Switzerland Tourism focuses on families in the 2018/19 winter season
The industry association Switzerland Tourism is focusing on families as a key guest group for the upcoming winter season. In collaboration with Swiss Cable Cars, for example, more than 12,000 weekly ski passes for children will be given away in a raffle.
Based on KOF forecasts, mountain regions can hope for a further recovery in overnight stays and ski admissions in the coming winter season. However, the road back to figures like those of the 2008/09 season is still long and arduous, warns Switzerland Tourism Director Martin Nydegger. However, the focus should be on the opportunities rather than the problems.
Focus on families
One of the main aims of this year's winter campaign is to get families back on the slopes. "From a long-term perspective, we also need to attract children back to winter sports," continues Nydegger. As part of the Kids4Free campaign, 12,770 children's ski passes for a week are being raffled off. There are 45 different ski regions involved in the campaign, which is being rolled out both in the domestic market and internationally.
At the same time, the comfort of winter vacations is also to be increased. In cooperation with SBB, for example, luggage transportation on public transport is to be made easier. The specific details are to be published at the beginning of December.
Budget around 20 million francs
This year, Switzerland Tourism has a total budget of CHF 20.2 million at its disposal for marketing the winter season. This will finance more than 1,300 marketing activities in 22 different countries worldwide.
Even though winter tourism in Switzerland has lost ground to the summer business in recent years, it remains an important factor in value creation. According to an estimate by the industry association, direct revenue of CHF 15 billion was generated in the 2017/18 season. (AWP SDA)
