"The Abbey District with the Cathedral is a favorite place".

MK A company that wants to round off its conference with a supporting program and an experience will certainly find enough possibilities in the region, or?

TOBIAS TREICHLER Absolutely. Interested companies have access to over 140 partner companies and framework programs in Eastern Switzerland for our MICE offers. Our staff at the Convention Bureau maintain intensive and customer-oriented contact with all partners in order to be able to guarantee interested parties a high standard of service. The information is available both online and offline. In Eastern Switzerland, everyone can find their own personal experience.

MK Where are the challenges in marketing the region?

TREICHLER The challenges lie in the structure and diversity of the region. What may sound astonishing, presents us again and again with new tasks in communication and marketing.

MK How much attention does St.Gallen-Lake Constance Tourism pay to tradition and customs in the marketing of the region of Eastern Switzerland??

 TREICHLER Tradition and customs also enjoy a high status in marketing. The entire region can identify with embroidery, which has become a tradition, or the famous St.Gallen bratwurst. The Children's Festival, which will take place again in 2018, is just one of St.Gallen's rooted events. But the culture of festivals also includes the shooting and music festivals, the autumn trade fair "OLMA" or the Open Air St.Gallen.

MK There is a long beer tradition in Eastern Switzerland. Have you already tried all the breweries?

TREICHLER I confess, I like beer - especially local beer. However, I haven't tasted them all yet. But in the more than two years I've been living and working in eastern Switzerland, I've already tried at least one variety from all the breweries.

MK How do you see the marketing positioning of Eastern Switzerland in relation to other regions? How do you sharpen the profile?

TREICHLER We have to think beyond the destination border if we want to position the region of Eastern Switzerland with its natural and cultural diversity more strongly. Existing structures should be reconsidered and newly created. Each destination has its core themes and must sharpen these for itself. Synergies must be better utilized and made tangible for guests.

MK From very intimate to huge - what are event highlights?

TREICHLER Small but nice, for example, are the theater performances in the Kellerbühne near the Stiftsbezirk. There is something for young and old and you are very close to the artists. Annual city festivals or the Buskersfestival enliven the old town. The oldest three-division theater in Switzerland is known for its musical productions as well as world and world premiere performances, an attraction for the entire region. Great I would describe the "OLMA" as well as the Open Air St.Gallen. One is a folk festival, the other a music festival in a class of its own. Thousands flock to the city of St.Gallen every year for both events. The region also has a lot to offer in terms of sports. Be it the Schwägalp Schwinget or the renowned CSIO (Concours de Saut International Officiel).

MK The waters in the region are certainly part of the marketing of Eastern Switzerland. How do you incorporate them into the offers?

TREICHLER The recreation area of the Drei Weieren is a very important and central place for us for a refreshing cool down. Majority used by locals, but it also offers a wonderful place for guests. We like to talk about the central location of St.Gallen between the Säntis and Lake Constance. Be it the waters in the Alpstein or the bathing places on the shores of Lake Constance, we use this very much in summer marketing. We incorporate Lake Constance into the product design as a complementary offer to the city and thus try to span the urban and natural arc for our guests.

MK Where do business tourism clients come from? From abroad or are they rather Swiss companies?

TREICHLER About two thirds of the customers come from Switzerland.

MK What do customers look for?

TREICHLER More than half of the customers are looking for meeting locations. Incentives, events and group travel account for about a third. The smallest share of inquiries is for congresses, but these generate by far the greatest added value for the region.

MK What are your goals as a marketing organization in the field of business tourism, i.e. meetings and events?

TREICHLER We would like to position St.Gallen as a small but fine city for meetings and congresses and Eastern Switzerland as a versatile MICE region between Lake Constance and Alpstein. In addition, we would like to offer customers a high quality of service. With St.Gallen-Lake Constance Convention, our customers have a contact person in the destination who provides advice on the location search, accommodation organization or the supporting program, arranges the right contacts, organizes site inspections and provides insider tips.

MK What influence do you have as a marketer on the product design and maintenance of the tourism infrastructure?

TREICHLER We can give tips to our service providers or take the initiative for a product design.

MK As a link between suppliers and customers, how does communication work?

TREICHLER We advise and support the customer from the search for ideas to the decision or the definitive booking. Afterwards, the service provider contacts the customer directly to discuss the details. We remain the contact person for the client and the participants when it comes to organizing accommodation and handling contingents. This works especially well for international events with little local knowledge.

MK Do you have a personal favorite place?

TREICHLER Honestly, I have to admit, there is more than just one favorite place for me. In summer, it's the Drei Weieren, located a little above the city of St.Gallen, with a magnificent view over the old town all the way to Lake Constance. On warm summer days, the population meets here to swim, picnic, relax and chat. In autumn, the splendor of colors in the vineyards of the Rhine Valley vintners is a unique spectacle of nature, which I like to explore on an extended walk. The old town and the abbey district with the cathedral are a magnet, a place of strength and a favorite place at any time of year.