Daring bet? Swiss tourism relies on luxury – News

Switzerland focuses on the exclusive segment in tourism. Tourism researcher Jürg Stettler knows whether this has proven successful.

SRF News: An exclusive resort is planned in Wengen. And Switzerland Tourism will establish Switzerland as a luxury destination. Is Switzerland backing the right horse?

Jürg Stettler: Switzerland is a very expensive travel destination compared to other countries, but it is also a top travel destination. It is very attractive in terms of nature, landscape, culture and infrastructure. You are positioned in the top segment anyway, as long as Switzerland’s offering is tailored to the needs and expectations of this specific target group.

The premium segment is also growing: there are more and more very wealthy people around the world who want to travel. For most people, Switzerland is one of the travel destinations they would like to visit. It also corresponds to a global growth market that is being addressed. From a value creation perspective, these guests are interesting because they spend a lot of money.

Are you also confident that Switzerland can establish itself as a brand for exclusive holidays?

I can imagine that very well. It’s not just tourism that is positioned in the premium segment – other sectors too, that go hand in hand. The Swiss watch industry, for example, is also excellently positioned in the luxury segment. SMEs in the high-tech sector are also positioned in niches and differentiate themselves by being better, not cheaper. Switzerland only has one chance with the strategy of doing better than the others. This is logically what the guests expect.

Hotel room with crystal chandelier — Legend:

The “Sissi Suite” in the Hotel Beau-Rivage in Geneva.

KEYSTONE/Salvatore Di Nolfi

You’ve already said it: Switzerland has become increasingly expensive as a destination in recent years. Some Swiss abroad complain that they can no longer afford a trip to their home country. Is Switzerland scaring away “normal” guests?

You have to put it into perspective: the luxury segment is only
a
Part of the Swiss offer. 95 percent of the total offering is aimed at normal guests.

But yes, when compared, Switzerland is an expensive country overall. Regardless of whether the luxury segment is addressed more strongly or not. It is understandable that it is expensive for Swiss people living abroad to come to Switzerland. But that is a fundamental problem in Switzerland: the cost of living is high.

The interview was conducted by Sibilla Bondolfi.

Switzerland Tourism expects growing sales in the luxury segment and will therefore be more committed to luxury guests.

Instead of marketing the offers directly in the “particularly preferred markets” for luxury, such as the Gulf States, India, Brazil, Southeast Asia or the USA, as before, the public marketing organization will generally establish Switzerland as a luxury destination.

According to Switzerland Tourism, the first visible activities are not expected until the second semester of 2025 at the earliest, but probably not until 2026.

Switzerland Tourism focuses on luxury