What the Swiss population thinks about tourism
Switzerland Tourism (ST) and the Conference of Regional Tourism Directors in Switzerland (RDK) want to better understand the importance of tourism for the population. A representative survey has now confirmed that tourism is considered to be very important and that very few people are concerned about it. Nevertheless, the industry takes these concerns seriously and is taking proactive measures to combat them.
Martin Nydegger, ST Director, and Damian Constantin, President of the RDK, together with other experts, presented the results of the representative population study "Tourism Acceptance" in Switzerland in Zurich on Thursday. The keyword "overtourism" is a regular concern for the public and the municipalities concerned. The study, which was conducted nationwide by the Zurich-based market research company Insight Institute AG on behalf of ST and the RDK in April/May 2024, serves to gain a deeper understanding of tourism acceptance and the importance of tourism in society. The results of the study clearly show that the Swiss population generally views tourism positively and rates its importance highly. The majority of the population is not concerned about tourism, with only a small minority (5 % of respondents) feeling worried about tourism.
Pride and recognition of the importance of the industry
Pride in the attractiveness of Switzerland as a destination for guests from all over the world is very pronounced among 78 % of respondents. In addition, people with a close professional connection to tourism, as well as the population in tourist centers and cities, attach great importance to the industry. The same applies to older respondents and respondents in French-speaking Switzerland and Ticino. The participants in the study see this importance in the positive effects on the economy and labor market, as well as in the infrastructure, cultural and leisure offerings, which are diverse and attractive thanks to tourism in the country.
Social challenges in tourism too
According to the respondents, the top five problems perceived in connection with tourism are: inflation (10.4%), pollution and littering (9.7 %), traffic problems (9.6 %), scarce living space (9.4 %) and damage to nature and the environment (8.4 %). These issues are particularly prevalent among respondents in tourist centers. The population also occasionally perceives a certain lack of respect from tourists - be it towards the interviewees, their families or towards their own country and the environment. All of these problems are generally known challenges for society as a whole, but they are not at all or only indirectly related to tourism.
industry sensitizes and informs, ST directs
There is no widespread overtourism in Switzerland. However, local and temporary bottlenecks can be observed. Both the tourism industry and ST are aware of this issue and take the concerns of the population very seriously, even if they only really affect a small minority. "We want to proactively address the issue in various ways: Information and awareness-raising together with local stakeholders, campaigns and offers specifically for locals, but also the creation of diversifying tourism offers such as the recent Glacier E-Bike Tour from Valais via Central Switzerland to Graubünden," explains Damian Constantin, President of the RDK.
ST's tourism promotion also has unique leverage directly in the markets: such as working with tour operators for programs off the beaten track (Chinese journalists and content creators on hiking trails and e-bike tours in Davos-Klosters), targeting niche target groups (Japanese bike fans in Andermatt, Vals and Villars) and clever content creator marketing (a further training camp for content creators from the USA and other countries in Saas-Fee in September with trips throughout Switzerland and Liechtenstein afterwards).
No "overtourism" in Switzerland, but serious bottlenecks
Mass or overtourism is not a new phenomenon worldwide, but it is not widespread in Switzerland. Martin Nydegger, Director of ST, emphasizes: "The phenomena in this country are temporary and local bottlenecks that are well known to the industry and ST. We are taking these local situations very seriously. We do not operate our tourism alongside the population, but with it". With this in mind, the tourism industry and tourism marketing are directing the right guests to the right places at the right time. Seasons are being extended, such as promoting the fall. The diversity of Switzerland is showcased worldwide so that travelers are better distributed, immerse themselves more deeply and stay longer. With the Swisstainable industry program, the sector is continuously promoting sustainable tourism and its social compatibility.
