Switzerland Tourism promotes women in cycling with "100% Women
Switzerland Tourism’s Women’s Initiative is moving into its next phase. Following a campaign focused on mountain sports, the initiative will now turn its attention to women in cycling.
More women in cycling: Switzerland Tourism is now campaigning for this. In 2022, 1.25 million women in Switzerland regularly got into the saddle in their free time. For men, the proportion was even higher at more than 2.05 million (source: Felten Compagnie). This is set to change in 2023: Switzerland Tourism (ST) is focusing on women in cycling with its 100% Women initiative - including a Gravel Challenge across the country, prominent female ambassadors from Switzerland and abroad, and a new range of 50 guided bike tours created by women for women, which will be available in time for International Women's Day. Since the Launch 2021 ST promotes the female sports community with the Women's Initiative and makes women more visible in outdoor sports in general.
According to a study by the Federal Office for the Environment, Transport, Energy and Communications (DETEC), cycling tourism in Switzerland generated an annual turnover of three billion Swiss francs in 2021. With the growing number of well-educated, independent women who increasingly feel the need for sporting adventures in nature, the opportunity is opening up for ST to also tap into the great tourism potential among women in the field of cycling with 100% Women Cycling. Women from New York to Tokyo will be made aware of Switzerland's diverse cycling country through the initiative and discover that Switzerland's roads and trails can be experienced by all women. "100% Women fits perfectly with ST's marketing strategy, whose goal is to promote Switzerland as an ideal destination for outdoor excursions. In doing so, the aim is to tap into new guest segments and increase the number of overnight stays," says André Hefti, Chief Marketing Officer at ST.
50 new cycling experiences available on International Women's Day
For 2023, ST is now launching more than 50 offers for guided cycling experiences with female guides in cooperation with its tourism partners. Just in time for International Women's Day on March 8, these are available on MySwitzerland.com/women ready for booking. In addition, the initiative is supported by Swiss Cycling, bike manufacturer BMC and the outdoor platform Komoot.
