Claudio Zemp Heads Switzerland Tourism in Germany

Claudio Zemp Takes Over Switzerland Tourism's Most Important International Market

Switzerland Tourism (ST) has appointed Claudio Zemp as its new Market Director for Germany. Zemp will assume his new role on September 1, 2026, and will be based in Frankfurt, where he will be responsible for the strategic marketing of Switzerland in the organization’s most important international market. He succeeds Jörg Peter Krebs, who returned to ST headquarters in Zurich in May to assume the newly created position of Head of Transformation.

A tourism professional with more than 15 years of ST experience

Zemp brings extensive expertise in tourism as well as in-depth knowledge of international markets. He has been with Switzerland Tourism for more than 15 years: For the past seven years, he served as Market Group Leader for the Americas and, based in New York, was responsible for Switzerland Tourism’s activities across the entire North and South American continents. Prior to that, he spent four years as Market Manager for India in Mumbai. He joined Switzerland Tourism as Manager for the UK and Ireland at the Switzerland Convention & Incentive Bureau, based in London.

Before joining ST, the Glarus native had gained extensive knowledge of the tourism industry over the course of 18 years through various professional positions at travel companies in Switzerland, the United States, New Zealand, and England.

Germany: A Strategic Priority for Claudio Zemp and Switzerland Tourism

In Germany, Zemp will lead a team of 15 people, divided between offices in Frankfurt and Berlin. Germany has traditionally been considered the largest foreign market for Swiss tourism and is therefore a high strategic priority for ST.

Simon Bosshart, ST’s Chief Markets Officer for Eastern Europe in Zurich and a member of ST’s Executive Board, explains: «With Claudio, we are gaining a proven expert who will further develop the German market with his experience, vision, and keen understanding of our target audiences.»

Claudio Zemp himself had this to say about his new role: «I am extremely excited about this new challenge. Germany is a dynamic market with great potential for Switzerland. Together with our partners, I would like to further develop our market strategy in a targeted manner, reach new target groups, and further establish Switzerland as the preferred travel destination for German guests.»

Switzerland Tourism is represented worldwide by approximately 280 employees in 21 markets and has one of the highest self-financing ratios among national tourism marketing organizations worldwide.

Learn more about Switzerland Tourism's activities and strategy: https://www.myswitzerland.com