Strategy and planning.

2020 – 22 Full speed ahead for 2020.

Martin Nydegger 4 CEO 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 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. The Swiss econ- regions because visitors are not looking for major increasing rapidly, challeng- tained immediately. Decisions omy and currency may also suffer as a result. If the cities, but instead want easily accessible boutique ing providers to adapt related to travel are becoming franc strengthens against the euro as predicted, towns as a base from which to explore nature. their services to the latest more spontaneous and the

Technology technological standards. demand for greater conveni- Switzerland will become more expensive for tourists ence is increasing rapidly. from the EU area, which will have a negative impact on demand. Against this backdrop, the expected Health Experience Urbanisation rise in overnight stays from the short-haul markets Enjoying ageing by staying Exclusive experiences More and more people are of the past two years is unlikely to continue. A slight fit, healthy and looking and accompanying stories living in cities. For this rea- good. A health-conscious are taking on a central son, there is an ever greater approach to eating and role in travel. yearning for nature and a

living is replacing hedonism pristine environment. Society Development of the markets as a lifestyle. Development of hotel overnight stays including outlook (in millions)

Outlook 20000000 High-volume Battle for attention 17.4 business The over-abundance of infor- 18000000Millions 18 Domestic market Global giants benefit from mation leads to an attention 1600000016 economies of scale and deficit. It is getting harder and more costly to draw attention. 1400000014 threaten to drive out smaller 12.3 Short-haul markets boutique enterprises. 1200000012 Long-haul markets Competition 1000000010 9.1 8000000 8 Overtourism Sustainability Hotel overnight stays 2000–2018: 6000000 6 (FSO) The selective concentration Responsible tourism and of visitors in individual hot- reasonably moderated 4000000 4 Outlook: ST’s estimate, based spots has sparked debate in mobility and consumption on FSO, Oxford Economics and 2000000 2 the Swiss Economic Research political circles and in the are a trend. 0 Institute (KOF) population at large. 2000 01 02 03 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 Environment Year

8 Strategy and planning 2020 – 22 9 Objectives Tourism objectives.

Aiming to achieve nationwide prosperity in the Swiss tourism industry, ST is committed to the following five objectives:

1 Attracting new visitors ST takes on the complex and expensive task of attracting new visitors. 2 Increasing overnight stays and frequencies The excellent tourism infrastructure Objectives must be exploited as effectively as possible. 3 Increasing length of stay The goal is for visitors to stay in Switzerland for as long as possible. 4 Increasing added value As a premium destination, Switzerland is expected to provide high tou- rism-related added value, thus enabling innovations and investments. 5 Seeking balance Seasonal and geographical diversification, as well as a balanced mix of visitors, ensure a healthy equilibrium.

ST determines the priorities for 2020–22 and the quantitative targets I need altitude. 2020 from the general tourism objectives. All of ST’s activities contribute to At an altitude of 1,948 metres above sea level, the attainment of the five tourism objectives. the Klausen Pass is just one of the mountain passes closed to motor traffic once each year

as part of the Ride the Alps event series. Meier / André Klausen Pass, © Switzerland Tourism

Strategy and planning 2020 – 22 11 Objectives Priorities 2020–22.

The world – especially the world of marketing – is changing with increasing speed. ST has defined eight strategic priorities to enable 4. Product Switzerland to be marketed to optimum effect in the future. development ST develops and combines differentiating experiences, creating innovative products and showcasing them as flagship offerings to the inter- 7. Diversification national audience. ST is committed to nationwide prosperity and aims to enable as 6. Partner many tourism stakeholders as marketing possible, as well as the popula- tion at large, to participate in 1. Marketing In order to achieve optimum campaigning tourism success. Seasonal and 3. Digital results and to successfully geographical diversification is The new “I need Switzerland.” leadership position Switzerland in the promoted by developing new campaign is intended to create international markets, ST and seasons and forms of tourism. attention, surprise and to inspire. ST consistently invests in digi- its tourism partners are investing Emotional stories will be pack- tisation with the focus on data- in attractive marketing platforms aged in a creative way and driven marketing. As an early and market activities. presented to selected visitor adopter, ST analyses and identi- segments with the focus on fies digital trends and relevant digital distribution. 2. Market mix platforms and tests new pro­ Visitors from different countries ducts and technologies at travel at different times to an early stage. ST proactively 8. Sustainable tourism shares the knowledge and different destinations and take 5. Win back Europe The long-term goal of ST is that experience it has acquired part in different activities. The Switzerland should be seen as one with the industry. The goal of the “Win back recipe for success is a balanced of the most sustainable travel des- Europe” programme 2020/21 mix between the domestic tinations worldwide. Correspond- is to attract new visitors from market, short-haul markets ing content is to be developed and the key short-haul markets who and long-haul markets in a products are to be launched in travel to lesser-known mountain 45-35-20 ratio. collaboration with the industry. regions and remote side valleys. Gredetschjoch, © Switzerland Tourism / Silvano Zeiter © Switzerland Tourism Gredetschjoch,

12 Strategy and planning 2020 – 22 13 Objectives Quantitative goals 2020.

By achieving quantitative performance goals, ST will contribute directly to the stabilisation of Swiss tourism. Strong emphasis will be placed on the measurement of the relevant key performance indicators.

Key performance indicators (KPIs) Key media management (KMM) A single communication tool on its own is not enough. Optimum impact can only be achieved by Editorial reporting is initiated by the regular production and distribution of news and stories about an ideally designed cross-media mix and the effective use of resources. ST continuously defines and Switzerland as a travel destination, in suitable form for use by the media. measures its own performance on the basis of the following 16 KPIs*. Actual Forecast Budget 2018 2019 2020 Digital marketing Digital marketing offers visitors travel suggestions and information tailored to their specific needs. Media articles influenced 18,136 16,250 17,090 Top coverage articles 3,125 3,089 3,167 Actual Forecast Budget 2018 2019 2020 Top coverage articles closely related to the segment 2,637 2,686 2,711 Generated media contacts 17.0bn 14.5bn 13.3bn MySwitzerland web visits per year 32,2m 31,8m 32,2m

MySwitzerland bounce rate 32% 34% 35%

Facebook engagement rate 0.35% 0.33% 0.4% Key account management (KAM) ST is committed to recruiting, supporting and training tour operators, travel agents and meeting specialists with the goal of boosting Switzerland’s profile among travel agencies. Promotion Using arresting, surprising and inspiring classic advertising methods, ST seeks to encourage Actual Forecast Budget a desire among guests to visit Switzerland. 2018 2019 2020

Actual Forecast Budget Influenced overnight stays with tour operators 5,5m 5,4m 5,4m 2018 2019 2020 Impact of tour operators 1.34bn 1.44bn 1.46bn

Advertising and marketing contacts 5.8bn 9.3bn 5.8bn Specific groups and FIT packages 1,957 2,009 2,200

Top marketing contacts 2.2bn 5.9bn 2.3bn Meetings: RFPs 1,599 1,519 1,540

Customer reactions 7,8m 7,7m 7,8m Meetings: realisation rate 51.5% 52.9% 53.2%

Meetings: turnover influenced (CHF) 74,8m 99,7m 72,6m

* Provisional figures from 15 October 2019

14 Strategy and planning 2020 – 22 15

Manifesto Our brand promise

Don’t we all dream of taking some time off? Of a place where we can relax and recharge our batteries? Welcome to Switzerland. The authenticity and natural beauty of the Swiss landscape provide the perfect environment for our guests to relax and Marketing re-energise. Visitors can enjoy peace of mind knowing that they are in a beautiful country where everything works, a country with a reputation for strategy safety, reliability and sustainability. Visitors can rediscover the pleasure of simply being and experience the incredible diversity that our country has to offer. Our excellent, convenient infrastructure puts a wide range of enjoyable expe- riences within easy reach, delivering the high qual- ity that you expect from a premium destination. Everyone – even our meetings guests – can enjoy their stay against the backdrop of spectacular nature, whether in active pursuits such as skiing or hiking, or wellness and urban lifestyle experiences. And so everyone will know by the end of their stay just what it is that makes Switzerland special:

I need to see for miles. Switzerland is the place for mountains and Our Nature Energises You. valleys. 48 of the 82 peaks above 4,000 me-

tres in the Alps can be found here. / Christian © Switzerland Tourism Hasliberg,

Strategy and planning 2020 – 22 17 Brand The positioning I need a holiday. of the Switzerland brand. I need Switzerland.

What does the Switzerland brand stand for? What does it ST is launching the new “I need Switzerland.” communication promise visitors? What are its values and how does it differentiate platform based on the brand’s positioning. This platform will itself from its competitors? What benefits does it offer its be brought to the attention of our potential visitors through a wide stakeholders? What tone does it use in communications? variety of channels and measures. The answer to these questions forms the new brand core: “Our Nature Energises You.”

Ben ef ts ? for Wh d at an d st Heritage o e o ur w g o u I need vision. d e t s a t h s g W e t o Reliability u s t e Relaxation o f

u t l h a e V e x

p Naturalness e r i e

n c

e Safety ? Activation

Our Nature Energises You. Refr eshingly dif Diversity erent

D Distinguished ? i d f e v e i r e e c r n e p t i Authentic a d t n io Convenience ra b n r u o I need s W i h w at o m Sustainability H a ke y s u lit s u a Switzerland. n n iqu To e?

18 Strategy and planning 2020 – 22 19 Visitors Visitor segments at Switzerland Tourism.

Visitors want unique, unforgettable experiences. City Breaker Culture Traveller The focus for marketing is therefore on 13 segments City Breakers are looking for a short getaway from For Culture Travellers Switzerland’s cities are that share similar interests and passions. everyday life. They enjoy the density of experiences, the perfect place to enjoy world-class art and quality of life and closeness to nature found in culture in a stress-free environment. Art, design, Swiss cities. photography and architecture are all within walking distance. Campaign: Cities Markets: CH, DE, FR, IT, GB, ES, AT, PL, CZ, BR Campaign: Cities Markets: CH, DE, FR, IT, GB, ES, AT, RU, US, CA, BR, JP, GCR Nature Lover Outdoor Enthusiast Nature Lovers long for gentle and authentic Sporty visitors appreciate Switzerland’s mountains interaction with nature as a way of recharging and countryside and like to replenish their energy their batteries. levels amidst the spectacular mountain scenery. Luxury Traveller Luxury Travellers prioritise exclusivity, unique Campaign: Summer Campaign: Summer ex­periences and outstanding service. They are Health Traveller Markets: CH, DE, FR, IT, GB, Benelux, Nordics, ES, Markets: CH, DE, FR, IT, GB, Benelux, Nordics, ES, also prepared to pay a little more for this. Health-conscious visitors seek relaxation, AT, CZ, PL, US, CA, BR, JP, AU CZ, PL, RU, US, CA, GCR, KR, AU invigoration, inner balance and high-quality medical Campaign: Specific market activities with the focus interventions in a natural setting. on KAM and KMM Markets: CH, AT, GB, RU, US, CA, BR, GCC, GCR, Campaign: Health and accommodation marketing SEA, AU Markets: CH, RU, GCR, GCC

Attractions Tourer Family Attractions Tourers like discovering the country’s Families look for typical Swiss experiences that will highlights on car or train trips over several days or make children, parents and grandparents happy and on day trips from Switzerland’s cities. bring the family closer together. Congress Organiser Meeting Planner Campaign: Summer and Cities Campaign: Summer and Winter Congress Organisers want easily accessible Meeting Planners are looking for the perfect Markets: CH, DE, FR, IT, GB, Benelux, Nordics, ES, AT, Markets: CH, Benelux, CZ, GCC destinations with perfectly functioning infrastructure infrastructure and a typical Swiss social programme CZ, PL, RU, US, CA, GCR, JP, KR, SEA, IN, GCC, AU that are highly attractive for tourists. offering unique experiences.

Campaign: Meetings Campaign: Meetings Markets: CH, DE, GB, FR, Benelux, US, CA Markets: CH, DE, FR, GB, Benelux, Nordics, CZ, PL, RU, US, CA, GCC, AU Snow Lover Snow Sports Enthusiast Snow Lovers adore the authentic romance of Active winter visitors appreciate the restorative snow-white winter magic off the piste. powers of skiing, free-riding, cross-country skiing and ski touring in the spectacular Swiss mountains. Campaign: Winter Incentive Planner Markets: CH, DE, FR, IT, GB, CZ, US, CA, GCR, Incentive Planners aim to encourage their high achiev- Campaign: Winter KR, AU ers to deliver top performance and want exclusive Markets: CH, DE, FR, IT, ES, Benelux, Nordics, CZ, experiences against a spectacular natural backdrop. PL, RU, GB, US, CA, GCR, AU Campaign: Meetings Markets: US, CA, GCR, IN, SEA, JP, KR

20 Strategy and planning 2020 – 22 21 Markets Proximity to the market calls for connecting. Market strategy 2020 – 22 ST is active with 33 offices in 22 markets and is committed The ST market portfolio is determined and ST divides the markets in As well as working the to a balanced mix of markets. Due to their potential, markets are prioritised and resources are allocated in which it operates into four domestic market and divided into four groups with the relevant countries and regions accordance with the ST strategy, following groups: the traditional European detailed analysis based on studies by the short-haul markets, se- – Priority markets generate over determined according to clear economic criteria. KOF, Oxford Economics and ST itself. A set one million overnight stays at least lected long-haul markets of 22 criteria is used to evaluate the indi- once in a three-year period, as well will also be tapped. vidual markets. as tourism-based added value of at least CHF 150 million. Domestic market The Swiss market has devel- – Active markets have a potential f oped very positively over recent or at least 400,000 overnight stays. years and is the backbone of ST is represented by at least two Swiss tourism. The goal must full-time job equivalents in these be to further strengthen and markets. stabilise the domestic market.

– Strategic growth markets have Short-haul markets Berlin achieved over 20% growth in the The European market accounts Stockholm Frankfurt last five years in terms of overnight for almost one third of all over- Amsterdam Prague Moscow stays. There is potential for at least night stays. Like Swiss tourists, Brussels Warsaw 500,000 overnight stays in the me- it is European visitors who en- London dium term. joy travelling to the more re- Toronto Paris Vienna Kiev mote regions and beautiful side Zurich Stuttgart Astana /Almaty – Watchlist markets are as yet un- valleys. That’s why in 2020 and Baku Beijing New York Rome tapped high-growth cities that are 2021 ST in collaboration with Barcelona Milan Istanbul/ Seoul re-evaluated each year. In addition Ankara Tehran Tokyo the tourism industry is investing San Francisco to purchasing power, the economy, Tel Aviv in the Win back Europe pro- market entry costs and partner in- gramme in addition to general Shanghai Dubai terests, the review also considers market development in order Hong Kong transport connections and political to win back European visitors. Taipei conditions (e.g. visa requirements). Mumbai Long-haul markets Bangkok The figures for Asia, North and South America are very Ho Chi Minh City positive and will continue to Kuala Lumpur increase in the coming years. Singapore This growth particularly bene- fits individual destinations. ST will invest solely in attract- Jakarta ing individual tourists (FIT) who stay longer, also travel in the off-season and visit popular destinations as well as lesser- known locations. São Paulo

Sydney Buenos Aires Market goals 2020 Priority markets Business plans, market Active markets prospects and criteria for Strategic growth markets the markets can be found Watchlist markets (major cities)  here: stnet.ch/maerkte ST locations

22 Strategy and planning 2020 – 22 Communication mix It’s the mix that makes the difference. Promotion 2020 promotional goals ST produces high-quality, multimedia content and uses the instru- Using arresting classic advertising methods, ST ments that most effectively address the defined segments to present seeks to gain attention in the markets and to inspire Advertising and marketing it in the markets. Integrated marketing involves four instruments: visitors with surprising content and emotional stories. contacts: 5.8bn promotion, digital marketing, key account management and key Magazines media management. Starting from 2020, new, cross-campaign maga- Top marketing contacts: zines will be launched to promote the Switzerland 2.3bn brand and relevant tourist content in an emotionally engaging, inspirational and informative way. The Customer reactions: magazines will be adapted to the needs of specific 7,8m markets and distributed worldwide.

Newspaper inserts for specific target groups The market activities for ST will work together with media linked to the target 2020 can be found here: group to distribute tourism content relating to Swit- stnet.ch/maerkte zerland as inserts with the same look and feel as the medium itself. For example, an analogue and digital – Magazines collaboration with “National Geographic” and “Geo” – Advertisements, advertorials, – MySwitzerland content hub in France is planned for 2020. newspaper inserts – Social media – Out-of-home campaigns – Digital distribution (SEO, SEM, – Brand ambassadors display, mobile, native, social ads, Out-of-home campaigns – Events data-driven presentation, eCRM/ Integrated out-of-home campaigns with hoardings, Live events – Specialist trade fairs open to newsletters, third-party platforms) digital displays, mobile push notifications, etc. are ST is present in the markets together with partners at the public – Online visitor advice service with used in high-traffic locations, such as airports, un- various events and specialist trade fairs for the public. – Contact centres Guuru – Brochure shop & mailing derground stations and shopping malls, for example – Travel and Adventure Shows USA Promotion house Digital marketing in India in February 2020 and in the USA from March February / March 2020 Visitor to May 2020. – SP Arte in São Paulo April 2020 Key media management Key account management Brand ambassadors – Roadshow in Italy with the Coin Department Store Group in May and June 2020 – Proactive and reactive – Cooperation with tour operators, Well-known personalities will be used as brand am- – Summer Olympics in Tokyo media work travel agents and meeting specialists bassadors for Switzerland in various markets. For ex- 24 July to 9 August 2020 – Media conferences (training, product placement, ample, the successful collaboration with Bollywood – World Expo Dubai – Editorial visits co-campaigning) star Ranveer Singh will continue in India until 2021, 20 October 2020 to 10 April 2021 – Media trips – Workshops, educational trips, – Swiss Winter Festival in Beijing – Influencer management roadshows, events while in South Korea, a popular girl band is promoting in October / November 2020 – B2B fairs Switzerland as an attractive travel destination as – European Outdoor Film Festival “Swiss Friends”. in Germany and the Benelux countries in November 2020

More events can be found at stnet.ch/maerkte Contact centres The ST contact centres in Zurich, London and New York are the central information, advisory and book- ing offices for domestic and foreign visitors. The con- tact centres in Zurich and London are operated by Switzerland Travel Centre (STC) and, in close consul- tation with ST, are continuously optimised to meet changing demand.

24 Strategy and planning 2020 – 22 25 Communication mix

Digital marketing 2020 digital marketing The Internet is the most important source of tourism Data-driven marketing goals information and the focal point for initial customer Data management is gaining increasing importance contact. ST consistently invests in digital transfor- in tourism. ST focuses increasingly on data-driven Visits to MySwitzerland mation and, as an early adopter, tests new technol- marketing activities, such as re-targeting, program- at least: min. 32,2m ogies in order to offer visitors every possible online, matic advertising or personalised newsletters. needs-based support on their customer journey. Potential visitors are addressed digitally on the Bounce rate for In addition to its own digital channels, ST collabo- basis of their specific interests, search patterns and MySwitzerland across rates with local segment-specific platforms in the tastes. The generated data is recorded and ana- all markets: markets to digitally distribute content worldwide. lysed centrally in the new Management Information ø max. 35% System (MIS) so that visitors can be addressed in ST actively shares its experience and knowledge an even more targeted way. Compliance with New eNewsletter in the field of digitisation and data analysis with the the General Data Protection Regulation (GDPR) and subscribers: tourism industry. In addition, ST uses TrendRadar e-Privacy provisions is constantly checked and 40,000 (965,000 sub­ to show the industry which instruments and tech- corrected if necessary. scribers in total) nologies are important for tourism. Engagement rate: Facebook: 0.4% Instagram: 3.3% Tourism partners MySwitzerland content hub The digital market activities MHS MySwitzerland is the backbone of ST visitor for 2020 can be found here: eCRM communications and presents all of Switzerland’s stnet.ch/maerkte Mailinghouse tourism services with a high degree of relevance Brochures eCRM (Trusted Content). In addition to the positive user CMS experience and ease of use, MySwitzerland offers STnet Open Data API innovations such as inspirational virtual reality expe- riences, machine learning services and an open Media Asset Content hub data export interface that enables structured tour- Management ism content in 14 languages to be integrated into Social media CMS MySwitzerland Switzerland third-party systems. ST uses social media to present inspirational, Data Tourism tourism-related content to visitors and encourages Network MySwitzerland is subject to continuous develop- social media engagement with the established ment and optimisation. A/B tests improve the qual- #inLOVEwithSWITZERLAND hashtag and the new Translation ity of campaigns and pages. The long-term goal “I need Switzerland.” advertising slogan. User- Management is for a customised approach. The Help Centre is generated content is integrated into online and of- System STC being prepared for the search engine Voice Search fline communications. ST is currently active on the Booking Data Imports Engine function, and Guuru Chat is undergoing further following platforms in various markets: Facebook, upgrading. A check will also be made to establish Twitter, Instagram, YouTube, Pinterest, LinkedIn, which platforms for bookable experiences can be Sina Weibo, WeChat. Other platforms are checked integrated with MySwitzerland in the future. at regular intervals.

The MySwitzerland content hub architecture essentially consists of the central Content Management System (CMS) and numerous peripheral systems with over two dozen data interfaces. The content hub provides public export interfaces according to the open data principle.

26 Strategy and planning 2020 – 22 27 Communication mix

Key account management (KAM) 2020 KAM goals Key media management (KMM) 2020 KMM goals

ST focuses on recruiting, supporting and training Proportion of FIT KMM is among the most efficient and influential ST media trips: tour operators, travel agents and meeting specialists. offers to key accounts: communication instruments. Proactive and reactive 2,900 participants The main goal is to promote individual tourism (FIT). > 60% media activity worldwide pitches Switzerland as an In short-haul markets, ST gears its KAM activities to attractive, high-end travel destination. Media articles influenced: specialised travel (e.g. rail travel, outdoor, ecotourism, eLearning programme: 17,090 etc.). ST will only consider working with online travel > 3,000 Certified Product media work agencies if this enables new products to be included, Switzerland Experts ST cooperates closely with new and traditional Top coverage articles new customer groups reached, new destinations worldwide media professionals (print and online media, TV 3,167 (2,711 segment- featured, and/or new seasons added. channels, influencers, bloggers, social publishers, related) STMS 2020: etc.). These are selected in a targeted fashion and Educational trips at least 70,000 influ- supplied with the appropriate content, while their Influencer Summits, The most successful sales measure is still the direct enced overnight stays positive attitude towards ST is assured by nurturing winter and summer: contact with the product itself. Each year, around (turnover CHF 20 million) a long-term relationship. Over 2,900 qualified media > 330 posts 1,000 travel agents and tour operators discover representatives from all over the world are hosted first-hand the diversity of what Switzerland has to on media trips in Switzerland each year. Working offer. Back in their respective markets, these are with its partners, ST shares the latest news about then the best ambassadors, as they can compe- More KAM activities for Swiss tourism at more than 100 media conferences More KMM activities for tently explain the experience to the customer. 2020 can be found here: each year. 2020 can be found here: stnet.ch/maerkte stnet.ch/maerkte Workshops Corporate communications Swiss suppliers hold individual sales discussions Using targeted media activities, ST ensures that with relevant buyers at workshops in Switzerland or Switzerland’s population and politicians are made in the markets. The Switzerland Travel Experiences aware of the high economic relevance of tourism are a successful example of this. A roadshow held for Switzerland and shows how ST contributes to together with the partners provides an opportunity tourism development. to meet the most important key accounts in the KAM events KMM events markets. – Luxury Travel Mart Switzerland (LTMS) Data journalism – Winter Influencer Summit 19 to 24 January 2020 in the Bürgenstock Resort Extensive data from ST’s own market research as 1 to 6 February 2020 in Andermatt – Asia Trophy – ST Annual Media Conference Trade fairs 26 to 29 March 2020 well as from numerous external sources are prepared 25 February 2020 in Zurich Even in the digital world, trade fairs remain an im- – Switzerland Meeting Trophy as journalistic content and made available for media – Worldwide media conferences for campaign launches portant way to meet the most important contacts 26 to 28 June 2020 activities. ST is thus a trusted source of information e.g. Summer Launch in Moscow, 16 April 2020 in conference and leisure tourism for successful – Road to Switzerland 2020 that media professionals are happy to use. – Travel Classics Writer Conference Workshop series from 23 to 27 March 2020 in 30 April to 3 May 2020 in the Lake Geneva Region sales talks. North America – 4th Influencer Summit – Snow Travel Mart Switzerland 2020 (STMS) Influencer Summits in summer 2020 11 to 17 December 2020 in Andermatt Around 30 social media influencers with clearly de- – International media trips – B2B trade fairs fined interests and successful platforms experience e.g. for the opening of the V-cableway in the Jungfrau ITB Berlin, JATA Tokyo, ATM Dubai, Switzerland in various destinations. They also attend Region and the new GoldenPass Express link between USTOA Marketplace and ETOA GEM Montreux and Interlaken in December 2020 – MICE fairs a conference where they hear from experts about IBTM Barcelona, IMEX Frankfurt and IMEX America the latest trends. The international format enables More events can be found at stnet.ch/maerkte a non-competitive, lively exchange of data and More events can be found at stnet.ch/maerkte optimum results.

28 Strategy and planning 2020 – 22 29 Partners ST is a strong partner 2020 partnership for the industry. goals

Satisfaction level for Stronger together. ST collaborates closely with the Swiss tourism Partnerships Vacation Day 2020: industry and coordinates its international marketing with it under ST cooperates closely with industry and corporate partners. 8.0 the strong Switzerland brand. The partnerships are mutually beneficial and based on agreed, measurable goals. To ensure effective use of resources and Increase in corporate maximum impact in the markets, ST expects the following partnerships by partner investments: 5% ST’s partner model ST integrates around 1,200 partners in the industry, comprising regions, destinations, Actual Forecast Budget railway companies, hotels, conference and seminar providers, non-hotel accommodation providers 2018 2019 2020 as well as leisure activity providers in its marketing activities in the 22 markets. This effective and Membership fees 1,57m 1,593m 1,601m pooled use of resources is a major strength of the Switzerland tourism brand. Participating tourism 1,123 1,224 1,155 partners

Marketing contribu- 27,2m 28,6m 27,7m tions from tourism Key partnership in the markets partners Tailored packages for successful activities in the markets. Corporate partners, 8,2m 8,5m 8,6m including barter

Campaign partnership Tourism partners Corporate partners Clearly structured, needs-based packages for main campaigns, ST is committed to providing long-term, profitable ST integrates corporate partners into its ST cam- meetings, accommodation and partnerships in gastronomy. partnerships. The partner model will be harmonised paigns by means of official, strategic and premium over the next few years and services from market- partnerships, thereby securing a substantial portion ing and markets will be more closely interlinked. of its financial resources and increasing the scope Relationship management will be intensified with of its activities. ST offers its partners attractive mar- “ST zum Mitmachen” the top 20 tourism partners. As well as close part- keting platforms and focuses on tailor-made offers Programme with attractive additional platforms in the markets nerships, contact with the Swiss tourism commu- and finding the perfect fit in terms of brand, target that can be selected and purchased on an individual basis. nity will be intensively maintained through events, group and theme. In the future, there will be an in- information sharing and networking. Switzerland creasing number of product development project Vacation Day will be developed as the key industry partnerships. event and will be optimised with digital tools. A Membership new event concept will be developed for the annual Basic services such as access to the tourism network, industry events and Swiss Tourism Council event. an overview of the most important market research information.

Industry events 2020 – Switzerland Vacation Day 14 to 16 April 2020 in Arosa Fundamental mission – Hotel Marketing Day November 2020 To promote tourism demand using basic marketing techniques. – Key Partner Meetings April and September 2020 – SCIB Partner Meetings April and September 2020

30 Strategy and planning 2020 – 22 31 Campaigns The Switzerland brand as a campaign structure.

I need Switzerland – all year round. The five campaigns each communicate the brand promise “Our Nature Energises You.” in an individual way. In addition to the main seasons, additional content for autumn, cities and meetings will address other clearly defined visitor segments. The campaigns will be supplemented Campaigns by cross-thematic accommodation and gastronomy marketing.

Brand

Brand core Our Nature Energises You.

Communication platform I need Switzerland.

Campaigns

Summer Autumn Winter Cities Meetings

Visitor segments

Nature Lover Nature Lover Snow Lover City Breaker Meeting Planner

Outdoor Enthusiast Attractions Tourer Snow Sports Culture Traveller Incentive Planner Enthusiast

Attractions Tourer Attractions Tourer Congress Organiser

Cross-themed segments Family Luxury Traveller Health Traveller

Accommodation Design Inspiring Spa Swiss Swiss Swiss Swiss Typically Supple- GastroGastro-- and gastronomy & Meeting & Bike Deluxe Family Historic Swiss mentary nomienomy Lifestyle Hotels Vitality Hotels Hotels Hotels & Hotels Hotels accomo- Hotels Hotels Lodgings dation

I need variety. Swiss cities are anything but boring. In places like Lugano, history, local cuisine, mountains and lakes are never

far away. / Milo Zanecchia Lugano, © Switzerland Tourismus

Strategy and planning 2020 – 22 33 Campaigns

The summer campaign. Segments New product for 2020 Targets for 2020 Nature Lover Launch of a new product development The guiding creative idea “I need a holiday. I need Switzerland.” to promote Switzerland as a destination Budget*: for summer holidays. will be used for the first time to attract summer visitors. Various Outdoor Enthusiast CHF 42m experiences such as hiking, biking or family outings and topics such Established products Participants in Attractions Tourer as sustainability and convenience will be communicated under ST media trips: this heading. The participating campaign and market key partners Via Alpina 1,150 will use this strong message on a worldwide basis. Family Top coverage articles: 1,700 Markets – Global Communication mix MySwitzerland.com/hikingpass Media contacts: I need to 6bn Campaign partners 2020 Promotion cool down. Ride the Alps Marketing contacts: – Magazine Tourism regions 3.3bn – Market activities: advertisements, – Graubünden – Valais advertorials, newspaper inserts, MyS.com (visits): out-of-home campaigns, events, – Ticino specialist trade fairs open to the public – Lake Geneva Region 2,9m – Lucerne-Lake Lucerne Region MySwitzerland.com/ridethealps – Fribourg Region Influenced overnight – Aargau – Jura & Three-Lakes stays (B2B): 2,9m Tourism destinations – Val d’Hérens * Gross investment worldwide, – Aletsch Arena including personnel costs – Davos Klosters – Engadin St. Moritz (Zuoz, Pontresina) – Savognin I need – Engelberg-Titlis Market goals 2020 Switzerland. – Ascona-Locarno What activities are the – Toggenburg markets planning with their

National partners key partners? Business – Swiss Travel System plans can be found here: Key media management – Grand Tour of Switzerland stnet.ch/maerkte Digital Marketing – Two key media trips: Outdoor Enthusiast / Association – Digital distribution with moving Nature Lover – Swiss parks images, display, mobile, native, – Individual media trips from the markets – Swiss castles social ads and SEA – Influencer Summit – World Heritage Experience – Focus on data-driven and optimis- – Active product media work on the summer segments Switzerland able presentation with re-targeting – Media conferences in various markets – Swiss Landscape Conser­ strategy vation Foundation – Inspiration and offer content in the – Federal Office of Culture form of landing pages, multimedia Key account management content and listicles on – B2B inspiration booklet “Summer” MySwitzerland.com – STM participation – Placement of summer content – Market activities: workshops, educational trips, on local digital platforms in the roadshows, events, eLearning markets

34 Strategy and planning 2020 – 22 35 Campaigns “Win back Europe” as a booster The autumn campaign. Targets for 2020 for the summer campaign. The autumn campaign focuses on September and Budget*: October. Together with the industry, ST will CHF 3,1m Together with the tourism industry, ST will launch the Win back establish this colourful time of the year in Switzer- Europe programme in summer 2020 and 2021, aiming to win land and Europe as an independent season. Participants in back European visitors by persuading them to holiday in Switzer- ST media trips: land. The programme will build on the summer campaign. 66 Top coverage articles: I need 115 Since 2008, Alpine and rural Switzerland have lost The main element of the Win back Europe pro- harmony. 43% of summertime overnight stays by European gramme is a major PR campaign and a boost Media contacts: visitors. It is precisely these regions that ST aims for the summer campaign in the target markets 290m to strengthen with the Win back Europe programme with additional, individual partner content and together with its partners. digital distribution. Marketing contacts: 255m Two main goals will be pursued: CHF 2.35 million will be invested in the programme – Winning new visitors in core European markets each year. ST will finance 70% of the budget, MyS.com (visits): – Strengthening summer tourism business in Alpine while 20% will come from tourism partners and 0,4m and rural areas 10% from corporate partners. I need * Gross investment worldwide, Switzerland. including personnel costs

Segments Market goals 2020 Nature Lover Communication mix What activities are the I need bliss. markets planning with their Outdoor Enthusiast Promotion key partners? Business – Magazine plans can be found here: – Autumn inserts Main markets stnet.ch/maerkte – DE, FR, Benelux, GB Digital Marketing – Digital distribution with moving images, Tourism partners display, mobile, native, social ads and SEA – Graubünden – Focus on data-driven and optimisable – Lucerne-Lake Lucerne Region presentation with re-targeting strategy – Lake Geneva Region – Inspiration and offer content in the form Segments – Ticino of landing pages, multimedia content and New product for 2020 – Valais listicles on MySwitzerland.com Nature Lover Wine tourism Launch of a newly developed product in the area Corporate partners Key media management of wine tourism based on the curated Swiss wine – Swiss International Air Lines Attractions Tourer experiences on MySwitzerland.com/winetourism – Swiss Travel System – Active product media work on autumn – Switzerland Travel Centre topics I need Switzerland. Targets Main markets – Position Switzerland as an attractive wine Key account management – Switzerland (1st priority), destination at international level – Promote and develop bookable packages and – STM participation – Short-haul markets (2nd priority) activities

36 Strategy and planning 2020 – 22 37 Campaigns

The winter campaign. Segments New product for 2020/21 Targets for 2020 Snow Lover Launch of a new product development Nature and mountain experiences, the infinite variety of activities project based on the information Budget*: gathered­ in ST’s winter analysis: CHF 21m and the experience of togetherness are all central to the winter Snow Sports Enthusiast winteranalyse.myswitzerland.com campaign. Together with the tourism industry, ST seeks to stimulate Participants in Family a longing for a winter holiday in Switzerland and to guide the visitor ST media trips: to an individual, bespoke winter experience. Established products 700 Kids4Free Main markets Top coverage articles: – CH, DE, FR, IT, Benelux, 870 GCR, GB, US

Media contacts: Communication mix I need Campaign partners 3.5bn 2019/20 relaxation. Marketing contacts: Promotion Tourism regions – Bernese Oberland 0.95bn – Magazine – Fribourg Region – Market activities: advertise- – Lake Geneva Region MySwitzerland.com/kids4free MyS.com (visits): ments, advertorials, new- – Graubünden spaper inserts, out-of-home – Lucerne-Lake Lucerne 3,7m campaigns, events, specialist Region First Ski Experience trade fairs open to the public – Valais Influenced overnight stays (B2B): Tourism destinations – Arosa Lenzerheide 1,5m – Zermatt * Gross investment worldwide, – Engadin St. Moritz including personnel costs

National partners – Swiss Snowsports I need – Swiss-Ski – IG Schnee (Snow Interest Market goals 2020 Switzerland. Group) MySwitzerland.com/skiexperience – Go Snow What activities are the – Swiss Top Events markets planning with their – Ski World Cup Wengen key partners? Business Key media management – White Turf St. Moritz plans can be found here: – One key media trip: Snow Sports Enthusiast – Individual media trips from the markets stnet.ch/maerkte Digital Marketing – Winter Influencer Summit – Active product media work on the winter segments – Digital distribution with moving images, – Media conferences in various markets display, mobile, native, social ads and SEA – Focus on data-driven and optimisable Key account management presentation with re-targeting strategy – B2B “Winter” inspiration booklet – Inspiration and offer content in the form – STMS participation of landing pages, multimedia content – Market activities: workshops, educational trips, and listicles on MySwitzerland.com roadshows, events, eLearning – Placement of winter content on local digital platforms in the markets

38 Strategy and planning 2020 – 22 39

Campaigns

The cities campaign. Segments New product for 2020 Targets for 2020 City Breaker Mountain Daytrips Switzerland’s cities are characterised by a wide variety of available The best of both worlds: Switzerland’s Budget*: cities provide the ideal base for day trips CHF 11,9m experiences and a high quality of life, as well as proximity to nature Culture Traveller to the most beautiful peaks with the most and quick accessibility. They offer an ideal base for various day trips. spectacular views – there and back again in a single day. Trips can be booked Participants in Attractions Tourer Together with its partners, ST promotes the uniqueness of Switzer- quickly and conveniently online. ST media trips: land’s cities with consistent communication across all channels. MySwitzerland.com/daytrips 1,015

Targets Main markets – Increase the convenience of mountain Top coverage articles: – CH, GCR, DE, Benelux, ES, excursions 970 FR, IN, IT, JP, GB, US, CA – Strengthen the position of cities as hubs for excursions Digital Marketing – Show the diversity of Switzerland Media contacts: Campaign partners Communication mix – Digital distribution with 4.2bn Main markets moving images, display, Cities – Short-haul markets mobile, native, social – Basel Marketing contacts: ads and SEA – Baden Partners 2.3bn – Focus on data-driven – Bern – 10 tourism partners and optimisable pres- – Bellinzona – STS MyS.com (visits): entation with re-target- – Chur – SBB/RailAway Promotion ing strategy – Fribourg 0,9m – Magazine – Inspiration and offer – Geneva content in the form of – Market activities: advertise- – Lausanne Influenced overnight landing pages, multime- ments, advertorials, news- – Locarno Established product stays (B2B): paper inserts, out-of-home dia content and listicles – Lugano on MySwitzerland.com 1m campaigns, events, special- – Lucerne Taste my Swiss City ist trade fairs open to the – Placement of city – Montreux * Gross investment worldwide, public content on local digital – Olten including personnel costs platforms in the markets – Schaffhausen – St. Gallen – Solothurn – Thun – Winterthur I need – Zug Market goals 2020 – Zurich What activities are the Key media management inspiration. markets planning with their – Two key media trips: City Breaker; Culture Traveller National partners key partners? Business – Individual media trips from the markets – Art Museums of Switzerland tastemyswisscity.com – Influencer Summit – Swiss Top Events plans can be found here: – Active product media work on the cities segments stnet.ch/maerkte

Key account management – B2B “Cities” and “Culture” inspiration booklet – STM participation – Market activities: workshops, educational trips, roadshows, events, eLearning

I need Switzerland.

40 Strategy and planning 2020 – 22 41 Campaigns

The meetings campaign. Segments New products for 2020 Targets for 2020 Congress Organiser Congress Ticket Business events are of particular strategic importance for Swiss A new Congress Ticket will make it Visits to easy for visitors attending conferences, MySwitzerland.com/ tourism, as they mainly take place in the off-season, optimise Meeting Planner meetings or incentive trips to travel by hotel occupancy, are not weather-dependent, take place in both public transport. The attractively priced meetings: ticket is easy for organisers to book and 320,000 Incentive Planner urban and rural Switzerland and generate high added value can be made available electronically to all participants. Inquiries handled: Pre & Post Meeting Packages 1,540 Together with the Switzerland Convention and They will coordinate offer inquiries and position Main markets Visitors attending meetings will be of- – CH, DE, FR, Benelux, Incentive Bureau (SCIB) ST promotes Switzerland Switzerland as a leading destination for meetings, fered attractive new packages to extend Meetings staged: GB, Nordics, CZ, PL, RU, their business stay in Switzerland by throughout the world as a destination for meetings. conferences and incentive trips. US, CA, IN, GCC, GCR, 820 adding on holiday days. The available SEA, JP, KR, AU The specialists from ST will seek to acquire offers will be integrated directly in the meetings and create attractive sales platforms. organisers’ meeting and conference Turnover influenced: websites. CHF 72.6m SCIB partners

Tourism regions I need more – Lake Geneva Region Established product – Bern Communication mix than just a city. Meetings activities – Lucerne-Lake Lucerne Region Destination weddings – Ticino Switzerland is a romantic dream desti­ 2020 – Valais nation and, with its natural beauty and The marketing concept, Promotion – Zurich Region stunning landscape, offers the perfect market situation, activities – Trade fairs (IBTM, IMEX Frankfurt, IMEX America) setting for international weddings. ST will Tourism destinations and targets for each mar- – Meeting planning guide inspire and support wedding planners – Andermatt – Welcome cards and the happy couple with tips, advice ket can be found here: – Basel – Giveaways and links to partners who can help stnet.ch/meetings – Bern organise exclusive dream weddings. – Crans-Montana

– Davos Klosters Targets – Engadin St. Moritz – 50,000 visits to MyS.com/weddings – Engelberg – 10 directly influenced destination – Falera weddings held in Switzerland – Geneva – Interlaken Main markets – Lausanne – CH, GB, US, CA, GCC, IN, – Lucerne I need GCR, SEA – Lugano Switzerland. – Montreux Riviera – St. Gallen – Zurich Key media management National partners – Specialist press (print and online) – Swiss International Air Lines – Daily newspapers – STS / SBB Digital Marketing – MySwitzerland.com/meetings Service partners with multimedia content Key account management – Ovation Switzerland/MCI – eNewsletter – Sales calls – Kuoni DMC – Social media (LinkedIn, Xing, – Networking events – Planitswiss Twitter, WeChat) – Workshops – Swiss Convention Centres – Cvent and other online portals – Business dinners and lunches – Swiss castles – Webinars – Engaged Wedding Planner – Educational trips – Trophies (e.g. meeting trophy)

42 Strategy and planning 2020 – 22 43 Campaigns Accommodation and Health tourism. Targets for 2020 Targets for 2020 gastronomy marketing. Cooperation partners: The development of health tourism is an Partner clinics: 620 opportunity for Switzerland to diversify 20 Accommodation and food are essential elements its tourism sector. The new business area will in the holiday experience. ST provides attrac- Wellness resorts: bring together tourism and healthcare while 50% of investments tive, market-driven offers and cooperates with 10 from the health sector promoting synergies and offering economic external partners for quality assurance. Non-hotel partners: benefits for both industries. Marketing activities in 3 GCR, RU, GCC: 10 Page views (across all 8 hotel categories): ST’s goal is to successfully position Switzerland in Web visits by Health 1,200,000 the health tourism sector and to attract 5% more Travellers: health tourists to Switzerland by 2022. In the longer 600,000 term, the goal is for 20 partner clinics to participate in the segment and to successfully integrate more business and tourism partners.

Gastronomy marketing By offering a selection of 1,000 choice restaurants and inns, gastronomy marketing offers guests inspi- ration and planning assistance from a single source. The profiles of the various businesses are combined with stories and background information about Swiss gastronomy. Accommodation marketing Accommodation marketing aims to present Categories visitors with the best options for accommodation – Typically Swiss restaurants – Gourmet restaurants in Switzerland across all categories. The groups – – Excursion restaurants and mountain inns comprising hotels and non-hotel accommodation – – Trendy restaurants are integrated into communication across the world. Accommodation groups are a vital compo- Partner – GastroSuisse nent of the main campaigns summer, autumn, winter and cities and always focus on a clearly defined target group.

Categories – Design & Lifestyle Hotels – Inspiring Meeting Hotels – Spa & Vitality Hotels – Swiss Bike Hotels Activities – Swiss Deluxe Hotels – Launch events in Swiss embassies – Swiss Family Hotels & Lodgings Beginning of 2020 in Beijing, Moscow and Riad – Swiss Historic Hotels – Arab Health – Typically Swiss Hotels 27 to 30 January 2020 in Dubai – Supplementary accommodation – ILTM Dubai and Singapore 19 to 20 April 2020 in Dubai, 18 to 21 May 2020 in Singapore Partners – Intercultural workshops in clinics – HotellerieSuisse In the target markets of GCR, RU and GCC – Swiss Deluxe Hotels Office – International media trip – Friends of Swiss Historic Hotels Association Invitation to specialist media to visit Switzerland as a health destination

44 Strategy and planning 2020 – 22 45 Product development A good product is the best marketing.

ST will intensify and focus on tourism product development in close collaboration with the industry and ST’s market and marketing experts. All products form an integrated part of ST’s marketing campaigns.

When it comes to the development of innovative offers, the focus is on visitors’ experiences and travel needs. The goal of ST’s product development is to identify trends at an early stage and to ensure the transfer of know-how within the industry. Grand Tour of Switzerland The Grand Tour of Switzerland Priorities in product development 2020 – 22 (GToS) positions itself confidently Luggage special as the No. 1 road trip of the In cooperation with SBB, ST Alps. The aim of the GToS is to offers a cost-effective option for boost demand for touring in Stopover Switzerland luggage transport by public cities, rural areas and mountain The goal of Stopover Switzer- transport to participating partner regions, and to encourage land is to attract new visitors destinations. The “Luggage spe- longer stays by linking together who stop over between flights cial” offer lets visitors travel light Sustainability Convenience different regions, destinations for a “Taste of Switzerland” and and carefree to their holiday des- and attractions. thus get to know Switzerland as tination. Luggage will be picked We protect what we love. The desire for simplicity also an attractive holiday destination. up from home and delivered to Together with the industry extends to travel. We take our Together with Swiss International the holiday destination two days we develop concepts and visitors by the hand and create Air Lines and Switzerland Travel later. This way, ST makes it more products to ensure that Swit- packages that guarantee a zerland is perceived as one comfortable customer journey. Centre, ST aims to position Swit- convenient for passengers to of the most sustainable travel zerland as an attractive stopover use public transport on arrival. destinations worldwide. destination worldwide. Stopover Switzerland should generate Targets for 2020 100,000 overnight stays per year – Double the number of participating hotels and holiday rental providers Targets for 2020 in the medium term. – Increase the offer’s awareness and – Increase awareness of GToS booking figures – Position E-Grand Tour Targets for 2020 – Acquire strategic partners Easy booking – Increase awareness of Stopover Main market Switzerland – CH of experiences Main markets – Establish profitable cooperative – CH, DE, FR, GB, US Experiences are the new status symbol. partnerships with international DMOs Together with specialists, we ensure that – Increase bookings by 20% it is easy to book experiences that satisfy all stakeholders along the service chain – Main market from service providers to visitors. – Long-haul markets

Both new and established products that form an integral part of a campaign are presented in the context of the marketing campaigns on pages 34 to 44.

46 Strategy and planning 2020 – 22 47 Organisation An attractive employer. Targets for 2020

ST fosters an open, direct and performance-oriented corporate ST spirit Employee fluctuation: culture with flat hierarchies and fast, agile communication ST employees are inspired by Switzerland as a 9 – 15 % and decision-making channels. ST needs the best talent to tackle product and dedicate themselves with passion to the development of Swiss tourism. They think crea- Overall satisfaction the complex, challenging tasks it faces. tively, act with agility and conduct themselves pro- according to employee fessionally. They have the best interests of visitors, survey: partners and Switzerland at heart. This ST spirit is 78 % consciously fostered and turned into a living reality by the executive management, on the basis of the ST essentials ST essentials.

Diversity Maximum productivity and creativity are achieved in diverse interdisciplinary teams. ST aims to har- More about ST as an ness differences to achieve success and promotes attractive employer: diversity in the organisation. For this purpose, ST stnet.ch/karriere fosters a balanced mix of men and women, interna- Recruitment Employee Employee tional personnel and Swiss employees from all four We consistently recruit employ- management development language regions, local and transferable staff, older ees who best match a clearly We treat our employees with We empower and encourage em- and younger people and people with different views defined requirements profile. We respect, challenge them with ployees who are committed, think and ways of thinking across all hierarchical levels. prioritise personality, training ambitious goals, give them independently, act entrepreneuri- and experience. confidence and enable them ally and achieve their goals. We to achieve the best possible facilitate personal development Working environment performance. and international careers. At its main office in Zurich and the 32 international offices, ST focuses on promoting a motivating, modern working environment. Open-plan offices and state-of-the-art IT infrastructure enable fast communication channels and promote interdiscipli- Experimentation Focus on results Learning & sharing nary, international cooperation. We encourage experimentation, We focus on the attainment of We take a continuous approach Employees benefit from global career opportunities, creativity and a healthy sense shared goals and agree on pre- to self-development and share flexible working models, up-to-date working condi- of curiosity. We particularly cise key performance indicators. our knowledge across all levels. tions and attractive fringe benefits. ST promotes value agility and a constructive The attainment of targets is con- We maintain close communica- and supports both internal and external continuing approach when mistakes are sistently measured. tions worldwide and learn from education and provides training for over 20 train- made. our experiences. ees/apprentices worldwide.

48 Strategy and planning 2020 – 22 49 Controlling Partners Strategic premium partners Everything under control.

The trade association of the Financial services Train travel Swiss hotel industry raiffeisen.ch sbb.ch The tasks facing ST within the framework of the federal mandate hotelleriesuisse.ch are laid down in the Agreement on Political Controlling, Reporting and Monitoring between ST and the SECO. ST regularly

produces the necessary key figures and evaluations required for Switzerland by train, bus and boat The airline of Switzerland reporting on the service mandate. mystsnet.com swiss.com

Strategic partners The marketing targets set by ST are continuously the impact of ST’s marketing activities on overnight examined by the KPI Cockpit. Corrective measures stays and tourism turnover. For the new report in are initiated as necessary. 2021, ST’s goal is to influence 14% or every seventh overnight stay in the Swiss hotel and redundant American Express Since 1936 in Switzerland Retail and Car rental International financial controlling, annual financial non-hotel accommodation industry. in Switzerland coca-cola.ch wholesale trade europcar.ch statements and liquidity planning within the availa- americanexpress.ch coop.ch ble budget and legal framework are assured by Management Information System ST at all times. ST will develop a Management Information System Publisher (MIS) for more effective marketing. This will link Zurich Airport GastroSuisse Exquisite Swiss biscuit Switzerland Cheese Switzerland Tourism zuerich-airport.com gastrosuisse.ch specialities Marketing Tourism Monitor Switzerland different data sources together to make the various Morgartenstrasse 5a kambly.ch cheesesfromswitzerland.com Tourism Monitor Switzerland (TMS) is the most connections clear. Thus, for example, it will be 8004 Zurich Switzerland extensive tourist survey in Switzerland. In 2020–21, possible to compare investments and marketing

more than 21,000 leisure tourists from over activities. The findings are visualised in interactive Editor in chief #FeelLimitless SWISS ARMY KNIVES | Viviane Grobet valser.ch WATCHES | TRAVEL GEAR 130 countries will again be surveyed about their dashboards and can be used effectively in marketing victorinox.com travel patterns. ST will analyse and use the data decisions. Switzerland Tourism

and findings from the TMS to further develop the Design tourism services together with the industry and Partner reporting Festland AG, St. Gallen / Zurich Official partners to address visitors even more effectively. ST will draw up a full report on the various cam- Switzerland Tourism, Zurich paigns and marketing activities with its partners. Photos Impact measurement In the future, this will become more user-friendly Cover:

Based on the TMS, a comprehensive impact as- and visually appealing. PatitucciPhoto appenzellerbier.ch bmc-switzerland.com bookfactory.ch gubelin.com swisstravelcenter.ch sessment is produced every four years to measure Other photos: With kind permission of the partners

Printed by

Abächerli Media AG, Sarnen hero.ch hertz.ch holycow.ch kirchhofer.com landquartfashionoutlet.com How ST is funded Print run 2,000 copies Annual budget 2020 Budget spending 2020 in million CHF in million CHF Languages 1.0 mammut.com odlo.com swisseducation.com swiss-ski-school.ch swissinfo.ch 1.9 4.4 Amortisation and German, French, Italian, English 8.7 Others/revenues Operating expenditure miscellaneous expenditure Corporate partners

swissrent.com visana.ch swisswine.ch 28.8 27.3 Personnel expenditure Tourism partners 98.3 98.3 56.7 MySwitzerland.com/strategicpartners Confederation 0.7 1.3 Property overheads 63.4 Income from property 2.4 Marketing expenditure Members

50 Strategy and planning 2020 – 22 51

Partnerseite_2019_Brosch_Strategie.indd 48 14.11.19 10:49 Tourism partners.

MySwitzerland.com