Marketing Strategy
Total Page：16
File Type：pdf, Size：1020Kb
Strategy and planning. 2020 – 22 Full speed ahead for 2020. Martin Nydegger 4 CEO Switzerland Tourism Assignment 10 A strong brand calls for a strong strategy. Objectives However, such a strategy can only be effective if it is widely known and put into everyday 16 practice. Marketing strategy 22 Five tourism objectives and eight focus Markets areas provide guidance here. Each year, our 24 240-strong team inspires prospective holiday- Communication mix makers and corporate clients in 22 markets with over 3,600 marketing activities on behalf of 32 Switzerland. This takes time, money and a great Campaigns deal of energy. Like our guests, we turn to 46 Switzerland’s natural wonders to recharge our Product development batteries. 48 I need revitalisation. Organisation There are around 1,500 lakes where Let’s all absorb and share this energy! Let’s you can cool down in Switzerland. kick off the exciting journey into the future These range from the idyllic waters of 50 Lake Silvaplana to Lake Geneva, the of Swiss tourism. Controlling second-largest lake in Central Europe. Silvaplana, © Switzerland Tourism / Filip Zuan Silvaplana, © Switzerland Tourism Strategy and planning 2020 – 22 3 Assignment What does ST is a corporation under public law and is dedicated to Switzerland Tourism do? the following tasks on behalf of the Confederation: Any country, however beautiful, needs to be marketed and 1 2 3 promoted. That’s why Switzerland Tourism (ST) was tasked by the Swiss Confederation with promoting domestic and Basic role Role in promoting Advisory role ST has overall respon- cooperation ST proactively shares international tourism demand for Switzerland as a holiday, travel sibility for tourism ST encourages the the insights from and conference destination. marketing for Switzer- tourism industry to market research and land as a whole. a joint presence in the analysis with its market, and coordi- members. nates these efforts. 1 Vision Mission At present, tourism is thriving ST inspires a sustainable throughout Switzerland. Healthy interest in Switzerland as a margins are being achieved by holiday, travel and conference both flagship enterprises with destination, with the focus on international reach as well as attracting new visitors. smaller choice tourism providers, thus generating the capacity for new vitality and innovation. 2 Every franc invested by 93.7 ST in marketing generates 4 Philosophy Guiding Total ST budget 59.3 CHF 29 of tourism turnover. ST marketing The 2017 ST impact assessment ST strives to create a dynamic expenditure team spirit and is ready to principles verified by the University of embrace new and unconventional ST is a dynamic, internationally St. Gallen shows that ST has ideas. Entrepreneurial thinking successful marketing enterprise. 53.2 an influence on one in seven and action lead to a strongly ST demonstrates its confidence Federal funding overnight stays. This means that target-oriented attitude and by setting ambitious targets the desire for success with its professional every franc spent by ST on in tourism. partners. 9.8 marketing generates tourism Million influenced turnover of CHF 29. ST is thus overnight stays responsible for a total turnover of CHF 1.75 billion each year. 3 145 Proportion of ST focuses on the development and implementation operates in accordance with commercial criteria. which are federal 1,746 taxes and levies of effective marketing programmes and the estab- The 13-member Board of Directors is drawn from Turnover lishment of a strong Swiss tourism brand. ST works the fields of tourism, business and related profes- 248 hand in hand with the tourism industry, offering sional associations. ST is present in 22 markets Taxes and its over 700 members and 1,200 partners attractive worldwide, employing around 240 people. expenditure marketing platforms both domestically and abroad. Amounts in million CHF ST works with customers and markets in mind and Overnight stays and turnover calculation: ST Tax information: estimate by Rütter + Partner, extrapolation by ST Impact assessment model verified by the University of St. Gallen 4 Strategy and planning 2020 – 22 5 Environment Swiss Tourism at a glance. Behaviour patterns among guests in Switzerland Leisure tourists According to Tourism Monitor Switzerland (TMS)*, most visitors in Switzerland Tourism is a high priority in Switzerland, not least as a strong business are very happy with their stay in Switzerland. Here are a few more There are plenty of good sector. Accounting for 4.4 % of export sales, it is the fifth most important interesting statistics relating to visitors of our country: reasons for visiting Swit- sector in Switzerland. Approximately 260,000 people, or 5 % of the zerland. According to Tourism Monitor Switzer- country’s entire workforce, work in tourism. In mountain areas, even one land 2017, visitors coming in every four workers makes their living from tourism. One third of visitor are completely satisfied with their holiday to Switzerland on holiday spending goes to the tourism industry, while the remainder is shared 87% in Switzerland have the following expec- between other sectors. tations: are regular visitors 1. Mountains (60.5%) (> 5 visits to Switzerland) 67% 2. Nature (51.7%) Overnight stays 2018 are first-time visitors The volume of overnight stays in 2018 is 5. Basel: 1,374,739 16% to Switzerland 3. Panoramic views estimated at 104 million nights in total. (40.1%) 38.8 million of these were in hotels. The of visitors are aged between remainder is the estimated volume for 1. Zurich: 3,447,702 16 and 35 4. Relaxation (39.1%) supplementary non-hotel accommodation 4. Lucerne: 1,399,288 28% and second homes. The map shows the 5. Peace and quiet distribution of the 38.8 million hotel over- of visitors are best agers (34.0%) night stays. The size of the blue circles 28% (aged > 56) indicates that the highest concentration 6. Good accessibility of hotel overnight stays is to be found in (31.6%) of visitors travel with children the cities. Accounting for 42.8% of all hotel overnight stays, the Alpine regions 2. Geneva: 2,158,493 32% 7. Atmosphere (27.2%) still have the lion’s share. Next come the 3. Zermatt: 1,425,442 larger cities (30.2%) and smaller towns are high-spenders 8. Hospitality (25.2%) (18.3%), followed by rural areas (8.7%). 16% (> CHF 250 / day) Swiss Federal Statistical Office (FSO) 2018 9. Sporting activities (24.3%) are cost-conscious and would not have come if the trip were to cost 10 % more Breakdown of guests by country of origin 40% 10. Pleasant climate/ Domestic guests accounted for almost half of the 38.8 million hotel overnight stays in 2018. weather (22.9%) Around one third came from short-haul markets and the remainder from long-haul markets. 57% of visitors travel in summer** 1. Switzerland (44.9%) 13. Spain (1.3%) 23.5% 2. Germany (10.0%) 14. Korea (1.2%) are on a tour of Switzerland Long-haul markets 3. USA (5.8%) 15. Australia (1.0%) 25% 4. Greater China (4.5%) 16. Japan (1.0%) 17. Austria (1.0%) 5. GB (4.3%) * Tourism Monitor Switzerland is the most exten- 6. Benelux (3.4%) 18. Russia (0.9%) mainly use public transport while sive tourist survey in Switzerland and is conduct- 44.9% ed by ST every four years. Over 20,000 national 7. France (3.3%) 19. Canada (0.7%) in Switzerland Domestic 36% and international holiday tourists who stayed in 8. Gulf States (2.4%) 20. Brazil (0.6%) market the country overnight are surveyed. 9. Italy (2.4%) 21. Poland (0.5%) ** Statistics for hotel overnight stays 31.6% 10. India (2.1%) 22. Czech Republic (0.3%) of hotel overnight stays are generated by (Business + Leisure), FSO 2018 Others (5,7%) Short-haul markets 11. South-East Asia (1.5%) 19% business meetings*** *** Meetings Report, Switzerland Tourism 2016 12. Nordic countries FSO 2018 (1.3%) All other figures: TMS 2017 6 Strategy and planning 2020 – 22 7 Environment How is tourism developing? A glimpse of the future for Swiss tourism. International tourism has grown faster than expected in recent years. The number of worldwide arrivals reached 1.4 billion in 2018, two years earlier than originally forecast. The oncoming economic slowdown is ST closely monitors the economic, technological and social expected to reduce the upward trend somewhat over the next few years. developments that are of key importance for the future of Switzerland’s tourism industry. Tourism is a growth sector worldwide. In Europe, decrease in growth is expected in the burgeoning Markets Currency it is already nearing capacity limits in certain loca- long-haul markets, however, the trend looks likely to A slowdown in the global The key currencies are becom- tions, thus the term “overtourism”. Even though remain positive. Once again, a prudently balanced economy is likely because of ing more volatile. Experience global uncertainties. shows that overnight stays by climate change is becoming a hotly debated topic market mix will be crucial for Swiss tourism. visitors from the EU decline in Western Europe, international air traffic is at by approx. 1% if the Swiss franc an all-time high. However, there are storm clouds Switzerland’s main competitors rises by 1% against the euro. Economy ahead. Global uncertainties, such as the trade con- The strongest competitors are Austria, Italy, France flict between the USA and China, Brexit or the and Germany. Sea and beach holidays play a lesser Digitisation Instant gratification shrinking German economy are leading towards a role in a competitive context. Even Switzerland’s The importance and com- Digital services raise expecta- global economic slowdown. A recession in a num- cities find themselves competing with the Alpine plexity of digitisation are tions that everything can be ob- ber of key countries looks likely.