Hoteliers call for realignment of tourism advertising

Swiss hoteliers want tourism funds to be used only for competitive destinations so that the industry can remain competitive. Advertising should be focused on competitive destinations and not on political borders, they said on Tuesday in Bern at the presentation of the association's annual political goals. In the opinion of the hoteliers' association, a maximum of 20 to 25 destinations should be marketed internationally, while all other vacation destinations should finance themselves. Industries that benefit from tourism should also contribute financially to tourism advertising. Public funds should be used for general national advertising, while tourism advertising should be secured from private funds. The current financing of tourist destinations is unsatisfactory and does not meet the needs of the age of globalization, according to a press release.