Milestoned
Op-Ed: Instead of genuine innovation, the Swiss tourism industry is relying on karaoke marketing, writes Hansruedi Schiesser.
Guest commentary Instead of real innovation, Swiss tourism is focusing on karaoke marketing, writes Hansruedi Schiesser Every society goes through its spasms. The fun society has priceitis. And so the Swiss tourism industry has also had its "Milestone" for some years now. In November, this award for entrepreneurial innovation was presented to the brand entrepreneur Hanspeter Danuser, St. Moritz, and to the Mystery Park in Interlaken. And rightly so? I, too, am a little "milestoned" every November. Intoxicated, inspired by the hope that something is still going on in Swiss tourism. This unfounded elation allows us to briefly forget some of the inconveniences: the existential pressure on countless businesses and the fear of cooperation, the marketing flatulence of many tourism directors, but also the eternal wellness fuss about every renovated bathtub. Of course, an innovation is only as good as its implementation. Everyone also knows that the economic performance of Milestone-nominated new hotels is inversely proportional to the PR avalanche that is unleashed. It is also not unknown: The quality and originality of the implementation determines that of the service chain. It still depends on what you make of it. Is the umpteenth adventure rösti hiking trail innovative? Or the Swiss iso-certification of adventures? The fiftieth friendliness campaign of a mountain railroad? And the fifth lifestyle hotel in Zurich? Well, the latest is not always good and the good is often not new. But the problem remains: Swiss tourism has given up its innovative spirit. (Accordingly, Seco will probably subsidize the prefabricated Lego innovation in the near future). Instead, there is karaoke marketing: singing old crooners and becoming a star for 15 minutes.
Nevertheless, I am there at the award ceremony, proud and stoned, intoxicated by my own lack of originality and eavesdropping on the envious gossip in the next compartment on the SBB journey home. This is how the Milestone makes its rounds, reviving old questions and attracting attention - like a fart in a perfumery. The magic word pulls us out of our invention slump, every prizewinner is elevated to the status of creativity guru in the local press, and the mountain railway director regains air supremacy over the regulars' table.
It's quite remarkable how the Milestone no-bilitates itself as navel-gazing: We are all mighty milestoned. Admittedly, not always through innovative quantum leaps. Sometimes, striving marketing hops have to suffice. That's what the communications industry shows us. It doesn't matter, the main thing is that they help us have a big party. And that's what our apathetic tourist country needs, because that's what our legends and our offspring live on. And that's why I sing along with Bob Dylan - without fear of a hangover: "Everybody must get (mile)stoned."
> Hansruedi Schiesser is the owner of Trimarca Kommunikation, Chur.
Nevertheless, I am there at the award ceremony, proud and stoned, intoxicated by my own lack of originality and eavesdropping on the envious gossip in the next compartment on the SBB journey home. This is how the Milestone makes its rounds, reviving old questions and attracting attention - like a fart in a perfumery. The magic word pulls us out of our invention slump, every prizewinner is elevated to the status of creativity guru in the local press, and the mountain railway director regains air supremacy over the regulars' table.
It's quite remarkable how the Milestone no-bilitates itself as navel-gazing: We are all mighty milestoned. Admittedly, not always through innovative quantum leaps. Sometimes, striving marketing hops have to suffice. That's what the communications industry shows us. It doesn't matter, the main thing is that they help us have a big party. And that's what our apathetic tourist country needs, because that's what our legends and our offspring live on. And that's why I sing along with Bob Dylan - without fear of a hangover: "Everybody must get (mile)stoned."
> Hansruedi Schiesser is the owner of Trimarca Kommunikation, Chur.
