Tourism counters will probably be replaced by smartphones in the future

Digitalization enables new forms of collaboration and new services, he said at a celebration of the 100th anniversary of the industry organization in Geneva, which took place on Tuesday evening. Structural change is therefore needed, he continued. At the same time, President Jean-François Roth warned against too much regulation, which could hinder developments.

Despite digitization, however, there is still a need for specialists on site in the tourist areas. And the industry will hardly be able to do without special marketing, the speakers emphasized. Schmid sees the greatest challenges in the new demands on personnel in the industry. Costs will also remain high, while prices will remain the same.

The industry now wants to win back the European tourists who stayed away after the franc shock. Switzerland Tourism also sees potential in Chinese guests, whose overnight stays are expected to double in the next 15 years.

Relocation of jobs

At the ceremony, Geneva Councillor Pierre Maudet, a candidate for the Federal Council, spoke of a redistribution of work in the industry, but not of a reduction in jobs. "The tourism office is here," Maudet said, pointing to his smartphone.

Digitalization will mean that there will be other types of work, including in gastronomy and at hotel receptions. Maudet wants tourism to be sustainable, but also progressive and generous. He also hopes to bring Geneva closer to neighboring France in terms of tourism.

Switzerland Tourism celebrates its 100th anniversary this year. Today's tourism marketing and national promotion began with the founding of the Swiss Tourist Office SVZ in 1917 in Bern. Director Jürg Schmid is leaving the industry organization at the end of the year. He had shaped the organization for almost 20 years. (SDA)