strategy to achieve sustainability goals. The commitment comes on the heels of an exceptionally successful December which saw double-digit growth in hotel overnight stays from the UK, making 2023 the most prosperous year for Swiss tourism from Britain in over ten years.
In 2023, the Swiss tourism sector recorded 1.7 million hotel overnights, concluding with a notably strong December. This represented a 2.8% increase compared to the pre-Covid period of 2019. Destinations such as Geneva and Zurich have benefitted from a resurgence in business tourism. Meanwhile, the Lake Lucerne region in central Switzerland experienced the highest growth among all Swiss holiday destinations.
The tourist board emphasises the ‘vital role’ agents will play in positioning Switzerland as an attractive autumn destination. According to Alex Herrmann, Director of Switzerland Tourism UK and Ireland, the organisation is focusing its marketing efforts on encouraging visitors to ‘travel better’. This involves highlighting specific regions and times of the year while integrating sustainability through their Swisstainable initiative.
Switzerland’s renowned panoramic trains are gaining traction among British holidaymakers, even during off-peak periods. Several UK tour operators have responded by introducing new tours, including rail journeys starting from London St Pancras via Paris to Switzerland. This reflects an increasing interest in summer travels to the Swiss Alps, as noted by the tourist board.
Herrmann added that Switzerland aims to attract more UK visitors during late summer and autumn, offering experiences such as lesser-known panoramic train routes and exploring beautiful yet less frequented Swiss cities and mountain regions.
Switzerland Tourism’s intensified efforts are set to strengthen its UK ties, promoting sustainable and diversified travel experiences.
