Switzerland Aims To Curb Excessive Tourism; Highlights Off-Season Charms And Less Noticed Destinations

The agency's strategy hinges on promoting off-season travel and hidden gems.

by Nikitha Sebastian
Switzerland Aims To Curb Excessive Tourism; Highlights Off-Season Charms And Less Noticed Destinations

Switzerland, a land of breathtaking scenery and iconic destinations, is taking steps to ensure tourism remains a sustainable source of prosperity. The Swiss tourism agency is prioritising a balanced approach, aiming to spread visitor flow throughout the year and promote lesser-known regions, all in an effort to avoid the pitfalls of excessive tourism.

Switzerland Aims To Curb Excessive Tourism

Image Courtesy: Canva (Representative Image)

Officials at a recent press conference in Zurich declared that they wanted to direct holidaymakers to the right places, at the right time. This proactive approach acknowledges the potential dangers of overtourism, while recognising the industry’s significant contribution to the Swiss economy.

While acknowledging some “temporary and localised bottlenecks,” the agency, led by Martin Nydegger, emphasises there’s no widespread overtourism issue. A prime example of such a bottleneck is the village of Iseltwald. Following the immense popularity of the South Korean Netflix series Crash Landing on You, the quaint village, with a population of around 400, saw a sudden surge in Asian tourists. This influx led to the implementation of a 5 Swiss franc fee for tourists seeking photos on the pontoon featured in a romantic scene from the show.

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Off-Season Charms And Less Noticed Destinations

Image Courtesy: Canva (Representative Image)

Fortunately, Switzerland benefits from natural deterrents to mass tourism. The strength of the Swiss franc, as highlighted by Damian Constantin, head of the conference of directors of regional tourist offices, inherently limits accessibility. The high cost of living further discourages budget travellers. Despite these factors, Switzerland Tourism remains committed to responsible management of this crucial sector, which generates a staggering 43 billion francs annually and contributes 4.5% of the country’s GDP.

The agency’s strategy hinges on promoting off-season travel and hidden gems. Collaboration with tour operators will see the creation of enticing packages, like electric bike tours and hiking adventures in Davos-Klosters, a renowned winter ski resort. Chinese online content creators will be instrumental in promoting these off-the-beaten-path experiences. Additionally, campaigns are underway to extend the tourism season by showcasing the beauty of the Swiss autumn.

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By showcasing Switzerland’s rich tapestry of landscapes and experiences, Switzerland Tourism aims to achieve a better distribution of visitors. This, in turn, will enable travellers to have a more immersive and enriching experience, while ensuring the long-term sustainability of a vital industry for the Alpine nation.

Cover Image Courtesy: Canva (Representative Image)

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