switzerland tourism china

• Hospitality Industry

Chinese tourism in Switzerland: How is Lucerne coping?

February 01, 2024 •

7 min reading

We conclude this three-part series on China by taking an in-depth look at how the economic downturn in China is affecting tourism in one of Switzerland’s most emblematic destinations, Lucerne. A small lakeside city surrounded by towering peaks, Lucerne plays an outsized role in Swiss tourism and watch sales.

Would you be worried if one of your primary sources of revenue instantly disappeared or at least be hoping for a quick rebound? “We don’t have to hope. The rebound will happen automatically,” Conrad Meier said. And after more than a decade at the helm of the four-star Grand Hotel Europe Luzern, he knows his product.

The Belle Epoque, 177-room hotel on the shores of Lake Lucerne stands tall despite the spectacular disappearance of Chinese tourists. The volume of Meier’s Asian guests is down 36% versus 2019 but demand has been filled by other demographics. Around 90% of the hotel’s guests are part of tour groups. But the lobby on this gray Thursday in January is utterly devoid of guests, save for a walk-in customer sipping a cup of coffee.

Therein lies the paradox. Lucerne, a Swiss tourism hotspot, has seen one of its key market segments decline substantially, yet looks none the worse for wear. Let’s take a closer look at why.

Chinese tourism falls off a cliff

Back in 2019, some 1.4 million Chinese tourists discovered the natural wonders of Switzerland. Since then? The total for the past three years—combined—stood at a mere 275,000. An 82% drop. With fewer tourists, shouldn’t hoteliers be worried? For the Lake Lucerne region, overnight stays by tourists from mainland China were down 79% in 2023 (excluding December) versus 2019, according to the Swiss Federal Statistical Office. It was the biggest decrease of all Swiss regions. The drop in Chinese tourism in the Medieval town has been as steep as, well, the mountains surrounding it.

Overall however, night stays remain remarkably buoyant. Some 17.4 million hotel stays were recorded last winter (Nov. 2022 to April 2023), which was a record. So they’re coming from somewhere else. The United States, for example, was up 20% (Jan-Nov. 2023 vs. 2019). Perhaps one statistic depicts the situation most accurately: Lucerne’s hotels enjoyed an occupancy rate of 96% in 2019.

For perspective, back in pre-Covid times China was a global tourism powerhouse, accounting for one-fifth of international tourism spending ($255bn) in 2019, making it the largest outbound travel market in the world (both in terms of the number of trips and total amount spent). Times have changed.

Deep pockets

The average Chinese tourist spends CHF 380 per day in Switzerland, which is just shy of levels spent by tourists from the Persian Gulf region. This stands in contrast to the average German tourist who spends just CHF 130. However, the Chinese zip through Switzerland, spending an average of just 1.3 nights, which is the lowest rate of any country (source: EPFZ).

Fewer flights mean exorbitant airfares

According to Switzerland Tourism, as of April 2023, capacity in terms of the number of international airline seats was just 37% of where it was before Covid. This number is creeping higher as carriers add flights but OAG, an aviation analyst, reported that, in December 2023, capacity had reached just 62% of December 2019 levels. But the key, according to the optimists, is the upward trend.

There’s no place like home

As elsewhere in the global tourism landscape post-Covid, Chinese tourists are looking inward. Domestic tourism in China has finally returned to 2019 levels, though spending has lagged somewhat.

According to tourism players in Lucerne, wealthier Chinese are choosing independent hotels rather than multinational brands and still intend to travel to Europe, unlike their more budget-conscious counterparts. Tour groups are less popular, in favor of more personalized experiences. The sputtering Chinese economy and persistently high Swiss prices have scared off many budget travelers.

Tourism trend in Lucerne: Fully independent travelers

Tourism players in Lucerne pointed to a new trend they are seeing: more Fully Independent Travelers, which may be a welcome development for townspeople in Lucerne who have long complained about overtourism. (In May 2019, some 12,000 Chinese tourists descended on Lucerne, putting a strain on the iconic covered bridge—said to be Europe’s oldest.) In that year, Lucerne beat out Venice and Paris for most tourists per capita. “Group tourism is a sensitive topic,” among locals in Lucerne, Martin Räber, Global Director of Tourism at Bucherer, said, “people are not happy to have tour buses in their backyard”.

The F.I.T. demographic also tends to have deeper pockets, pushing room rates in Lucerne even higher, according to Lucerne Tourism. For Räber, they are more elusive than working with wholesalers such as tour operators, “you have to grab them at the right spot”. With 50 years’ experience in Lucerne tourism, Robert Casagrande sees the future in four letters: vans. For him, 12-passenger vehicles will take market share from the ubiquitous tour buses.

Switzerland’s outlook is rosy compared to other countries that depend heavily on Chinese travelers such as Thailand (28%), Japan (30%) and Germany (16%). In 2019, 11 million Chinese tourists visited Thailand (where over 10% of GDP comes from tourism). And after Covid? Try 13,043 for all of 2021. Worse still, a bizarre story has emerged involving online scamming compounds , further discouraging Chinese tourism. In Japan, the release of contaminated water from the Fukushima nuclear site has turned off Chinese tourists. Economic and geopolitical headwinds are delaying European vacations for ordinary Chinese.

Confidence is the watchword

After the Place Vendôme in Paris and Plaza 66 in Shanghai, Lucerne is the biggest ‘supermarket’ for timepieces in the world. And some 40% of watches in Switzerland are purchased in Lucerne.

At Bucherer, a multi-brand watch retailer, the amount spent by Chinese tourists in 2023 was a mere 10% of levels recorded in 2019, the year before Covid. Yet, all around this picturesque town nestled in the mountains of central Switzerland, a quiet confidence radiates.

“We saw a drop, but it’s recovering. Other markets recovered much faster” explained Räber laconically.

Räber explained that in the wake of Covid, economic uncertainty made many asset classes highly unstable. Not so Swiss watches, which maintained their attractiveness—particularly among local buyers during the pandemic. “Management changed their mindset a little bit. Locals were our priority: caring about customers is key and tourism is just a bonus. We’re not that dependent on China anymore,” Räber said before continuing, “Covid was a shock but it showed everyone that you shouldn’t rely on just one market”.

Glancing up at the closed-circuit television screen in his office, Räber remarked on the empty parking lot in front of the impressive Bucherer storefront on Grendelstrasse, a street in the old town. On this chilly day in January, which is historically a slow month, only 20 or so Chinese tour buses would be coming through town to shop at Bucherer, “not too many”, according to Räber. For perspective, the unofficial record is 250 in one day.

“A well-oiled machine”

The Chinese come to shop in Lucerne. In some ways however, 2013 presaged the Covid crisis. In that year, Beijing began its crackdown on corruption, levying a luxury tax on conspicuous goods in order to curtail lavish gift-giving to government officials. “We felt it”, admits Räber, but the timelessness and sterling reputation of Swiss watches kept sales buoyant. By some estimates, the average sales price of a Swiss watch for the Chinese tourist is about CHF 4,500. In a game as old as exchange rates and value added tax, many Chinese shoppers buy several watches that they resell to friends or acquaintances, which sometimes covers the cost of their European vacation. This arbitrage yields benefits for all parties. Tour groups, led by Chinese tour guides, tend to visit Rigi or Titlis, two nearby mountains, in the morning to see the snow and then shop and sightsee in the afternoon. “It’s a well-oiled machine”, Räber said. But why not buy your Rolex closer to home or in Dubai? “They want the story,” explains Christian Pfiffner, who runs Casagrande an upscale ‘souvenir shop’ also on Grendelstrasse. (It is said that $1bn in sales were generated by the luxury brands lining this tiny street in 2018.) For Räber, “lodging and food are not as important to the Chinese as buying something you can show off at home”.

Above his glittering shop containing Swiss specialties ranging from cuckoo clocks to music boxes, luxury watches and cosmetics, Pfiffner recounts that January 2020 was a record month then “nothing for the rest of the year”. Skipping ahead to 2023, turnover from Chinese shoppers was just one-quarter of where it was for 2019. Before Covid, China accounted for 50% of overall revenue for Casagrande, which was founded 75 years ago. Yet, Swiss products remain remarkably resilient. Almost all other nationalities, Pfiffner explained, have surpassed their 2019 levels. 

What does the future looks like for Lucerne Tourism?

Casagrande has been a family-run enterprise for three generations. For Robert Casagrande, “the Chinese lost a lot of money in property and they’re not spending as easily. They have traditionally been savers, but now they’re in debt and going back to their roots of not spending on credit”. Time to worry? Not exactly. “Only five million have visited Europe. There are so many millions of Chinese who haven’t yet come here that we don’t have to worry. And if the Chinese don’t come, the Indians will come. And if the Indians don’t come, the Indonesians will come…” Casagrande concluded.

In the opinion of Manuela Casanova, Head of Markets at Lucerne Tourism, “the tour operator model will evolve towards a better understanding of everyone’s needs”. Indeed, changing tastes will continue to push tourism players to adapt but like its lakes, mountains and watches, the charms of Lucerne are seemingly timeless.

EHL Research Content Editor

Keep reading

Hospitality management careers list for hotel enthusiasts

May 07, 2024

How Airbnb and short-term rentals reshape rural and urban communities

May 02, 2024

What does a Hotel Manager do?

This is a title

This is a text

More articles on China's economic situation

• Bachelor Degree in Hospitality
• Pre-University Courses
• Master’s Degrees & MBA Programs
• Executive Education
• Online Courses
• Swiss Professional Diplomas
• Culinary Certificates & Courses
• Fees & Scholarships
• Bachelor in Hospitality Admissions
• EHL Campus Lausanne
• EHL Campus (Singapore)
• EHL Campus Passugg
• Host an Event at EHL
• Contact our program advisors
• Join our Open Days
• Meet EHL Representatives Worldwide
• Chat with our students
• Why Study Hospitality?
• Careers in Hospitality
• Awards & Rankings
• EHL Network of Excellence
• Career Development Resources
• EHL Hospitality Business School
• Route de Berne 301 1000   Lausanne 25 Switzerland
• Accreditations & Memberships
• Privacy Policy
• Legal Terms

© 2024 EHL Holding SA, Switzerland. All rights reserved.

• Global (English)
• China (English)

• Services Digital Marketing B2B Marketing Digital Events Research & Strategy Representation
• premium content zone Service WORK Case Studies VIDEOS & OTHER VISUAL RESOURCES MARKET INTELLIGENCE REPORTS E-BOOK COTA–Training
• About Us About the company About the team Dragon Trail in the media -->
• Portfolio Our clients Work case studies
• Insights Blog Sentiment Reports Company News Brand Rankings Events Podcast --> Visual resources
• Contact Business Enquiry Book a speaker Subscribe to the newsletter Follow on Twitter Follow on LinkedIn Follow on YouTube -->

• Sentiment Reports
• Company News
• Brand Rankings
• videos & presentations

Interview: Why Switzerland Tourism’s China Marketing Is Staying “Normal”

We spoke to simon bosshart, director china and director asia pacific for switzerland tourism, about maintaining digital marketing during the coronavirus crisis, helping travelers to get off the beaten track, and what’s next for chinese tourism..

As the first European country to target the Chinese tourism market, Switzerland has a wealth of experience and insights on how Chinese travelers have changed over the past decades, and the most effective ways to attract them. 2019 was a record-breaking year for Chinese overnight stays in Switzerland, with more than 1.8 million hotel nights, and close to 1.3 million arrivals.

Dragon Trail spoke to Simon Bosshart, Director China and Director Asia Pacific for Switzerland Tourism , about maintaining digital marketing during the coronavirus crisis, helping travelers to get off the beaten track, and what’s next for Chinese tourism.

Switzerland Tourism’s “Dream now, travel later” campaign has been very successful on Weibo, and received above-average views on WeChat, too. Can you tell us about the thinking behind this campaign, and if anything about it has been adapted especially for a Chinese audience?

There’s not much more you can do right now – it’s the only message you can have, apart from stay home. I think we were rather early communicating about it. With this claim and visuals, this is centrally steered, coming from Zurich. The Weibo and WeChat communication that we do is steered out of China, and the content isn’t completely changed, but of course adapted.

With one aspect we were very early, because China was the first country where the crisis started. We immediately set up a task force internally and started to react. We had the first post, which wasn’t “Dream now, travel later,” but was actually accurate information on how Switzerland was reacting to the crisis at that time, at the end of January and beginning of February. That was very China-focused, so we had messages like Switzerland stays China-friendly; that Switzerland Tourism encourages the industry, especially the hotel industry, to be very generous when it comes to cancellations; this is what you have to do if you travel to Switzerland, if your flight it canceled and you can’t get back – more practical information.

This as well as the “Dream now travel later” [campaign] was extremely positively perceived. We had a lot of reactions, a lot of comments, as well as a lot of encouraging comments, like “we really hope that Switzerland will come back soon,” “we will come back,” these kinds of comments.

At the very beginning we were not sure what to do, and we stopped for maybe two or three weeks at the beginning when it started in China, and since then we came back to normal. What we try to do at this time, and why we insist on continuing, especially on digital channels, is to communicate normally again. This is not out of the consideration that it’s the high time for making tourism advertisements, but because we should try to stay as normal as we can. A lot of things are not possible – physical meetings are not possible, or road shows. The only thing we can do is communicate digitally. And with people being at home, the only thing they can do is connect with the world on digital channels, and they’re probably very receptive to this. So we said, it’s very important to stay visible, with normal storytelling, and just to show, there is a crisis right now, but things will go back to normal sooner or later, so let’s wait for that and be patient.

Switzerland has long been a market leader in Europe for attracting Chinese tourists. What marketing strategies and activities have worked best? What has stayed consistent about your approach to the Chinese market over the past decade, and what has needed to evolve?

I think Switzerland stands very much at the front position due to the fact that we were the first tourism board active in China, at least from the European world. We’ve been doing marketing in China for over 20 years now, so this gives us a certain advantage. We invest over-proportionally into China. China has been for a long time a strategic growth market. So from a global strategy side, we have always considered China as a very important market to invest, while many other destinations may have only followed later. We believed in China when China was not an important market in tourism, at least not for Switzerland.

When you talk about the recipe for success for Switzerland, one thing is consistency, staying with the market and investing in the market. The second thing, I would say, is [our] team. We have 15 people on the ground and three offices in mainland China. [It’s] a mature team, a very senior team, with some people who have stayed with us since pretty much the beginning. The most junior person in the team has been with us for at least five years, so we have a lot of experience, a lot of knowledge, a lot of creativity, and a lot of expertise in the field. One last consistency is we try to always be very close to the market, and we put personal contacts, networks, and relationships in the front row – so having these networks with the travel trade, with media, staying in touch with them, talking to them, bringing them to Switzerland. This is just the ultimate reason for success. This we take very seriously.

Talking about the changes, one of the major changes is over the past five to seven years, we completely changed our marketing strategy. Today, we are not striving for the mass from China, not anymore. We’re striving for the guest which suits the destination of Switzerland most and can take most profit out of Switzerland, and that’s the individual traveler. We went through a global strategy adjustment, defining the areas we’re strongest in. Switzerland has been a travel destination for 150 years, and we’ve always been not a cheap destination; we could never compete with others based on the price level. So five years ago we said, we have to be very clear which customer we’re actually talking to. And we need to understand where we are really strong. Which fields, would people say, in this field, Switzerland is so good, that even though I could go somewhere else, I want to go to Switzerland for this reason. We segmented our products and our market and said, which of those segments exist in a specific market, so we can serve them directly, where the readiness of the guest is higher.

For China, apart from the attraction tourers – the regular FIT tourist which travels through the country and sees the highlights – we defined specifically summer outdoor and winter outdoor guests, plus cultural travelers, as our most important segments. While in the past, we were focused on the mass, on big business, on group travel, and we said “whatever it takes, come to Switzerland and stay for one night, two nights,” [now] we say, come to Switzerland if you want to come for deep travel – for hiking, for biking, for skiing, for trail running, for art, for some kind of cultural experience and interaction with locals, and especially if you come as an individual traveler. I know it’s a buzzword to say we focus on quality tourism, that we focus on the individual traveler – every destination at least says that they do this, but I would say we’re one of the few destinations which really consistently does it. We really focus now on new players, boutique networks, on clubs and communities.

Technology-wise, everyone talks about digital channels. For our team in China, of course we believe it’s the way to communicate today, but this is not the solution alone. This is just the technical solution for how we talk to guests. The most important is to know who your guest is and how to talk to him. So we’re talking about not just digital marketing, or social media marketing, or influencer marketing, but community marketing. And community marketing means you talk to ski clubs, you talk to art lovers, museum directors, to writers, to art collectors. You have to dive into the niche.

How do you find these people to reach out to? Is that more organizing offline events?

It’s offline and online. Our life has become so digital, but at the end of the day, you need to meet people. When we work with skiers, for example, we communicate with them through digital channels, but at the end of the day, they go skiing, and they don’t do it on their computers with virtual reality but with real nature. So it’s always a combination.

Are there any differences between your marketing strategy for China, and other East Asian markets?

Of course. The strength of Switzerland Tourism is that we are very decentralized, with independent marketing teams, and these are led by personalities. With marketing there’s not one correct solution for everything, but it’s always coming out of the market and depends on the capabilities that we have. In Korea, for example, we’re very strong with celebrity marketing – we work with the K-pop world, with soap operas, and this relates to our market director there, who has built up a very strong network over the years to the celebrity world. This works very well in Korea, where young people and travelers especially follow the trendy selection of their idols. Japan is very much content driven, and is the oldest travel market for Switzerland, so here again we take a different approach. In Southeast Asia, we are still building up the market. There are a lot of tourists from Southeast Asia, especially Thailand, that might be first-time travelers, and group travelers, so it’s a different approach to China. Of course we have certain central campaigns, but our strength is that the independence and the empowerment of the market is very high for Switzerland Tourism. And that’s part of Swiss culture – we’re a very decentralized country with canton independence, so the same goes for our marketing.

Is the team in China all Chinese?  

That would perhaps be another point of success. Apart from myself, we have one Swiss in the team in China, and the rest are locals. I think it’s this mix that makes it very efficient. We have constant interaction between the cultures, and we bridge the cultures within our team. I take it very seriously to build the bridge, and also to go over the bridge for my team. Working for Switzerland Tourism means you have to become a bit Swiss, but we also have to become a bit Chinese. My team [has] taken some Swiss work styles. But also on the other side, we are two Swiss working with China, and we’re both fluent Chinese speakers.

What advantages does Switzerland have for attracting Chinese tourists after the COVID-19 crisis has passed? Do you expect that Chinese tourists in Switzerland will change the way they travel after the crisis?

What we were expecting at the very beginning is that as soon as this virus is over, people will do nothing but travel. But … this coronavirus is not some kind of temporary illness that’s over, and everything goes back to how it was before. It will hopefully go back as much as possible, but it will not simply recover in a few weeks.

I strongly believe that the coronavirus will change us all, in our thinking. It brings us back to what is really essential in our lives. Most people will have a family revival. With your husband or wife, or with your kids, you’re forced to be together very close, and find a way to communicate more together, so family ties become more and more important. I saw this from your study and also heard it from friends in China, people who say “I really enjoy that, that I have more time with my family.” I think this is a quality which will have a strong impact on traveling. So people might travel more in families, probably will appreciate more things that you can do as a family

They might have more basic needs, like security, safety, more relaxed atmosphere, less crowded places, not just rushing through a place. Nature will become some sort of a new quality. I see a lot of topics and themes where Switzerland is very well positioned. So I think Switzerland will go stronger out of this crisis than we entered it. Not in terms of actual business, not in the short term. It’s not just that we think, let’s wait until the Golden Week, and then we’ll be back on track, and then 2021 will be again a fantastic year. We’re not going back there. We lost the base and we’ll have to restart. I think what Switzerland will lose is more market share in the mass market business. But I think we will strengthen our positioning in the individual travel market, so strategically, we’ll grow stronger out of this crisis.

In the long term, perhaps one effect that this crisis will have, is that we have to think about our travel behavior. I’m a frequent traveler, I love to travel around the world, but what I take out of this is, is that if people do a long-haul trip they stay longer, travel slower. This is something from the past – jumping from destination to destination. People should be more considerate in how they move.

A target for the future is sustainable travel, in an ecological, economical, and social dimension. If we position ourselves in the areas of sustainable tourism, we can’t say, “Fly as much as possible to Switzerland to be green here.” We need to think about what that means for our positioning. Even more, we’ll position Switzerland as a boutique destination, not a destination for a short weekend trip overseas. If you come to Switzerland, treat it as what it is. It’s a precious thing. It’s a boutique product you have to enjoy with all your senses. Come, stay, travel slow.

What does Switzerland Tourism do to promote off-the-beaten track destinations to Chinese travelers?

China is an interesting market for this. In China, [for] the mass, like everywhere in the world, it’s the big landmarks which everybody wants to see. If you think of a country, you have your two to three landmarks in mind which you know you have to see once in your lifetime, and so you work through your bucket list. But at the same time, Chinese are much more curious to go off the beaten track. We have been working very early on some solutions, on the product side, trying to reflect this and make proposals for how to experience Switzerland off the beaten track.

First of all, the best thing that Switzerland has on this side, is we have a Swiss Travel Pass, which includes the entire public transportation system of Switzerland – and the public transportation system is not just a combination of a couple of main lines, but it’s a very complex system that connects basically every part of Switzerland that has permanent inhabitants. This, for tourism, is an extremely precious tool to promote off the beaten track traveling. Chinese have really discovered this – China is by far the biggest market for this pass.

A second initiative is the Grand Tour of Switzerland, for self-drive. It’s a road experience in Switzerland, doing a circle, starting and ending from Zurich, so you can really experience the whole Switzerland on a self-drive base, with everything that Switzerland has to offer, with mountain passes, all the UNESCO World Heritage sites along the route, a lot of castles, old villages. This is the approach we take to bring people off the beaten track. This is not just telling cool marketing stories – you need to have the product for this.

Is the Swiss Travel Pass something you’ve promoted specifically to the Chinese market?

Yes, the Swiss Travel Pass is a product available for any person globally permanently living outside Switzerland. We promote it in many markets. It is most popular in China, Korea, the United States, then India, and Southeast Asia. We do a lot of marketing. In our Chinese team, two of our colleagues in the Switzerland Tourism Beijing office are officially members of the Switzerland Tourism team, but they are both 100% mandated to work on the Swiss travel system. We have two people working only for public transportation promotions in China, so we do a lot for this.

This spring, Switzerland Tourism is launching a new series of CTA Live online courses for the Chinese travel trade – why do you think it’s important to be doing B2B marketing to China, even during this period when international travel is frozen?  

We started to do travel trade webinars two years ago, so it’s the third season we’re doing it. In a big country like China, we’re not able to reach out to the masses or all the expanding number of agencies, boutique operators, and junior staff which need to be educated about Switzerland, so having such a platform, we consistently continue with our way of working with the Chinese travel trade. In addition to the webinars, we do have an e-learning platform, which is a self-study platform, which we’ve done for 13 years already. And a third step is also taking more networking with the travel trade for sales calls and taking it digital.

In the coronavirus environment, the only way that you can communicate with the travel trade or with anybody is digital channels, so it’s the right time to continue such an approach.

What do you have planned for content of this new series?

We have an annual plan for all of the units. We do this in close cooperation with our tourism partners. They can contribute with one session per season. We always combine two partners or two providers in one session, so it’s always roughly two 15-minute slots for a specific region or service provider, followed by a Q&A session. We try to cluster it along the season – the main seasons we promote in China is the summer season and the winter season. So there’s a series of webinars around the summer and around the winter. This is also an instrument that we’re trying to grow, to intensify, to do more. It’s a more convenient way to do education – they don’t need to commute, or spend a lot of time joining an event. You can easily do it at home, on your lunch break, or from your computer at work.

Are you adapting any content of the webinars in light of the coronavirus crisis?

Not really. We are not the public health authority. The webinar is to educate about traveling in Switzerland under the normal circumstances. Content-wise, we’ll definitely focus on qualities that Switzerland has in the long term. This is not sales; it’s educational and training. It’s for people who try to keep up to date. In the travel industry, education is so important because it’s about knowing so many destinations alongside each other. These online technologies that we have now to train people without them having to travel, that solves a big issue, and it’s a very powerful instrument to do long-term educational marketing.

Share this:

Popular tags

Quick links.

• Case Studies

Our partners

The wonderful partners we work with

Get in touch

• Email: [email protected]
• China: +86-10-6266 7530
• UK: +44 (0)20 3858 7823
• USA: [email protected]
• Media: [email protected]

Newsletter sign up

Sign up for our free newsletter to keep up to date on our latest news

Dragon Trail International will use the information you provide on this form to be in touch with you and to provide updates and marketing. Please select the option below to allow us to send monthly newsletters and information on upcoming events.

You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at [email protected]. We will treat your information with respect. For more information about our privacy practices please visit our website. By clicking below, you agree that we may process your information in accordance with these terms.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp's privacy practices here.

Subscribe our newsletter to get more information.

We do not share your details with any third parties. View our privacy policy .

This website or its third party tools use cookies, which are necessary to its functioning and required to achieve the purposes illustrated in the cookie policy. If you want to know more or withdraw your consent to all or some of the cookies, please refer to the cookie policy . By closing this banner, scrolling this page, clicking a link or continuing to browse otherwise, you agree to the use of cookies.

• The Star ePaper
• Subscriptions
• Manage Profile
• Change Password
• Manage Logins
• Manage Subscription
• Transaction History
• Manage Billing Info
• Manage For You
• Manage Bookmarks
• Package & Pricing

Interview: Switzerland expects China's outbound tourism to recover in 2023, executive says

Saturday, 14 Jan 2023

by Martina Fuchs

GENEVA, Jan. 13 (Xinhua) -- Switzerland Tourism expects a "bright recovery for travel from China to Switzerland" this year following the lifting of COVID-19 restrictions in China and plans new initiatives to lure Chinese travelers, a top executive said on Friday.

"We welcome the latest measures that the Chinese government took towards the reopening of outbound travel. This is a major step for Switzerland Tourism," Daniela Chiani, director for Greater China, told Xinhua in a virtual interview.

"We expect 2023 to be the start of the bright recovery for travel from China to Switzerland. However, we also acknowledge that there are still some structural impediments, and it will probably take some time until travel fully recovers."

Switzerland Tourism, the country's official tourism board headquartered in Zurich, is the national marketing and sales organization with 35 offices in 23 countries.

Its aim is to position Switzerland as a tourism brand standing for quality, naturalness, authenticity, sustainability and modernity, under the overall concept of "Swissness."

Switzerland Tourism has been present in China for 25 years after establishing a representative office in 1998.

"It is, of course, difficult to forecast, but Greater China has been the third most important source market for Switzerland Tourism," Chiani said.

The Federal Council said that the current pandemic situation "does not presently warrant" compulsory COVID-19 testing for travelers from China.

TOP DESTINATION

Before the pandemic, the landlocked Alpine nation of more than eight million people ranked among the favorite destinations for Chinese tourists in summer and winter alike.

The mountain resort of Zermatt at the foot of the Matterhorn, the city of Lucerne with its covered footbridge and the lake, the mountain resort of Interlaken, the United Nations city of Geneva and the banking center Zurich have all been on top of the bucket lists of international travelers.

"Switzerland Tourism has been continuously active in China over the past three years. It was incredibly important for us to stay in touch with the local industry and the travel trade, and to stay on top of the minds of the Chinese people," Chiani said.

On Dec. 8, 2022, China decided to optimize its COVID-19 response with new COVID-19 prevention and control measures to ease the restrictions on travel and visits to public venues. On Jan. 8, the Civil Aviation Administration of China relaxed certain COVID-19 restrictions on international passenger flights.

Earlier this week, the Chief Executive Officer (CEO) of the World Travel and Tourism Council (WTTC), Julia Simpson, told Xinhua she was bullish about the sector's recovery from the COVID-19 pandemic and expects exponential growth over the next decade mainly thanks to a boost from Chinese outbound travelers and foreign visitors to China.

FRESH START

Asked about new initiatives targeting the Chinese market this year, Chiani said that "Our partner destinations in Switzerland are ready to receive Chinese travelers back. We are currently working on different campaigns and products that we will be launching in 2023.

"Most importantly, in spring we will have our summer launch, where we will focus on the Grand Train Tour of Switzerland with the help of our brand ambassador, Roger Federer."

Swiss tennis star and 20-time Grand Slam champion Federer teamed up with Switzerland Tourism last year to drive its Grand Tour campaign for people to explore the country.

Covering more than 1,600 kilometers, the winding route takes visitors to some of the country's highlights, ranging from the majestic Alps to turquoise glacial lakes to tiny villages, including three UNESCO World Heritage Sites and five Alpine passes.

"In summer, Chinese travelers can hop on bicycles or swim in the country's rivers and lakes. In autumn, we will promote seasonal activities and get ready for the winter season and hope to welcome the many, many fans of the snow and ice industry in China."

In 2022, Beijing hosted the Olympic Winter Games for the first time, inspiring many Chinese to learn winter and snow sports, such as cross-country skiing, ice hockey or snowboarding.

Over 346 million Chinese people have participated in winter sports activities since Beijing's successful Olympic bid in 2015, making the country's goal of engaging 300 million people in winter sports a reality, according to China's National Bureau of Statistics.

The number of people participating in ice and snow sports is expected to surpass 50 million by 2025, according to the 2016-2025 development plan for ice and snow sports released by the central government.

Found a mistake in this article?

Report it to us.

Thank you for your report!

Nurturing future leaders for professional success

Next in world.

Trending in News

Air pollutant index, highest api readings, select state and location to view the latest api reading.

• Select Location

Source: Department of Environment, Malaysia

Others Also Read

Best viewed on Chrome browsers.

We would love to keep you posted on the latest promotion. Kindly fill the form below

Thank you for downloading.

We hope you enjoy this feature!

Interview: China's visa-free policy for Switzerland to boost tourism

by Martina Fuchs

GENEVA, Jan. 30 (Xinhua) -- China's newly-announced visa-free policy for Switzerland should boost tourism flows between the two countries in the wake of the COVID-19 pandemic, a top Swiss executive said on Monday.

"As the National Tourism Board of Switzerland, we of course welcome any removal of barriers that makes it easier to travel," Daniela Chiani, director for Greater China at Switzerland Tourism, told Xinhua in a virtual interview.

"2023 was largely a transition year after the pandemic. We are very much looking forward to 2024, the first normal year after 2019. We expect right now around 1 million to 1.2 million overnight stays from Greater China in 2024, or around 65 percent of the 2019 levels," Chiani said.

According to Switzerland Tourism, Chinese tourists spent the most before the pandemic, shelling out an average of 380 Swiss francs (440 U.S. dollars) per person per day.

In 2019, Chinese guests made 1.8 million overnight stays in Switzerland, making them the fourth-largest market for the country.

On Jan. 15, China announced it would apply a unilateral visa-free policy to Switzerland. Meanwhile, the Swiss side will provide more visa facilitation for Chinese citizens, as well for as Chinese enterprises investing in Switzerland.

On the 75th anniversary of the establishment of diplomatic ties between China and Switzerland next year, the two countries will seize the opportunity to strengthen people-to-people exchanges, Chinese Premier Li Qiang and President of the Swiss Confederation Viola Amherd said after a meeting in the Swiss capital Bern earlier this month.

Before the pandemic, the landlocked Alpine nation of more than eight million people ranked among Chinese tourists' favorite destinations in both summer and winter.

Asked about new initiatives targeting the Chinese market this year, Chiani said: "Through the years of the pandemic, Chinese consumers' tastes have diversified a lot. We want to make sure that we target all the different needs with different campaigns. It's going to be digital and it's going to be interactive."

Switzerland Tourism is the country's national marketing and sales organization, with 35 offices in 23 countries. It has been present in China for 26 years. ■

• Asia & Pacific
• Middle East
• North America
• South America
• Organizations
• Live in China
• Work in China
• Doing Business
• Visit China
• Study in China
• Special Reports
• Corrections
• Qiushi Journal
• China Daily
• China.org.cn
• People's Daily

Switzerland Tourism

Switzerland’s appeal as a holiday destination is largely due to the fact that it makes more holiday dreams come true in a small area than many larger countries you could mention! Thanks to its scenic and climatic diversity, you’ll find glaciers and palm trees and snow and lakes very close together. And with its highly developed tourism and transportation infrastructure, and a clean and safe environment, Switzerland brings it all to be one of the world’s leading tourism destinations.

Since more than 90 years, Switzerland Tourism, the country’s National Tourism Board, is promoting Switzerland as a travel, holiday and convention destination both in Switzerland and abroad. Today, with a team of 240 members of staff, based in 28 countries, Switzerland Tourism is active on 34 different markets. Leadership through quality, dynamism, transparency and mutual agreements are the elements, which form the basis of our business philosophy both on an internal and external level.

In 1998, Switzerland Tourism started to operate in the Peoples Republic of China as the first European National Tourism Organization. Up to now, Switzerland Tourism China runs three offices with eleven staff members all over Greater China (Beijing, Shanghai, and Hong Kong).

• Official partners
• Media partners
• Advertise with us
• Sponsor LPS
• LPS SHANGHAI 2024
• Coming Soon

Copyright © 2015-2025 lps – the luxury properties showcase ltd. All rights reserved. text, graphics, and html code are protected by copyright laws And may not be copied or otherwise distributed.

Website Design Beijing |

LPS | Contact US

Chinese Tourists Agency

Switzerland attracts more Wealthy Chinese Tourists

Prior to the onset of the novel coronavirus pandemic, Chinese tourists held the distinction of being the most financially lucrative group of visitors to Switzerland .

Rich Chinese tourists are drawn to Switzerland for various reasons in 2024, including:

• Exquisite Alpine Landscapes: Switzerland’s breathtaking alpine landscapes, with snow-capped peaks, pristine lakes, and picturesque villages, offer rich Chinese tourists an unparalleled natural beauty and a serene escape from urban life.
• Luxury Lifestyle and Hospitality: Switzerland is renowned for its high-end luxury hospitality industry, offering opulent accommodations, fine dining experiences, and exclusive services tailored to the discerning tastes of affluent travelers.
• Prestigious Shopping and Luxury Brands: Swiss cities like Zurich and Geneva are synonymous with luxury shopping, featuring upscale boutiques and renowned Swiss watchmakers such as Rolex, Patek Philippe, and Omega, catering to the affluent Chinese clientele’s penchant for luxury goods.
• Health and Wellness Tourism: Switzerland is known for its renowned wellness resorts, thermal spas, and medical facilities, attracting affluent Chinese tourists seeking rejuvenation, relaxation, and access to world-class healthcare services amidst stunning natural surroundings.
• Safe and Secure Environment: Switzerland’s reputation as a safe, stable, and politically neutral country appeals to rich Chinese tourists seeking a secure destination for leisure, investment, and wealth management, providing peace of mind during their travels.

According to Switzerland Tourism , these visitors were spending an impressive average of 380 Swiss francs ($425) per person per day . This high level of expenditure underscored the significant economic contribution made by Chinese tourists to the Swiss tourism industry.

In the year 2019, Switzerland witnessed a remarkable influx of Chinese travelers , with the number of overnight stays by Chinese guests reaching a noteworthy 1.8 million . This surge positioned mainland China as the fourth-largest source market for Switzerland, highlighting the substantial interest the Chinese people had in exploring the Swiss landscape and experiencing its unique offerings. However, the subsequent years bore witness to a sharp decline in visitor numbers, with only 2 to 10 percent of 2019’s totals recorded during each of the past three years.

Despite the challenging circumstances, there are now encouraging signs of recovery in the Chinese tourist market. Visa demand , an important indicator of travel intent, has rebounded to reach 30 percent of the levels observed in 2019. This resurgence in visa applications signifies a growing interest among Chinese tourists to once again embark on journeys to Switzerland, suggesting a gradual return to pre-pandemic travel patterns.

This positive trend instills hope in the Swiss tourism industry, as it anticipates the revival of Chinese tourism and the subsequent boost to the country’s economy. The gradual recovery of Chinese tourism presents a promising opportunity for businesses interested in tapping into this market in 2023.

Tourism in Switzerland

Before the pandemic, in 2019, the tourism industry played a significant role in Switzerland’s economy, contributing 2.9% to the country’s GDP. It also served as a major source of employment , employing approximately 181,700 people in full-time equivalents, which accounted for 4.4% of total employment in the country. The economic impact extended further with international travel receipts amounting to CHF 16.6 billion , representing 4.1% of total exports. Notably, travel exports constituted a substantial portion of total service exports, accounting for 13.4% .

The thriving tourism industry not only bolstered the economy but also stimulated the hospitality sector , creating a significant demand for accommodation services . The surge in overnight stays highlighted the allure of Switzerland as a preferred travel destination among international travelers , demonstrating the country’s ability to attract and cater to a diverse range of visitors.

Chinese travelers played a noteworthy role in Switzerland’s tourism landscape . China was the fourth largest contributor to Switzerland’s tourism market, making up 7.5% of its foreign tourists . Their presence and contributions further accentuated the significance of the Chinese market for the Swiss tourism industry.

Chinese tourists, known for their affinity for exploring new destinations and experiencing different cultures, were an important segment of the international tourist arrivals in Switzerland. Their interest in Switzerland’s picturesque landscapes , vibrant cities, and rich cultural heritage made them a sought-after target for the country’s tourism sector.

The allure of Switzerland’s natural beauty , including the Swiss Alps , pristine lakes, and charming towns, resonated strongly with Chinese travelers. The country’s reputation for offering high-quality tourism services and its commitment to providing exceptional experiences to visitors from around the world were key factors that attracted Chinese travelers.

Chinese tourists are big spenders, who are not afraid to spend their money on luxury or shopping trips. That is very positive for the Switzerland tourism industry. Tourists from China represent a real mine of gold for Switzerland.

In China, going on vacation in Switzerland is synonymous with well-being and wealth . Switzerland is a dream destination that is extremely expensive and is very favored by rich Chinese citizens.

In Switzerland, the most popular destinations for Chinese tourists are Lucerne and its surroundings. Sibylle Gerardi, responsible for communication at Lucerne Tourism said: “The Chinese are today in the region (Lucerne, Uri, Schwyz, Nidwalden, and Obwalden) our second market after Swiss tourists”. The tourist office invests a lot to seduce.

For Switzerland Tourism, China is a strategic market: “They have a high growth potential more than average,” said Veronique Kanel, spokesman for Switzerland Tourism.

Chinese President Xi Jinpings’ visit to Switzerland

Switzerland Tourism is given intended to step up its promotional activities in China, creating several events on-site. This new program allowed to development of many approaches including participation in a major show dedicated to winter sports.

In total, Switzerland Tourism had planned to invest that year 3.9 million francs in Chinese market operations or the 6.4% of its annual marketing budget.

The strategy chosen by Switzerland Tourism is to target wealthy Chinese tourists , who already know Europe for coming at least once already, and who dream to offer a great vacation, traveling individually or in a small group.

Moreover, with the arrival of the 2022 Winter Olympics in Beijing , the Chinese have a greater interest in the activities of gliding. But only those who have plenty of money can come to Europe to ski.

For example, Champéry made considerable efforts to welcome Chinese tourists and reduce culture shock. For proof, thanks to Suissechic, two Chinese chefs worked at a restaurant in the station. Thus, tourists were able to find the flavors of their country. Furthermore, a translator was available to them.

The strengths of Switzerland for many Chinese tourists  

Switzerland quickly seduced Chinese tourists traveling abroad, because the country has what Chinese tourists are looking for when they go on a trip abroad.

There are no Swiss regions that don’t feed some tourist ambition, with its many hotels and luxury shops that allow the Chinese shoppers to indulge in their favorite pastime on a trip. 50% of the budget of Chinese tourists is indeed dedicated to shopping.

Switzerland has also adapted to Chinese consumers by including the possibility to pay for purchases with union pay , a payment system with which almost all Chinese Bank cards will work.

Another charm of Switzerland for Chinese tourists: the mountain resorts , for mountaineering and hiking in the summer, or for skiing in the winter, as well as stations on a lake for water activities. In addition, many cities are tourist destinations and many rustic areas, including the long chain of the Jura.

For tourists, the Alps are indisputably the big attraction. In summer, they come for hiking and climbing in the winter for snow and skiing.

How to attract Chinese tourists to Switzerland?

The Chinese market is renowned for its fierceness and competitive nature. When it comes to attracting and captivating Chinese tourists and converting them into clients, the strategy must be unique , fragmented , and dynamic within the ever-evolving landscape of China’s social media platforms.

Influences of Little Red Book (instagram) on Travelers in China:

• Destination Discovery: Little Red Book (Xiaohongshu) serves as a valuable platform for Chinese travelers to discover new destinations, attractions, hotels, restaurants, and shopping spots through user-generated content, reviews, and recommendations. Travelers rely on the platform’s authentic and detailed travel guides and experiences shared by fellow users to plan their trips effectively.
• Influencer Marketing: Little Red Book has emerged as a powerful influencer marketing platform, where travel influencers (KOLs – Key Opinion Leaders) share their travel experiences, tips, and recommendations with millions of followers. Influential KOLs on the platform play a significant role in shaping travel trends, influencing destination choices, and driving consumer behavior among Chinese travelers.
• Purchase Decision Support: Chinese travelers use Little Red Book as a trusted source for researching and making informed purchase decisions related to travel products, including skincare, cosmetics, fashion, and travel accessories. Reviews, ratings, and user-generated content on the platform help travelers evaluate the quality, authenticity, and popularity of products before making a purchase, enhancing their overall travel experience.

7 Tips to Use Little Red Book to Promote Business among Chinese travelers:

• Engage with KOLs: Collaborate with influential travel KOLs on Little Red Book to promote your business. Partnering with KOLs can help increase brand visibility, credibility, and engagement among their followers.
• Create Authentic Content: Share authentic and visually appealing content on Little Red Book, including high-quality photos, videos, and product reviews. Authentic content resonates well with Chinese travelers and can help build trust and loyalty for your brand.
• Utilize Hashtags: Use relevant hashtags related to travel and tourism to increase the visibility of your posts on Little Red Book. Hashtags help users discover your content more easily and can attract a larger audience interested in travel-related topics.
• Run Promotions and Contests: Organize promotions, giveaways, and contests on Little Red Book to incentivize user engagement and encourage participation. Promotions can help generate buzz around your brand and attract new followers and customers.
• Leverage User-Generated Content: Encourage customers to share their travel experiences, photos, and reviews of your products or services on Little Red Book. User-generated content adds authenticity and credibility to your brand and can influence other travelers’ purchase decisions.
• Invest in Ads: Consider investing in targeted advertising on Little Red Book to reach a broader audience of Chinese travelers. Sponsored posts, banners, and promoted videos can help increase brand awareness and drive traffic to your business.
• Monitor and Respond to Reviews: Monitor and respond to reviews and comments about your business on Little Red Book promptly. Addressing customer feedback, questions, and concerns in a timely manner demonstrates your commitment to customer satisfaction and can help build a positive reputation for your brand.

Chinese tourists place great importance on being exposed to rich and authentic content before committing their interest. They seek genuine experiences that provide them with a true sense of the destination’s culture, history, and unique offerings. In order to successfully tap into this market, tourism agencies must first understand the expectations of Chinese tourists and adapt their services accordingly.

Chinese tourists appreciate cultural sensitivity and personalized experiences . Ensure your marketing materials and services reflect an understanding of Chinese customs, traditions, and preferences. This may include providing Chinese language support, offering familiar Chinese cuisine options, and accommodating specific requirements such as WeChat Pay or Alipay payment methods.

Chinese travelers have become increasingly sophisticated in their choices and preferences. They are drawn to high-quality services and experiences that are authentic and exclusive in nature. This discerning clientele appreciates the attention to detail, personalized touches, and a focus on providing exceptional service.

Google is blocked in China, companies that understand this will have a competitive advantage because they will build up a better online image and reputation.

Baidu is the dominant search engine in China , website in Mandarin, and optimizing your online presence for Baidu search is crucial. Conduct keyword research to identify popular search terms and incorporate them into your website content, meta tags, and headers.

Creating localized landing pages in Chinese with relevant, informative, and engaging content will improve your visibility on Baidu and increase organic traffic to your website.

Chinese Social Media Platforms

Chinese tourists heavily rely on social media for travel inspiration, recommendations, and information. Establishing a strong presence on popular platforms like WeChat , Weibo, and Douyin (also known as TikTok) is essential.

• Create engaging content in Chinese that showcases the unique aspects of Switzerland, such as stunning landscapes, cultural experiences, and local attractions.
• Collaborate with key opinion leaders (KOLs) or influencers in the travel and lifestyle niche to amplify your reach and credibility among Chinese audiences.
• Encourage Chinese tourists to share their experiences in Switzerland through user-generated content (UGC) . Organize contests or campaigns that incentivize travelers to post pictures, videos, and reviews of their trips to Switzerland on social media platforms.

This type of authentic content generated by fellow Chinese tourists can significantly influence others’ travel decisions and create a sense of trust and excitement around visiting Switzerland.

Chinese Travel Apps

Partner with popular Chinese travel apps such as Ctrip, Qunar, or Fliggy to promote your destination and offer exclusive deals or packages. These platforms are widely used by Chinese travelers for booking flights, accommodations, and local activities.

By featuring on these apps, you can increase your visibility and attract potential visitors to Switzerland.

Collaborations with Chinese Travel Agencies

Establish partnerships with reputable Chinese online travel agencies that specialize in outbound tourism. These travel companies can help you tap into their established networks, access their customer base, and benefit from their expertise in promoting Swiss destinations to Chinese travelers.

Targeting Chinese Travelers: Partner with Our Agency for Success

At our agency, with over 20 years of experience, we are here to support businesses in attracting Chinese customers to Switzerland. Our dedicated focus on Chinese social media channels and our deep understanding of the digital landscape in China make us the ideal partner for your marketing needs.

Our agency’s target is to be renowned as a trusted Chinese social media channel that supports our clients in effectively engaging with Chinese travelers. We aim to educate and explain how digital strategies work in China, demonstrating our industry expertise and commitment to your success.

Whether you are a Swiss tourist agency, hotel, transportation provider, lodging establishment, entertainment service, tour guide, travel agent, or Swiss tour operator, we have the knowledge and skills to help you enter and thrive in the Chinese market. We understand the nuances of attracting Chinese tourists and can guide you in improving your online visibility to ensure you receive a steady influx of Chinese visitors.

By partnering with us, you can benefit from our comprehensive understanding of the Chinese tourism landscape, our proficiency in Baidu SEO, and social media marketing, and our ability to tailor strategies that resonate with Chinese travelers. We guarantee that our expertise will help you attract more Chinese tourists and grow your tourism business in China.

Contact us today and let us assist you in unlocking the vast potential of the Chinese market. Together, we can enhance your online presence, increase your visibility, and ultimately drive more Chinese tourists to experience the wonders of Switzerland.

Similar Posts

Chinese tourists in Cameroon: Opportunities for Local Travel Companies

900,000 international tourists visited Cameroon in 2015 Tourism in Cameroon Tourism in Cameroon is a growing industry. Since the 1970s, the government of Cameroon has developed the tourism industry by creating a ministry of tourism and by encouraging investment by airlines, hotels, and travel agencies. “All of Africa in a single Country”, Cameroon is described…

China Overtakes U.S. in Luxury Watch Demand

China has surpassed the U.S. as being the country exhibiting the very best demand from customers for luxurious watches according to Online queries, in accordance to the study produced Wednesday. China signifies 23 per cent of all watch-related queries, based on the World Watch Report, published by Electronic Luxury Group. Gaining the most attention in China is Omega (20.2 % of lookups there), followed by Longines (18.9 %) and Rolex (10.5 %). It is the initial time since the study commenced in 2004 which the U.S. was…

Chinese Tourists are looking for Local Experience

[et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”3.22″][et_pb_row custom_margin=”-31px|auto||auto||” admin_label=”row” _builder_version=”3.26.5″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”Text” _builder_version=”3.26.5″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] As the number of Chinese outbound traveler’s continue to rise, their travel preference and behavior are undergoing significant changes. They are not the typical shopping tourist. They prefer experience-based travel. Instead of looking…

Spain ranked as the fifth most popular destination for Chinese tourists

As we can see, Spain is among the favorite Chinese destination. Chinese tourists contributed $1.82 billion to the Spanish economy last year. A lot of Spanish cities such as Barcelona and Madrid have responded by developing new strategies to cater to the ever-increasing number of Chinese visitors. Barcelona’s Gaudí: The iconic Barcelona building attracts an…

Chinese tourists are increasingly venturing beyond Berlin’s cultural attractions

Focus on what is new and provide travelers with good reasons to spend more time at your destination. Chinese tourists are increasingly drawn to enjoying local experiences when traveling abroad. Berlinische Galerie, Berlin’s Museum of Modern Art, is tapping into this desire by offering Chinese visitors exclusive 90-minute guided tours and workshops in Mandarin. Visit…

China and Finland’s winter sports cooperation is expected to boost tourism2019

Monday 14th January was the inauguration of the opening ceremony of 2019 China-Finland Year of Winter Sports. For this special event, the Finnish President Sauli Niinisto and the First Lady, Jenni Haukio, traveled to Beijing, China. They received a warm welcome from President Xi Jinping and his wife, Peng Liyuan. The ceremony took place at…

12 Comments

• Pingback: Are French Riviera tourism operators ready for China’s National Week? – Access Riviera

My name is Gaetan, 22 years old from Switzerland. I’ve read your article about chinese tourists visiting more and more my country. I also travelled in many countries in the world and I found that many tourists (who can’t speak french or german) are not often well treated. As you maybe know, prices in Switzerland are really expensive, but it is important for a tourist to get what he paid for.

This is why I’m starting slowly my own business by purposing some private tours in my country. (pick up at airport, selection of hotels / restaurants if needed, original tour by a young swiss citizen.

Do not hesitate to reply me if you need more informations. Best regards,

Hello Gaetan,

My name is Carmen and I am a Zurich photographer specialized in portrait photography. I’m reaching out to you in hopes of discussing a possible opportunity to work together in the future. Recently I’ve been approached by a number of tourists looking for a photographer to document their trip in Switzerland. If you think that this is a service you could offer please feel free to get in contact with me at [email protected] .

You can check out my work here: http://www.carmen.photo

It would be great to have a discussion and establish a relationship so that we can hopefully find some synergy together. Thank you!

I would like to understand ./// Why do the Swiss People dislike Chinese tourists?

Heloo my name is atazaz I am from Pakistan city GIlgit I would like attract to world my city is natural beautiful and have good environment and culture people of Gilgit baltistan is very hospitable and frank kindly visit here and enjoyed from good weather and natutal beauty we have high peak like k2 mountain is located here and the others small mountains are here thanks.

Zurich has been my favourite place ive been in , I had the best time , the food was amzing and the landscape was always beautiful.

its great to see how many tourists that come from china contribute to switzerlands tourism specially with what has happened lately in the world it offers hope to stabilize things.

its great how so many countries recieve with open arms the tourists from so many different backgrounds , switzerland is the pinnacle of traveling cant wait to visit.

Hello Im half swiss but have lived all my life in Panama city, I have visited a couple of times and it has been great and would like to return soon

Hello I had the amazing opportunity to visit zurich last year because one of my best friends is living there and it was great, I did notice a lot of Asian tourists , so I can say this read is correct!!

Swiss people have been so warm to me and my family every time we have visited literally cannot recommend it enough.

Hello I live in Hong kong and went to Switzerland 8 years ago and it has been the best trip I have ever had. fully recommended.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Notify me of follow-up comments by email.

Notify me of new posts by email.

• Interview: China's visa-free policy for Switzerland to boost tourism

by Martina Fuchs

GENEVA, Jan. 30 (Xinhua) -- China's newly-announced visa-free policy for Switzerland should boost tourism flows between the two countries in the wake of the COVID-19 pandemic, a top Swiss executive said on Monday.

"As the National Tourism Board of Switzerland, we of course welcome any removal of barriers that makes it easier to travel," Daniela Chiani, director for Greater China at Switzerland Tourism, told Xinhua in a virtual interview.

"2023 was largely a transition year after the pandemic. We are very much looking forward to 2024, the first normal year after 2019. We expect right now around 1 million to 1.2 million overnight stays from Greater China in 2024, or around 65 percent of the 2019 levels," Chiani said.

According to Switzerland Tourism, Chinese tourists spent the most before the pandemic, shelling out an average of 380 Swiss francs (440 U.S. dollars) per person per day.

In 2019, Chinese guests made 1.8 million overnight stays in Switzerland, making them the fourth-largest market for the country.

On Jan. 15, China announced it would apply a unilateral visa-free policy to Switzerland. Meanwhile, the Swiss side will provide more visa facilitation for Chinese citizens, as well for as Chinese enterprises investing in Switzerland.

On the 75th anniversary of the establishment of diplomatic ties between China and Switzerland next year, the two countries will seize the opportunity to strengthen people-to-people exchanges, Chinese Premier Li Qiang and President of the Swiss Confederation Viola Amherd said after a meeting in the Swiss capital Bern earlier this month.

Before the pandemic, the landlocked Alpine nation of more than eight million people ranked among Chinese tourists' favorite destinations in both summer and winter.

Asked about new initiatives targeting the Chinese market this year, Chiani said: "Through the years of the pandemic, Chinese consumers' tastes have diversified a lot. We want to make sure that we target all the different needs with different campaigns. It's going to be digital and it's going to be interactive."

Switzerland Tourism is the country's national marketing and sales organization, with 35 offices in 23 countries. It has been present in China for 26 years. Enditem

Go to Forum >> 0 Comment(s)

Add your comments....

• User Name Required
• Your Comment

Davos: From global elite hub to rising ski destination for China

Every January, Davos takes center stage, capturing the world's attention for a week during the annual meeting of the World Economic Forum.

This small Swiss alpine village becomes a magnet for global elites, drawing influential figures such as Bill Clinton, Christine Legarde and Bill Gates to its slopes. As skiing and snowboarding gain popularity in China, experts predict that it may soon emerge as the next sought-after leisure destination for the country's elites and affluent individuals.

The Beijing 2022 Winter Olympics acted as a catalyst, propelling exponential growth in China's ice and snow industry. By the end of 2021, over 340 million people had engaged in various winter sports. Renowned Chinese CEOs, including Wang Shi (founder of China Vanke), Lei Jun (founder of Xiaomi), and Michael Yu (founder of New Oriental Education), are frequently spotted on ski slopes worldwide.

With the World Economic Forum increasingly attracting Chinese entrepreneurs and the ultra-rich, industry analysts perceive a natural connection, positioning Davos as the upcoming chic skiing destination for the Chinese elite.

Mark Thomas, managing director of S2M Consulting, a China-focused sports event company, says: “Wealthy Chinese people now very much see themselves as part of the international elite and in this ‘jet-set’ community winter sports holidays are part of the lifestyle norm so it’s only natural for those Chinese high-net-worth individuals to join that club and follow suit.”

Thomas believes that the rising popularity of winter sports in China will be a crucial driver for global winter sports tourism. Resorts like Davos are expected to benefit significantly from this trend.

Strategic Investments and Initiatives: Davos Prepares for the Influx #

Destination Davos Klosters, the regional tourism board, began investing in the Chinese market back in 2014. The primary focus was on attracting Foreign Individual Travelers (FITs) who prefer small group or family travel over large group/bus tourism and highlight sightseeing.

In 2024, Switzerland Tourism launched a pilot project, "Chinese ski instructors," targeting the world’s most populous nation. The Destination Davos Klosters was among the eight Swiss destinations involved, aiming to further appeal to the Chinese market and solidify its position in the global winter sports landscape.

Samuel Rosenast, head of communications and content at Destination Davos Klosters, underscores the significance of seizing the opportunity presented by the escalating popularity of skiing in China. He states, "The rising popularity of skiing in China is certainly a great opportunity for us. But it is for all destinations in Europe and North America. It is therefore essential that we take this potential seriously and invest accordingly in the Chinese market. Thanks to the World Economic Forum, Davos should also be well known in China. This can be an advantage when developing the market."

Rosenast highlights Davos Klosters' diverse offerings, including cross-country skiing, lifestyle experiences, iconic train rides, and health tourism, setting it apart from other winter sports destinations. The destination boasts a well-known and sizeable congress center, a major pillar of its destination strategy.

Surging Winter Tourism: 400 percent increase from China to Switzerland #

Before the onset of the pandemic, winter tourism from China to Switzerland witnessed a remarkable surge, registering a staggering 400 percent increase over the past decade. This growth surpassed that of any other source market, as reported by Switzerland Tourism .

Daniela Chiani, greater China director at Switzerland Tourism, underscores the evolving landscape, stating, “While Chinese tourists increasingly explore Switzerland during the winter season, there remains a notable absence of Chinese skiers or snowboarders on Swiss slopes. I am convinced that the untapped potential in this segment is enormous for Switzerland. Hence, the winter campaign stands as a cornerstone of Switzerland Tourism's key initiatives in the Chinese market.”

Chiani predicts that the heightened interest in snow sports in China will likely influence global product development and services. Resorts and destinations aspiring to attract Chinese winter guests must delve deeper into understanding the unique needs of the Chinese market, crafting tailor-made offerings to cater to this growing demographic.

China's Skiing Market: A Global Force #

Wu Bin, author of the China Ski Industry White Book, forecasts China's skiing market's rapid growth, anticipating a skier population exceeding 40 million in the next five years. This trajectory positions China on track to gradually approach or even exceed leading skiing countries such as the United States, France, and Austria.

Wu suggests that Davos has the potential to attract more Chinese elites in the future, contingent on the World Economic Forum incorporating themes related to Chinese entrepreneurs or extending invitations to more Chinese entrepreneurs. Presently, Hokkaido in Japan remains the preferred skiing destination for Chinese billionaires. The evolving dynamics of the skiing market and the strategic alignment of global events will likely influence the preferences of Chinese elites in their choice of skiing destinations, he adds.

Laurent Vanat, the author of the annual International Report on Snow and Mountain Tourism, emphasizes the significant impact on the global ski industry due to China's emergence as a formidable market with immense potential.

“It has been adding up 20 million of skier visits in the yearly visitation recorded by the industry worldwide, compensating for the decline in several other markets. It is estimated that China has also been adding 30 million of skiers to the 115 million that were estimated worldwide at the beginning of the 2000s,” he adds.

While overseas ski travel remains a niche market for Chinese enthusiasts, Vanat acknowledges that its significance is poised to endure. Given the vast population of China, even a niche market holds substantial importance.

Vanat emphasizes that Davos is well-suited to attract Chinese skiers, offering a vast ski area, stunning mountain scenery, snow reliability, internationally acclaimed hotels, and global recognition through events like the World Economic Forum. The presentation of a pair of skis by the Swiss President to President Xi notably elevated Davos's popularity among Chinese visitors, he adds.

Key Takeaways #

• The popularity of skiing and snowboarding in China is expected to drive global winter sports tourism, with resorts like Davos poised to benefit significantly from this trend, as evidenced by a 400 percent increase in winter tourism from China to Switzerland in the decade prior to the pandemic.
• Strategic investments and initiatives, such as the "Chinese ski instructors" pilot project launched by Switzerland Tourism aim to cater specifically to the Chinese market.
• For destinations looking to attract the burgeoning Chinese skiing market, understanding and catering to the unique needs and preferences of Chinese winter sports enthusiasts through tailor-made offerings and experiences is crucial.
• The future of global skiing destinations, including Davos, hinges on their ability to engage with and accommodate the preferences of Chinese skiers, who are rapidly becoming a formidable force in the global ski market, with potential implications for product development and service offerings worldwide.

We've detected unusual activity from your computer network

To continue, please click the box below to let us know you're not a robot.

Why did this happen?

Please make sure your browser supports JavaScript and cookies and that you are not blocking them from loading. For more information you can review our Terms of Service and Cookie Policy .

For inquiries related to this message please contact our support team and provide the reference ID below.

• China Edition

• China Daily PDF
• China Daily E-paper

Chinese tourists return to Switzerland

By WANG MINGJIE in London | China Daily Global | Updated: 2023-05-10 09:19

The number of Chinese tourists visiting Switzerland will increase rapidly in the coming months, a senior official at the nation's tourism agency has said.

Simon Bosshart, chief markets officer East for Switzerland Tourism, said he is confident about a return of Chinese visitors following the lifting of pandemic restrictions, adding: "China will become a very important market for Switzerland once again."

Before the novel coronavirus pandemic began, Chinese visitors were the highest-spending group visiting Switzerland, where people spent an average of 380 Swiss francs ($425) per person per day, according to Switzerland Tourism.

In 2019, the number of overnight stays by Chinese guests reached 1.8 million, making China the fourth-largest source market for Switzerland. However, the number of visitors fell to between 2 percent and 10 percent of 2019's totals during each of the past three years.

Bosshart, who was the agency's China director and who has been involved in the Chinese market for more than 17 years, noted it is always striking how quickly things change in China.

"With its ambitious and fast-developing nature, once things really arrive in China, China is much quicker in transforming into a reality than any other countries," he said.

The pent-up demand for travel to Switzerland from China is already evident, he said "with visa demand back to 30 percent in January and February, compared to the same period in 2019".

"This is a very clear sign of recovery," he said.

While the Chinese market is currently small, Bosshart believes its potential is massive.

"China is a huge market with a population that is developing fast, living in big cities, and looking for authentic experiences, pure nature, and relaxing environments. Switzerland is well-positioned to meet the needs of Chinese tourists for such unique experiences," Bosshart said.

He believes quality tourism will recover faster and shape the future of the market following the pandemic.

"I think the role of China has changed. Before COVID-19, China was a mass market, but now the market will fundamentally change in its quality. Europe has come to the limit when it comes to capacity for mass tourism, especially in destinations like Switzerland, which is not a cheap destination."

According to feedback from Chinese tour operators, he said the needs of Chinese tourists are changing.

"Therefore, we are very strongly focused on quality tourism. That means smaller groups, themed travel, family travel, individual travel, skiing, hiking, biking, and cultural trips," Bosshart said.

He emphasized that sustainable travel is also a major focus for Switzerland's tourism board. With European governments promoting sustainable travel and requiring tourism boards to promote it as well, Switzerland is putting a lot of effort into the area.

While the wholesale business may be challenged, individual travel, especially deep traveling, is what people want, and the younger generation is also concerned about sustainability, he added.

Bosshart said Switzerland Tourism hopes to recover to 50 percent of 2019's total number of visitors this year, which is an ambitious goal.

"However, even if it is 40 percent, it is still considered good progress," he said. "We anticipate a full recovery by 2026, but are not striving for the same type of business as before. Instead, we aim to provide more quality tourism, which may lead to fewer guests who stay longer and spend more money."

Gary Bowerman, Asia travel and consumer trends analyst and director of the consultancy Check-in Asia, said: "Switzerland has established a strong reputation in China for the quality and prestige of its brands and products and as a tourism destination, so it is well placed to attract affluent tourists who want to explore the country and learn about its history, culture, landscapes, and cuisines in more detail."

When it comes to sustainable travel, Bowerman said it is not only about the tourists themselves, but also about how destinations design and promote low-impact experiences that actively support environmental protection and reduce negative community impact.

Dimitrios Buhalis, head of the tourism and hospitality department at Bournemouth University, echoed the view, saying: "Sustainability is essential for destination management and also for ensuring that tourism benefits local communities.

"Destinations need to look after their resources and ensure that they support the experience of their customers. This is a global trend and will involve travelers and the entire tourism industry."

Visa – Entry to and residence in Switzerland

Switzerland and China

Eda.base.components.templates.base.accesskeys.

• Visa & entry to Switzerland

Various regulations apply for entering Switzerland. A basic distinction is made between citizens of the European Union (EU) and European Free Trade Association (EFTA) countries and those of other countries. The State Secretariat for Migration (SEM) is the responsible authority in Switzerland.

Since Switzerland’s adherence to the Schengen and Dublin agreements came into force (12 December 2008), Swiss representations abroad are able to issue certain categories of visa, depending on the length of stay and purpose of the journey in Switzerland. Please select one of the following options.

All Swiss visa centers are operating normally in China. Requests for all types of visa, including for tour groups, may be submitted to the visa center of the respective consular district. 

Schengen visa for a stay of up to 90 days

For persons wishing to enter Switzerland for a short stay of up to 90 days within a 180-day period: for example, in a context of tourism, a visit to relatives or friends, short-term language studies, participating in a conference or in sporting/cultural events, etc.

National visa for a stay of more than 90 days

For persons wishing to enter Switzerland for a stay of more than 90 days within a 180-day period. It is subject to the authorisation of the cantonal migration authority competent for the intended place of residence. For example: long-term student, family reunification, marriage in Switzerland, etc.

Airport transit visa

For citizens of certain countries who need a transit visa even if they are staying in the international transit area of the airport and do not enter the Schengen territory.

Labour / Work permits

Admission of foreign workers to an employer in Switzerland is subject to the authorisation of the competent cantonal authority. The entry visa is granted only when the requested authorisations have been delivered.

Start of page Last update 02.08.2023

Navigate to myswitzerland.com

Destinations

Your swiss holiday time.

Holiday destinations

• Summer holiday destinations
• Winter sports & ski resorts
• Family destinations

Attractions

• Top attractions
• UNESCO World Heritage sites / biospheres

Travel by train, bus or boat

Top museums.

• Swiss Parks
• Scenic nature

Experiences

Additional content about subnavigation experiences.

• Family excursions
• Food & Wine
• Group excursions

Guided tours

Summer & autumn.

• Bicycle & Mountain bike
• Adventure & Sports Summer
• Zoo & animal experiences
• Ski and snowboard
• Cross-country skiing
• Snowshoe and winter hiking
• Tobogganing
• Winter excursions
• Christmas in Switzerland

Cities & culture

• Parks, Gardens and Squares
• Architecture

Experience Tour

• Car, motorcycle - Grand Tour
• Train, bus, boat – Grand Train Tour
• Mountain excursions

Accommodation

• Typically Swiss Hotels
• Wellness & Spa
• Family Hotels
• Bike Hotels
• Boutique Hotels
• Inspiring Meeting Hotels
• Swiss Historic Hotels
• Luxury hotels
• Winter sports hotels

Other types of accommodation

• On the farm
• Bed and Breakfast
• Mountains huts
• Group accommodation

Transport & Stay

• Travel to Switzerland
• Barrier-free travel
• Tickets public transport
• Service & support
• Money and shopping

About Switzerland

• General facts
• Custom and tradition
• History of Switzerland
• The Swiss Art and Culture Scene
• Health Travel
• Sustainability

Weather & Climate

• Climate in Switzerland
• Snow Report
• Water and pool temperatures
• City offers
• Touring offers
• Wellness offers
• Nature and outdoor offers
• Offers for families

Where are you from?

• België (Nederlands)
• Belgique (Français)
• Deutschland
• Netherlands
• Russia (Россия)
• Schweiz (Deutsch)
• Suisse (Français)
• Svizzera (Italiano)
• Switzerland (English)
• United Kingdom
• Canada (English)
• Canada (Français)
• China 中文简体
• China 中文繁体
• Gulf countries العربية
• Japan 日本
• Korea 한국어
• United Arab Emirates
• New Zealand
• International

Language, region and important links

• Slovenština

Service Navigation

• Help & Contact

Top Attractions

Famous landmarks everywhere you look: the variety of different sights to see in Switzerland is truly incredible. Discover glaciers, mountain worlds, rivers and impressive buildings. Or explore museums and institutions that especially symbolise our country’s identity.

Top 5 attractions

The rhine falls, creux du van, matterhorn (4,478 a.s.l.) - symbol for switzerland, jungfraujoch, château de chillon, top destinations, grindelwald, lauterbrunnen, top natural spectacle, lake oeschinen, trümmelbach falls, swiss national park, vallemaggia, top experiences, glacier express, boat trip on lake lucerne, bernina express, swiss museum of transportation, lake geneva cruises, 5-seen-wanderung pizol, fondation beyeler, kunsthaus zürich, landesmuseum zürich, museum tinguely, advertisement, premium events.

• until 19 May Der Sammlung zugeneigt - Konstellation 1 Winterthur
• until 20 Apr 100 years of St. Nicholas Cathedral Fribourg / Freiburg, 07.05. - 20.04.2025
• until 26 May Moche. 1000 years before the Incas Schaffhausen
• until 1 Dec Swiss castles in the 17th century Feldbrunnen-St.Niklaus
• until 27 Oct Collection 24 Aarau
• until 19 Sep 19th Century Basel
• until 19 Sep Egypt: 3000 years of advanced civilization on the Nile Basel
• until 25 May 49th International Jazz Festival Bern Bern

More topics

Grand tour of switzerland.

1,600km, 22 lakes, 5 Alpine passes, 13 UNESCO World Heritage sites and 4 linguistic regions – on the Grand Tour of Switzerland it’s all about the journey.

Premium panorama trains

Panorama trains delight with large windows, mountain and lake views and other scenic attractions.

UNESCO World Heritage sites

You’ll find everything here – from watchmaking towns to wild natural landscapes.

The most comfortable and relaxing way of discovering Switzerland is by train, boat or bus. A panoramic rail trip through the Alpine scenery, a romantic boat trip on a river or an excursion with a nostalgic paddle steamer on one of the famous Swiss lakes can be an unforgettable experience.

The biggest hotel offer in Switzerland. More than 2000 hotels available. Easy and secure online booking. No matter whether you are looking for tasteful design, wellness, golf, or are a family with children.

Travel through time with night watchman Ludwig, paraglide over the Aletsch Glacier with Xandi Furrer or hike under a full moon with Marco. Get to know your local hosts and discover a whole new side of Switzerland. Get inspired, select, book.

Foreign tourists visit a Zhangjiajie scenic spot in Central China's Hunan Province on May 4, 2024. Photo: VCG

China welcomes a move by Hungary to facilitate visa for Chinese citizens visiting the country for investment and ...

China is opening its door wider and wider to welcome foreign visitors, as the country extended its visa-free ...

The mutual visa exemption agreement between China and Georgia will take effect on May 28