100 years of tourism marketing

In 1920, he created the first series of posters for SVZ - with overwhelming Swiss landscapes, he gained great recognition, far beyond the country's borders. (© Museum für Gestaltung, Poster Collection @ZHdK)With the founding of the Swiss Tourist Board (SVZ, later Switzerland Tourism), the "National Association for the Promotion of Travel", in Federal Berne in 1917, tourism forces were coordinated throughout Switzerland for the first time. In close cooperation with various partners from the transport, service, gastronomy, hotel, sales, culture, etc. sectors, the tourism organization today, with a total of 244 employees (incl. 23 interns) and 26 foreign representatives, ensures that Switzerland presents itself as a versatile and open, vacation, travel and congress country.The community has also achieved a great deal in the meetings sector. Here are the key facts:- The meetings sector generated just under 6.3 million hotel room nights (LN) in 2015, which corresponds to a share of 17.7 % (2013: 18 % / 2011: 18.6 %) of the total volume of LN in the hotel industry (just under 35.6 million). Based on the data available in the Swiss Meetings Statistics Database (MS-DB), the meetings segment generated a turnover (direct + indirect) of 1.8 billion Swiss francs in 2015 (2013: 1.9 billion francs / 2011: 2.2 billion francs)- Some of the most unusual meetings in recent years were: European Meeting of the Club of Long People, the International Angel Congress, the International Conference on Urban Pests or the International Symposium of Plant/Insect Relationship.Invitation to the vacation country Switzerland.To celebrate this anniversary, Switzerland Tourism is inviting the public on a journey into its exciting and sometimes turbulent past. The exhibition "Macht Ferien!", curated by the Museum für Gestaltung in Zurich, takes a look at history, while the exhibition "Fremdvertraut. Aussensichten auf die Schweiz", an initiative launched by the Fotostiftung Schweiz in Winterthur and the Musée de l'Elysée in Lausanne, five photographs present modern tourism as seen through the eyes of various international photographers. Switzerland Tourism is acting as a supporter of these events. The 100-year history of tourism advertising is also the main theme of a magazine that will appear together with the Switzerland Tourism Annual Report published at the end of April 2017.