Switzerland Travel Better Seminar at Melia Hotel

February 24

Local media and influencers were attended the “Switzerland Travel Better Seminar” at Melia Hotel

Switzerland launches its ‘Travel Better’ strategy to attract Thai tourists to experience all seasons.
The Swiss Tourism Office reveals continued growth in Southeast Asia, reinforcing its commitment to promoting sustainable tourism with the “Travel Better” strategy, offering year-round travel experiences.
Stable growth direction
The Swiss Tourism Office sees stable growth trends in Southeast Asia due to the region’s stable tourism market, despite local challenges. While a 10% contraction is projected for 2025 compared to 2024, the Thai market remains strong and was the fastest-growing market in Asia in 2019. Switzerland continues to attract tourists from Thailand due to its reputation for safety, cleanliness, and efficient public transport, making it an attractive destination for families and solo travelers. A recent survey by Tourism Monitor Switzerland (TMS) reveals that the main factors driving Southeast Asian tourists to visit Switzerland are its beautiful nature (16%) and expansive landscapes (14%).
Batiste Pile, Director of Swiss Tourism for Southeast Asia, stated that they are confident that Thailand is a steadily growing and important market for Swiss tourism. Furthermore, they will continue to offer new tourism products and services, as well as lesser-known destinations, to travelers.
“Travel Better” sustainability strategy.
The Swiss Tourism Agency has launched its “Travel Better” strategy, reinforcing its commitment to promoting sustainable tourism. This approach highlights Switzerland’s dedication to leading the tourism industry towards sustainability and balance, and comprises five key principles that will guide the future of Swiss tourism:
1) Promote year-round tourism to ensure a consistent influx of tourists throughout all seasons.
2) Manage the flow of tourists to create a more balanced experience and reduce congestion in the area
3) Encourage longer stays to allow tourists to engage more deeply with Swiss culture and nature.
4) Integrate sustainability across the entire tourism sector through the Swisstainable project.
5) Maintain alignment between promoting tourism and the well-being of local people and communities.
“Sustainability is central to how we experience and share Switzerland with our visitors. Under our ‘Travel Better’ strategy, we are encouraging travelers to travel more mindfully – staying longer, traveling year-round, and savoring our culture and landscapes in moderation, while simultaneously preserving Switzerland’s unique identity,” said Thanchanok Nuammano, Marketing Manager, Switzerland Tourism Office.
Switzerland: Offering year-round travel experiences targeting key tourist markets.
Swiss tourism is aggressively promoting its year-round and all-season travel campaign, targeting a diverse range of travelers and personalities. This includes adventure seekers, family-friendly experiences, cultural learning, and luxurious relaxation. Destinations include famous locations such as Interladium, Grindelwald, Jungfraujoch, Mürren, Schilthorn, Pilatus near Lucerne, the Matterhorn in Zermatt, and surrounding towns in the Valais canton. Experience the vibrant city life of Switzerland in Zurich and Geneva, culminating in scenic train journeys like the Bernina Express and Glacier Express. Switzerland offers something for every type of traveler.
Switzerland is a dream destination that I want to take everyone to. It’s a change of scenery from Chiang Mai; we can breathe in the pristine air, experience the turquoise waters, and sip coffee by a fairytale-like lake. The travel is convenient, and we can end the trip by exploring a wonderfully romantic old town together,” said Kanchaka Suwanich, President of the Northern Thailand Tourism Service Association, during the opening ceremony.
Furthermore, Switzerland has become a favorite destination for Thai tourists, thanks to influencers sharing their memorable travel experiences. For example, Bank (Instagram: @bankpyt) and Phing (Instagram: @phingpit), influencers from Chiang Mai, recently chose Switzerland for their autumn trip – a beautiful and often hidden season that photography enthusiasts will find particularly appealing. They even shared their pre-wedding photos with the hashtag #sayYesinSwitzerland. These content pieces inspire Thai travelers to add Switzerland to their list of destinations and experience its romance and charm for themselves.
For Thai tourists, Switzerland is a leading destination, renowned for its stunning landscapes, warm hospitality, and diverse travel experiences for every season. The Swiss Tourism Office continues its commitment to engaging and inspiring Thai travelers through various projects.
About the Switzerland Tourist Office Switzerland Tourism (ST)
Swiss Tourism is the national organization for marketing and promoting Swiss tourism, aiming to establish Switzerland as a renowned destination for its quality, stunning landscapes, tradition, sustainability, and modernity under the concept of “Swissness.” Headquartered in Zurich, Swiss Tourism operates in 20 countries and employs 239 people worldwide. For Southeast Asia, Swiss Tourism has offices in Singapore, Bangkok, Kuala Lumpur, Jakarta, and Manila, with 9 operational staff.
For more information, please contact: Ms. Thanchanok Nuammano Marketing Manager, Switzerland Tourist Office +66 86 347 3474 thanchanok.nuammano@switzerland.com