Tyler Brûlé criticizes Swiss tourism experts
Tyler Brûlé criticizes the Swiss tourism industry and urges it to focus more on its unique characteristics. He calls for more Swiss authenticity instead of Asian-style wellness centers, less glaring light in hotel lobbies, and a cozier atmosphere at the bar.
The Canadian media entrepreneur reads the riot act to local hoteliers. Brûlé is bothered by the fact that the Swiss are trying too hard to adapt to international standards. This is wrong: "The world's travelers don't come to Switzerland to enjoy a Thai spa experience. Generally speaking, our foreign guests come to experience the mountains, the nature, the weather, the coziness, the people. And, of course, our cities, precisely because they are Swiss cities, cozy and atmospheric," Brûlé is quoted as saying in Thursday's Handelszeitung. Tyler Brûlé has been preaching the values of Swissness for over ten years. After the grounding of Swissair in 2001, he created the logo and corporate design of the new airline Swiss.
Photo: Monocle/Suki Dhanda
