Swiss tourism is facing a tough winter. The reasons for this are very diverse. Most notably is the uncertain energy supply with significantly higher energy costs. Add to this the economic situation with the strong Swiss franc and high inflation in key European and American domestic markets.
As if that wasn’t enough: Climate change is causing the winter season to change or shorten.
Still, Switzerland Tourism (ST) is confident, as it was made clear at today’s press conference to present its winter campaign. The marketing organization expects a one percent increase in hotel overnight stays compared to last winter (2018/19) before Corona.
Estimates by Swiss Tourism show that the large number of returning foreign guests is responsible for the expected increase in the mountains. In concrete terms: Compared to last winter season, foreign guests from near and far should provide 18 percent more overnight stays, and thus tourism professionals should be in good spirits.
French and Germans in sight
ST Director Martin Nydegger (51): “The Swiss winter gives us confidence. Switzerland continues to love it. And the desire to travel among foreign guests really reawakened, despite the difficult conditions. If the weather cooperates, we can even surpass the last winter before the pandemic.”
It expects the most foreign guests from France and Germany.
To ensure this continues in the years to come, Switzerland Tourism is investing in a new campaign that primarily appeals to the younger generation, future guests from abroad.
Discounts for Generation Z
It should be brought to the slopes, and this – suitable for Gen Z – should be done as sustainably as possible. ST focuses on people arriving by train from European cities with its “board and slide” campaign. If you come by public transport and show your train ticket, you can benefit from discounted ski tickets in the Swiss mountains. Ski rental and Co. More discounts are promised.
Especially for young foreign guests: 20-30 percent discount on ski passes in a selected ski region (eg Engelberg, Arosa Lenzerheide, Andermatt), 10-30 percent discount on private and group lessons at selected Swiss ski schools, 10 percent discount Sports equipment from Swissrent about.
And the young Swiss? They come to the slopes from 25 francs. Swiss Tourism promises a train ticket and the first half-day ticket is included. The proposal for this is called «Snow25».
++Update follows++