Ringier launches magazine for Chinese tourists
On April 10, 2015, Ringier will launch *The Best! What to Visit in Switzerland*—a lifestyle magazine co-produced by Switzerland and China and published in Mandarin for Chinese tourists planning a trip to Switzerland.
The magazine focuses entirely on Swissness, on atmospheric and image-intensive reports from the Swiss mountains and nature as well as things that characterize Switzerland and that Chinese tourists love. Chinese readers should be encouraged to visit Switzerland - and tourists who are already in Switzerland should be given shopping and excursion tips. The number of overnight stays by Chinese tourists has increased massively in recent years (up 39.8 percent on 2012).
The Best! will be published for the first time on April 10, 2015 in a print run of 100,000 copies (70,000 in China, 30,000 for hotels and boutiques in Switzerland), comprising 76 perfect-bound pages and co-produced by a team from Schweizer Illustrierte and Ringier Asia Pacific.
The first edition is published with 100 tips for excursions, shopping and restaurants as well as an integrated watch extra. Swiss watches are extremely popular with the Chinese. According to the press release, the new magazine will be published twice a year.
