Switzerland Tourism launches program to win back European tourists

This writes the Handelszeitung in its current issue. The "Win-back Europe" campaign focuses on the four source markets of Germany, Benelux, France and the UK. This is necessary because the number of European overnight stays in Swiss mountain regions has fallen by 43 percent since 2008, says Martin Nydegger, Director of Switzerland Tourism: "The campaign is to start in 2020 and continue for at least two years. Regarding the costs for "Win-back Europe", Nydegger says: "We expect to spend 5.5 million francs over the two years."
 
Nydegger explains in an interview with the Handelszeitungwhy he is calling for CHF 240 million in federal funding for Switzerland Tourism over the next four years: "Since 2015, there has been a high level of inflation abroad, particularly in Asia, and digitalization has become much more demanding and therefore more costly." If federal funding were to be cut, activities would have to be scaled back: "In the event of a reduction compared to the decision taken four years ago, a program such as 'Win-back Europe' would be acutely endangered and we would also have to consider closing branches abroad."