Tourism industry prepares for difficult winter season
The Swiss tourism industry is facing a harsh winter. Despite numerous measures taken to improve safety during the COVID-19 pandemic, bookings remain at a low level. On Monday, the tourism industry launched its winter campaign, «My First Time.».
Due to the dynamic development of the pandemic, the planning security of local tourism businesses in the run-up to the winter season is low. However, a "certainly unforgettable winter" lies ahead, said Martin Nydegger, Director of the Swiss Tourism Association, at a media conference on Monday. The current situation requires a high degree of flexibility from everyone involved.
Forecasts rather gloomy
The current level of bookings for the winter season does not bode well at present. At the end of October, bookings for the Christmas vacations in the mountain regions were 19% down on the previous year, according to a survey by the association. Bookings for the sports vacations, which are still a little further away, were even 28 percent lower than in the previous year.
The forecasts of the KOF Swiss Economic Institute at ETH Zurich also paint a gloomy picture. For the entire winter season in the mountains, the KOF expects overnight stays to fall by almost 22% compared to the last "regular" season in 2018/19. Demand from other European countries is likely to halve due to travel restrictions and quarantine regulations, and the overseas market will probably almost completely disappear.
Hopes for the domestic market
However, there is cause for hope in the domestic market. The KOF experts expect the Swiss to spend more nights in Swiss hotels compared to a normal winter. Specifically, the number of overnight stays is expected to build on the positive trends from the summer and increase by 9%.
There is also still the possibility that some restrictions on travel to Switzerland in nearby foreign markets will be eased before Christmas. "Our businesses are also prepared for this eventuality," says Nydegger. Switzerland Tourism's campaigns will also be adapted to the respective conditions on an agile basis.
Campaign calls for a new experience of winter
On Monday, the tourism industry also launched the new winter campaign "My First Time". The campaign focuses on the unexpected diversity of the Swiss winter. The aim is for everyone to find the ideal and suitable activity and try something for the first time. It features 100 winter experiences covering all language regions of Switzerland as well as all levels and activities. The activating, primarily digital campaign will be played out in all countries from which travel to Switzerland is possible or realistic due to the pandemic situation.
ST developed a monitoring system to take account of the current circumstances and place the right messages at the right time. Based on factors such as market shares, case numbers and travel restrictions, this provides a recommendation for action regarding an appropriate message. Depending on the results, the advertising measures in the respective countries are adapted at short notice and geared towards empathy, perception or booking.
Innovations in demand
The industry association sees the biggest challenge this winter in regulating the flow of visitors so that the comprehensive protection concepts can be adhered to. "Various destinations offer web-based gondola reservations, for example, or rely on drive-in restaurants with skis," said the Switzerland Tourism Director. Alternatives for après-ski are also being examined.
Berno Stoffel, Director of Cableways Switzerland, added at the conference that the exchange between the various destinations is immensely important, especially in this "special winter". It will also be possible to benefit from the experience gained during the summer season. (SDA/pd/swi)
