Switzerland Tourism wants to market Switzerland as a cycling country
Switzerland Tourism's new campaign is aimed at cyclists and will be unveiled this coming Thursday.
"We see great potential" in cycling, says Véronique Kanel from Switzerland Tourism to SonntagsBlick. Even if the sport "might not become as big as skiing these days". The focus on cycling is not only aimed at the main target groups of Swiss and Europeans, but also at cycling enthusiasts in China.
Cable car operators, for example, are pleased with the new communication strategy. More and more of them are opening special bike routes and retrofitting their cable cars for bike transport. And for good reason: bikers are lucrative because - unlike hikers, for example - they often use the cable car not just once, but several times a day.
Even if summer business currently still accounts for a small percentage of total sales, it is growing. And the costs are much lower compared to the winter season.
However, conflicts are also inevitable - for example with landscape and environmental conservationists. Not only because bikers are finding it increasingly easy to reach higher altitudes thanks to lightweight equipment and electric motors. The first company in Valais is already offering heli-biking.
Switzerland Tourism, on the other hand, sees little cause for concern: "The mountain regions are sensitized to the potential conflicts between bikers and landscape conservationists, farmers and hikers," says spokeswoman Kanel to SonntagsBlick. (hae)
Photo: moerschy/Pixabay
