Switzerland Tourism uses traveller data to sharpen inbound strategy

Switzerland Tourism is moving beyond growth numbers, focusing on sustainable travel and targeted experiences for key segments. And it is doing so with the support of traveller intelligence.

The organisation conducts the Tourism Monitor Switzerland survey once every four years to yield extensive data on travellers’ motivations, preferences, and behaviours throughout their journey. The latest research initiative engaged over 20,000 travellers from 147 source markets across 600 municipalities.

Switzerland Tourism’s chief marketing officer (east), Simon Bosshart, shared that insights from the survey helps the NTO to intensify its Travel Better strategy this year.

Travel Better, which prioritises enriching the travel experience and sustainability over solely pursuing visitor growth,­ is built upon five core pillars….