St.Gallen-Lake Constance Tourism: new direction, new campaign
St. Gallen-Lake Constance Tourism has reoriented itself and is evolving into a service and coordination center for the entire tourism region. There is also a new campaign: With «St. Gallen – Convincingly Different,» St. Gallen aims to strengthen its position as a destination for conferences, meetings, and events.
Today, St.Gallen-Lake Constance Tourism (SGBT) takes on more responsibility than just marketing the region. The organization networks tourism partners, coordinates joint projects for the destination and acts as a driving force. SGBT has realigned itself with a five-point plan, which is being implemented as part of the current strategy. In 2026, the organization is setting clear priorities: the consolidation of guest services with digital and decentralized solutions as well as targeted projects that measurably advance the region's tourism development.
With lean structures, clear priorities and data-based management, SGBT uses its resources in a targeted manner to strengthen sustainable tourism value creation in the entire region.
Digital Guide as a central guest information tool
As part of the digitalization of guest information, SGBT relies on the Digital Guide as a central tool. The service was developed and successfully implemented last year. The Digital Guide now enables guests to be looked after around the clock and provides location-based information. It shows guests relevant offers in the immediate vicinity. They can find information on weather, activities, restaurants, routes, events and maps at a glance. Interactive functions such as map views and an integrated help center ensure quick and easy orientation. The deliberately streamlined design focuses on user-friendliness.
Joint product development with partners
A concrete example of SGBT's new way of working is the NRP project "Tourism Hub Wil". The focus is on the joint development of tourism offers with strong partners such as the city of Wil and Thurgau Tourism as well as close cooperation with neighboring destinations. With the opening of the Herzschlaufe Wil and the planned opening of the Hof zu Wil next summer, the region is making further targeted use of its tourism potential.
Coordinated B2B sales for Eastern Switzerland
With the project "Development of a B2B sales force for tourism service providers", SGBT is specifically strengthening the visibility of Eastern Switzerland in the national and international tourism market. For the first time, a coordinated B2B sales structure is being created that connects hotels, experience providers, culture, gastronomy and event organizers and makes them visible on relevant B2B platforms. Central coordination ensures that all participants act in concert and convey a clear tourism message.
The project is complemented by market research, AI-supported market and potential analyses as well as systematic reporting to monitor and control the efficiency of all measures. The aim is to sustainably integrate Eastern Switzerland into tour operator programs and attract new guests from the leisure and conference sector.
Sharpening the profile as a congress region
With the campaign "St.Gallen - convincingly different.", St.Gallen 2026 is strengthening its position as a location for congresses, meetings and events. The focus is on quality, partnership-based cooperation and tangible added value. The campaign is present in selected media, at trade fairs and at personal meetings where decisions about event locations are made. Tourism partners from the hotel, catering and event sectors act as ambassadors for the destination.
An important focus is on the combination of business and leisure, so-called bleisure tourism: business trips are to be extended through targeted experience offers. In this way, St.Gallen is positioning itself as a compact, versatile and emotionally tangible congress and event location, while at the same time increasing the added value of tourism.
