Switzerland Tourism is hoping to encourage more Brits to travel out of peak times as it looks to spread arrivals through the year.

Martin Nydegger, chief executive of Switzerland Tourism, said the country hadn’t fully recovered from the effects of the pandemic and was 10% down on 2019 figures. Speaking in September, he said a strong domestic tourism market was one of the reasons the country was only 10% down. The UK market was 25% down for the first half of 2021. 

He said: “We’re still missing half of our overseas visitors and that’s significant for us, but the domestic market has been very strong and that’s why we are 10% down which in reality isn’t too bad considering the extent of the pandemic and its effects.

“We were very lucky in Switzerland that we never had a hotel closed during the pandemic, we never closed them and that’s important in our recovery.”

Nydegger went on to explain that hotels and hospitality remaining open during the pandemic had meant there was a solid base to grow from, as opposed to starting from zero. 

“It’s easier to ramp up and recover from a minimum base as opposed to a zero base,” he said. 

He said challenges would always remain for the tourism industry, citing energy prices, the war in Ukraine, currency issues, inflation and material shortages. However, he insisted Switzerland had learnt so much during the pandemic that it’s strategy for the future was strong. 

The country will focus on four main pillars moving forward - extending length of stay, encouraging tourists to explore more beyond the traditional highlights, flattening the curve to encourage visitation throughout the year and highlighting the destinations sustainable credentials more. 

“We want to make sure people visit throughout the year. We have an incredibly attractive winter and summer offering, and that’s well known, but actually Switzerland in the spring and autumn is just wonderful. Autumn in particular is my favourite time and we need to shout about that more because it’s a win win for everyone.”

Switzerland Tourism’s UK director Alex Herrmann said he was very focussed on the luxury segment - particularly luxury adventure and luxury family. He said the trade was more crucial than ever before. 

“The travel trade is so important to us, it always has been but now more than ever,” Herrmann said. 

“We want to work even closer. We need the travel trade as a call to action.”