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Switzerland Tourism & 
Swiss Tourism. 
Introduction for students at HTW Chur – 13 October 2014
Programme. 
§ 08.45 Intro ST & Swiss Tourism 
§ 09.30 Split group / Transfer to A2.02 
§ 09.40 Interactive „Speed-Prici...
Programme. 
§ 13.45 Intro ST & Swiss Tourism 
§ 14.30 Split group / Transfer to A2.02 
§ 14.40 Interactive „Speed-Prici...
Tourism.
Tourism – key figures (I). 
§ Overnight stays 69.3 million1) 
Hotels 35.6 million2) 
Supplementary accommodation 33.7 mil...
Tourism – key figures (II). 
§ GDP 4%1) ≙ CHF 22 billion 
§ Export share of tourism 4.8%2) ≙ CHF 15 billion 
§ Tourism ...
Tourism means emotions. 
§ Tourism is not a transaction. 
§ Trigger, foster and create emotions. 
§ Tourism as a dream ...
Switzerland Tourism.
Task. 
§ Mission of Swiss government: „Develop Switzerland as a 
holiday-, travel- & congress destination“. 
§ Worldwide...
Impact measurement 2013. 
§ 33.6 million distributed brochures 
§ 71’780 MySwitzerland visitors/day 
§ 2045 Participant...
Visitor source markets 2013 
in hotels. 
Germany 
13% 
UK 
4% 
USA/Canada 
5% 
France 
4% 
Italy 
3% The Netherlands 
2% 
...
Switzerland needs Switzerland. 
§ Home market bonus is passé. 
§ ST needs to play a central role in accessing the home 
...
Strategy. 
Product Interest Desire Offer Close Loyalty 
Product 
development 
Enjoy 
Switzerland 
Q 
Theme-setting 
Hotel ...
Markets.
International ST network 2013.
Priority markets 2013. 
§ Germany, France, Italy, Netherlands, Switzerland, 
UK/Ireland, USA 
§ Share of total overnight...
Active markets 2013. 
§ Australia, Belgium/Luxemburg, Japan, Canada, Korea, 
Nordic countries, Austria/Hungary, Czech Rep...
Strategic growth markets 2013. 
§ Brasil, China, Gulf States, India, Poland, Russia 
§ Share of total overnights 8.5% 
§...
Development markets 2013. 
§ Israel 
§ Share of total overnights 0.5% 
§ Share of total budget 0.5%
Marketing.
Product portfolio. 
Summer Winter Cities Meetings Theme products 
Interest groups 
Quality commitment 
(Q, hotel rating, c...
Marketing model. 
Tour 
operators 
KAM KMM 
Theme products 
Display 
advertising 
Email and social 
media marketing 
Conte...
Cooperation. 
2012 
§ Members 696* 
§ Participating partners 908** 
§ Web-cooperations 68 
2013 
695* 
993** 
68 
§ Ma...
Marketing results – KPIs. 
(measurement four-wheel drive) 
2012 
eMarketing 
§ Web visitors/year* 26.39 million** 
Promot...
Marketing results – KPIs. 
(measurement four-wheel drive) 
2012 
Tour operators (KAM) 
§ Influenced overnights stays with...
Winter.
Winter 2013/2014. 
§ Budget CHF 18.4 million 
§ Markets worldwide 
§ Participants ST media trips 640 
§ Media contacts...
Summer.
Summer 2013. 
§ Budget CHF 36.8 million 
§ Markets worldwide 
§ Participants ST media trips 896 
§ Media contacts 3.9 ...
Swiss Cities.
Swiss Cities 2013. 
§ Budget CHF 8.5 million 
§ Markets BE, CH, DE, 
ES, FR, IT, RU, 
UK, US (incl. CA) 
§ Participants...
Meetings.
Meetings 2013. 
§ Budget CHF 6.5 million 
§ Number of quotation requests 1388 
§ Meetings, events & conferences 714 
§...
Hotel products.
Brand Positioning.
Swiss hotel sector 
Israel 
get natural. 
Positioning of the holiday destination Switzerland. 
Nature Authenticity 
The Sw...
eMarketing.
MySwitzerland.com facts 2013. 
1. Visitors 26.23 million 
2. Ø visitors/day 71’900 
3. Top 3 search items Zermatt, Interla...
Our 5 eMarketing tools. 
Marketing 
10% 
3.4 PI/visit 
5:22 min. 
Display 
Advertising 
3% 
1.7 PI/visit 
2:10 min. 
MySwi...
30,000,000! 
25,000,000! 
20,000,000! 
15,000,000! 
10,000,000! 
5,000,000! 
0! 
2002! 
2003! 
2004! 
2005! 
2006! 
2007! ...
Quality.
Enjoy Switzerland. 
Product Development in Swiss Tourism
A good product is the 
best marketing.
What does Enjoy Switzerland 
offer? 
§ Centre of competence for innovative product design in 
Swiss Tourism 
§ Internati...
Partners. 
Who can take part in the Enjoy programme? 
a. Destinations 
b. Interest groupings/alliances (combining several ...
Project. 
"It's not the customers' job to know which product 
they want." 
Steve Jobs, 1955-2011. 
§ Enjoy Switzerland co...
Testimonials. 
"It was through Enjoy Switzerland 
that our 'AlpKultur' brand and 
positioning were developed. Lenk- 
Simme...
Sustainability.
Green is chic. 
§ Sustainability is turning into lifestyle 
§ Experiencing nature without sacrifice is in demand 
§ LOH...
We actively practice “get natural.” 
§ Nature travel / Outdoor. Swiss made. 
§ Swiss Parks 
§ Typically Swiss Hotels 
§...
Eco-friendly Switzerland. 
§ Yale University assesses a list of nations every 2 years 
by means of the Environmental Perf...
Swiss Travel System.
This is Swiss Travel System (I). 
§ Swiss Pass – All in One Ticket: 26,000 kilometers 
limitless by rail, bus and ship. 
...
This is Swiss Travel System (II). 
§ Many other bonus benefits (discount off tours and 
excursions, hotels etc.). 
§ Chi...
Strategic Premium Partners.
Switzerland. Powered by regions. 
MySwitzerland.com
Thank you.
Switzerland Tourism Presentation 13.10.2014
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Switzerland Tourism Presentation 13.10.2014

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HTW Chur Tourism Block Days 2014
Monika Knöpfel and Tiziano Pelli 13.10.2014 in Chur

Thanks to Switzerland Tourism

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Switzerland Tourism Presentation 13.10.2014

  1. 1. Switzerland Tourism & Swiss Tourism. Introduction for students at HTW Chur – 13 October 2014
  2. 2. Programme. § 08.45 Intro ST & Swiss Tourism § 09.30 Split group / Transfer to A2.02 § 09.40 Interactive „Speed-Pricing“ Workshop § 11.00 Break / Transfer to Aula § 11.20 Q&A, Feedback § 11.45 End of programme
  3. 3. Programme. § 13.45 Intro ST & Swiss Tourism § 14.30 Split group / Transfer to A2.02 § 14.40 Interactive „Speed-Pricing“ Workshop § 16.00 Break / Transfer to Aula § 16.20 Q&A, Feedback § 16.45 End of programme
  4. 4. Tourism.
  5. 5. Tourism – key figures (I). § Overnight stays 69.3 million1) Hotels 35.6 million2) Supplementary accommodation 33.7 million1) § Tourism turnover CHF 28.5 billion3) of which domestic tourism CHF 16.0 billion3) 1) ST estimate (based on accommodation statistics (FSO) 2013 and supplementary accommodation statistics 2003 (FSO)) 2) Accommodation statistics (FSO) 2013 3) ST estimate (based on Tourism Satellite Account (FSO) and annual indicators for the Tourism Satellite Account)
  6. 6. Tourism – key figures (II). § GDP 4%1) ≙ CHF 22 billion § Export share of tourism 4.8%2) ≙ CHF 15 billion § Tourism as top exporting industry Rank 42, 3) § Employed in tourism 175’0004) 1) ≙ Direct and indirect value added of tourism. ST estimate (direct value added: TSA (FSO); indirect value added: ST estimate) 2) National Accounts (FSO) 2012 3) Rank 1: Chemical industry: CHF 80.9 billion; Rank 2: Metal and machine industry: CHF 60.0 billion; Rank 3: Watchmaking industry: CHF 21.8 billion; Rank 4: Tourism: CHF 15.6 billion) 2013 4) ST estimate (based on annual TSA indicators for the Tourism Satellite Account (FSO) and Employment Statistics (BESTA) (FSO))
  7. 7. Tourism means emotions. § Tourism is not a transaction. § Trigger, foster and create emotions. § Tourism as a dream factory.
  8. 8. Switzerland Tourism.
  9. 9. Task. § Mission of Swiss government: „Develop Switzerland as a holiday-, travel- & congress destination“. § Worldwide marketing for the destination Switzerland. § Financed by the Swiss government, tourism- & corporate partners.
  10. 10. Impact measurement 2013. § 33.6 million distributed brochures § 71’780 MySwitzerland visitors/day § 2045 Participants at media trips § 141 TV-crews § 1.9 million App downloads § 16.7% influenced overnight stays by ST* *impact measurement 2010
  11. 11. Visitor source markets 2013 in hotels. Germany 13% UK 4% USA/Canada 5% France 4% Italy 3% The Netherlands 2% Belgium 2% China Russia 3% 2% Gulf states Japan 2% 1% Switzerland 44% Rest 15% Source: Accommodation statistics (FSO).
  12. 12. Switzerland needs Switzerland. § Home market bonus is passé. § ST needs to play a central role in accessing the home market in the long-term. § In 2013, 44.3% or CHF 16 billion of a total income of CHF 36.1 billion were generated by domestic tourism.
  13. 13. Strategy. Product Interest Desire Offer Close Loyalty Product development Enjoy Switzerland Q Theme-setting Hotel groups Ratings Market research Service provider Sales partner Promotion. TV spots/ Trade shows advertisements/ flyer/ print supplements/ events Key media management. Media work/ media events eMarketing. Banners/ campaigns Media conferences MySwitzerland/eBrochures/ tablets/apps/social media/ search engine optimisation Key account management. Brochures/ Contact centre Offer flyer/ Contact centre Reader trips eOffers/ eNewsletters Tour operators Sales intermediaries Meeting planners Attention
  14. 14. Markets.
  15. 15. International ST network 2013.
  16. 16. Priority markets 2013. § Germany, France, Italy, Netherlands, Switzerland, UK/Ireland, USA § Share of total overnights 75.2% § Share of total budget 61.1% § 1 mio+ overnights/year in hotels
  17. 17. Active markets 2013. § Australia, Belgium/Luxemburg, Japan, Canada, Korea, Nordic countries, Austria/Hungary, Czech Republic, Spain, Southeast Asia § Share of total overnights 11.0% § Share of total budget 15.6%
  18. 18. Strategic growth markets 2013. § Brasil, China, Gulf States, India, Poland, Russia § Share of total overnights 8.5% § Share of total budget 22.1% § Potential: 500’000 overnights
  19. 19. Development markets 2013. § Israel § Share of total overnights 0.5% § Share of total budget 0.5%
  20. 20. Marketing.
  21. 21. Product portfolio. Summer Winter Cities Meetings Theme products Interest groups Quality commitment (Q, hotel rating, classification) Sustainable travel across the country (public transport) Wellness Hotels Kids- Hotels Swiss Historic Hotels Design & Lifestyle Hotels Typically Swiss Hotels Swiss Deluxe Hotels Non-hotel accommo-dation Inspiring Meeting Hotels
  22. 22. Marketing model. Tour operators KAM KMM Theme products Display advertising Email and social media marketing Content distribution Search engine marketing Search engine optimisation Print TV Radio Internet Key Account Management Key Media Management Travel agency Clubs/ associations Companies eMarketing Visitor Promotion mix Events – Advertising – Brochures – Internet – Promotion – Direct marketing – Call Centres Cities Meetings Summer Winter Hotel products and non-hotel sector Meeting planners
  23. 23. Cooperation. 2012 § Members 696* § Participating partners 908** § Web-cooperations 68 2013 695* 993** 68 § Marketing revenue partners CHF 24.79 million § Income strategic partners 9.6 million 27.22 million 9.0 million * An updated list of all members is available on www.stnet.ch/members ** incl. hotel cooperation and STM
  24. 24. Marketing results – KPIs. (measurement four-wheel drive) 2012 eMarketing § Web visitors/year* 26.39 million** Promotion § Advertising and marketing contacts 4.93 billion § Distributed brochures 34.53 million § Customer responses 2.43 million 2013 26.23 million** 5.90 billion 34.13 million 3.37 million * certified WEMF ** incl. impuls programme (until April 2013)
  25. 25. Marketing results – KPIs. (measurement four-wheel drive) 2012 Tour operators (KAM) § Influenced overnights stays with KAM Tourism turnover in CHF* 4.27 million 1.08 billion Key Media Management (KMM) § Media contacts § Media articles influenced § Participants on media trips § TV-crews § Media conferences 10.53 billion 12’776 1988 120 87 2013 4.61 million 1.20 billion 10.28 billion 13’790 2045 141 93 * Influenced overnight stays with KAM, multiplied by the daily expenses per country
  26. 26. Winter.
  27. 27. Winter 2013/2014. § Budget CHF 18.4 million § Markets worldwide § Participants ST media trips 640 § Media contacts 3.3 billion § Distributed brochures 19.0 million § Web visitors* 13.2 million § Influenced overnight stays with KAM 1.3 million * incl. content city campaign
  28. 28. Summer.
  29. 29. Summer 2013. § Budget CHF 36.8 million § Markets worldwide § Participants ST media trips 896 § Media contacts 3.9 billion § Distributed brochures 23 million § Web visitors* 13.0 million § Influenced overnights with KAM 2.9 million * incl. content city campaign
  30. 30. Swiss Cities.
  31. 31. Swiss Cities 2013. § Budget CHF 8.5 million § Markets BE, CH, DE, ES, FR, IT, RU, UK, US (incl. CA) § Participants ST media trips 332 § Media conferences 26 § Media contacts 2.13 billion § Distributed brochures 5.9 million
  32. 32. Meetings.
  33. 33. Meetings 2013. § Budget CHF 6.5 million § Number of quotation requests 1388 § Meetings, events & conferences 714 § Influenced overnight stays 167’830 § Tourism turnover CHF 56 million
  34. 34. Hotel products.
  35. 35. Brand Positioning.
  36. 36. Swiss hotel sector Israel get natural. Positioning of the holiday destination Switzerland. Nature Authenticity The Swiss experience 3 slogan: “get natural.” ST holds two trump cards. In addition to a variety of sublime natural landscapes – the main draw for most of our visitors – Switzerland offers an exceptional first-hand experience of authentic, living tradition. This combination is highlighted by ST’s slogan “get natural.” – a promise, as well as an invitation. In this way Switzerland sets itself apart from the competition, emphasising above all the experience it offers.
  37. 37. eMarketing.
  38. 38. MySwitzerland.com facts 2013. 1. Visitors 26.23 million 2. Ø visitors/day 71’900 3. Top 3 search items Zermatt, Interlaken, Zurich 4. Top 3 markets Switzerland, Germany, Italy 5. N ewsletter subscriber 685’000 6. Downloads mobile Apps 1.91 million 7. Languages 15 8. Partner websites 68 9. eCRM partners 27
  39. 39. Our 5 eMarketing tools. Marketing 10% 3.4 PI/visit 5:22 min. Display Advertising 3% 1.7 PI/visit 2:10 min. MySwitzerland.com Search Engine Optimisation 49% 3.0 PI/visit 4:44 min. Search Engine eMail & Social Media Marketing 3% 3.2 PI/visit 5:00 min. Content 26.2 mio. visits, 80.3 mio. page impressions (PI), 4:53 min/visit, 3.1 PI/visit Distribution 16% 2.9 PI/visit 04:35 min. Source: Netmetrix / WEMF / Google Analytics, Difference: direct entry MySwitzerland.com
  40. 40. 30,000,000! 25,000,000! 20,000,000! 15,000,000! 10,000,000! 5,000,000! 0! 2002! 2003! 2004! 2005! 2006! 2007! 2008! 2009! 2010! 2012! 2013! 2011! Visitors’ development MySwitzerland.com.
  41. 41. Quality.
  42. 42. Enjoy Switzerland. Product Development in Swiss Tourism
  43. 43. A good product is the best marketing.
  44. 44. What does Enjoy Switzerland offer? § Centre of competence for innovative product design in Swiss Tourism § International experience of markets and marketing § Versatile "backpack" of methods § Knowledge exchange and networking
  45. 45. Partners. Who can take part in the Enjoy programme? a. Destinations b. Interest groupings/alliances (combining several providers of tourism services) c. Organisations related to tourism (e.g. UNESCO sites, nature parks, etc.)
  46. 46. Project. "It's not the customers' job to know which product they want." Steve Jobs, 1955-2011. § Enjoy Switzerland coaches destinations that already have specific ideas about a project related to product development.
  47. 47. Testimonials. "It was through Enjoy Switzerland that our 'AlpKultur' brand and positioning were developed. Lenk- Simmental Tourism attained the milestone for this in 2011." Albert Krucker, Director of Lenk-Simmental Tourism
  48. 48. Sustainability.
  49. 49. Green is chic. § Sustainability is turning into lifestyle § Experiencing nature without sacrifice is in demand § LOHAS: Lifestyle of Health and Sustainability § LOVOS: Lifestyle of Voluntary Simplicity § The new yearning for nature (Neo-Nature*) § Neo-Nature is a lifestyle, not a consumer trend. § Close to nature in comfort is the new vacation paradigm. § Enjoying food without regret (from organic burgers to regional haute cuisine). * Study “Neo-Nature, Der grosse Sehnsuchtsmarkt Natur”, Zukunftsinstitut 2008
  50. 50. We actively practice “get natural.” § Nature travel / Outdoor. Swiss made. § Swiss Parks § Typically Swiss Hotels § SwitzerlandMobility § Agrotourism and Agritourism § Enjoy Swiss Mountain Aid
  51. 51. Eco-friendly Switzerland. § Yale University assesses a list of nations every 2 years by means of the Environmental Performance Index (EPI), based on environment, air pollution, water quality, and climate change. Ranking for Switzerland: 2008: 1 / 2010: 2 / 2012: 1. § In the international Mercer quality of living study 2012, 3 Swiss cities rank among the first 10 (Zurich, Geneva, Berne). § In the 2011 & 2013 Global Tourism Competitiveness Report by the World Economic Forum (WEF), Switzerland ranks number 1.
  52. 52. Swiss Travel System.
  53. 53. This is Swiss Travel System (I). § Swiss Pass – All in One Ticket: 26,000 kilometers limitless by rail, bus and ship. § Panoramic trains (Glacier Express, Bernina Express, GoldenPass Line, Wilhelm Tell Express). § Free travel on public transport in 75 towns and cities as well as free admission to more than 470 museums. § 50% discount off most mountain railways.
  54. 54. This is Swiss Travel System (II). § Many other bonus benefits (discount off tours and excursions, hotels etc.). § Children under age 16 travel free of charge when accompanied by at least one parent holding a Swiss Family Card. § Travel carefree thanks to luggage transport.
  55. 55. Strategic Premium Partners.
  56. 56. Switzerland. Powered by regions. MySwitzerland.com
  57. 57. Thank you.

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