Switzerland Tourism expects 4 percent more overnight stays
The new head of Switzerland Tourism, Martin Nydegger, expects overnight stays in Switzerland to rise by «perhaps 4 percent» during the current winter season. However, he does not anticipate growth of 5 or 8 percent.
The Director of Switzerland Tourism was impressed by the relaxed generosity with which those responsible for tourism in Zermatt VS, for example, had reacted to being "snowed in", said Nydegger in an interview with the SonntagsZeitung.
However, he would not go so far as to claim that the situation has benefited Zermatt. "If the mountain railroads are closed, it's certainly not good for earnings." On the positive side, however, faith in the great snow has returned in Switzerland.
Price increases do not make sense
In his opinion, it would not be wise to raise prices again now. They have been lowered in recent years. Lessons have been learned from the discussion about Switzerland being a high-price country. "Incidentally, prices have also fallen because costs have been reduced," says Nydegger.
He could not judge whether the mountain railroads' low-cost strategy would work financially. "But: how closely the ski resorts have cooperated to launch a joint ticket - such as the MagicPass in western Switzerland (...), I can only say: Chapeau!"
Nydegger replaced Jürg Schmid as Switzerland's top tourism executive at the beginning of the year. When asked what would change as a result, he said that the fact that an internal candidate had been chosen showed that the strategic direction was right and would be developed further. "Now it's all about fine-tuning. I'm not planning a new logo either," said Nydegger.
Own products
However, Switzerland Tourism needs to develop more of its own products and not just showcase the existing offering. Nydegger referred to "First Ski Experience". Here, ski equipment, mountain railway tickets and ski instructors are bundled into one product. For the next project for cyclists, "Ride the Alps", passes are to be closed to car traffic for 13 days next summer for 13 events.
Nydegger wants Switzerland Tourism's marketing to become less appealing and more edgy in future. For example, the new brochure for the summer campaign shows "a female mountain biker splattered with mud". Women often make the travel decisions in families, said Nydegger. (SDA)
