Swiss mountain idyll instead of terror threat
Cult hotelier Art Furrer wants to use «bomb-proof safety» as a marketing slogan. Jürg Schmid, director of Switzerland Tourism, is not very enthusiastic about the idea.
According to reports from the Italian secret service, the terrorist organization IS is now also targeting popular European beaches, as Western tourists are avoiding places in North Africa out of fear. An advantage for local tourism, says ski acrobatics legend and Riederalp hotelier Art Furrer. He calls for more self-confidence from the industry: "Especially in such turbulent times, we can trump here with fresh mountain air, good food, plenty of peace and quiet and bomb safety - you can and should always tell the truth," Furrer is quoted as saying in Schweiz am Sonntag.
Switzerland Tourism Director Jürg Schmid dampens Furrer's euphoria and warns against placing such an emphasis on security - this would be dangerous. In addition, he considers security comparisons with threatened foreign countries to be "pointless", Schmid told the newspaper. For bookers, security is an exclusion criterion, not a reason to travel. Schmid is also convinced that Switzerland will benefit from the threat of terrorism this summer. Campaigns in Europe should now communicate that Switzerland has "much more to offer" than "just security". (hae/Schweiz am Sonntag)
