New label to strengthen guest confidence in Switzerland as a travel destination
To strengthen the confidence of domestic and international visitors in Switzerland as a safe and clean travel destination, tourism industry associations have launched a «Clean & Safe» label. The campaign was initiated by Switzerland Tourism (ST) as part of the «Recovery Plan.» The label shows guests that they are visiting a business that has made a conscious commitment to adhering to the safety guidelines.
With the first two easing measures on April 30 and May 11, we are gradually returning to normality. But it is a new normality that the Swiss will first have to get used to. Hotels, museums and restaurants have reopened and shopping is possible again. The mountain railroads, shipping and tourist attractions are expected to follow on June 8, with the opening of the borders with Austria, France and Germany scheduled for June 15. This staggered opening of the tourist infrastructure is very welcome and must be coordinated with the guests' need for safety and hygiene, writes Switzerland Tourism in a press release on Thursday.
Strengthening the trust of guests from Germany and abroad
The protection concepts drawn up by the federal government and industry associations for the opening of businesses are mandatory. The cantonal authorities are responsible for monitoring compliance with the protection concepts. For some guests, however, the step into the new normality may be fraught with doubt and uncertainty. In order to strengthen guests' confidence in Switzerland as a vacation destination, the tourism industry associations HotellerieSuisse, Seilbahnen Schweiz, IG Parahotellerie Schweiz, Verband Öffentlicher Verkehrsmittel, Verband Schweizer Schifffahrtsunternehmen, Verband Schweizer Tourismusmanager and GastroSuisse are launching the "Clean & Safe" campaign on the initiative of ST. The involvement of other associations is being planned. The campaign so far includes a new label and the information platform Clean-and-safe.ch, with an overview of all industry-specific protection concepts.
Clear and uniform means of communication
With the "Clean & Safe" label, a uniform and easily recognizable means of communication has been created. The label gives establishments the opportunity to communicate their commitment to a clean and safe guest experience to the outside world. At the same time, guests from Switzerland and abroad are relieved of a degree of uncertainty, as the label clearly signals that the establishment visited has made a conscious commitment to comply with the protection concept.
Implementation of the campaign
The "Clean & Safe" label is provided by the respective industry associations. A total of six industry-specific labels are available, which are visually derived from the cross-industry label (for hotels, restaurants, shipping, cable cars, public transport and meetings). All businesses wishing to use the label that suits them must register online with the relevant association and confirm their compliance with the protection concepts with their signature. The form in which the label is used (online, physical) is always determined in consultation with the relevant industry association.
Safety and hygiene become a competitive factor
As a clean and safe country, Switzerland is in a particularly good position during a pandemic. ST will also explicitly advertise the strict protection concepts of Swiss hotels, restaurants, cable cars, shipping and public transport as part of the "Recovery Plan". The cross-industry label will therefore also be used for promotion abroad. By the start of the tourist season, the label should be known among the Swiss population and in the most important guest markets, as well as being used in establishments throughout Switzerland.
