Switzerland woos Muslim travellers with thoughtful services, influencer collaborations

Imagine snow-capped mountains but printed on a headscarf that you can wear. Switzerland Tourism’s latest campaign saw it partner Buttonscarves, an Indonesian premium scarf and headscarf brand, as part of efforts to reach out to Muslim travellers.

The campaign featured influencers from Indonesia showcasing Switzerland’s landscapes and wearing headscarves from the brand’s specially created Switzerland series adorning prints of the country’s natural scenery.

It resonated well with Indonesian Muslim audiences, according to Batiste Pilet, director, Southeast Asia, Switzerland Tourism.

This is part of Switzerland Tourism’s efforts to reach out to the Muslim market in South-east Asia, with key markets for halal tourism coming from Indonesia, Malaysia, and Singapore.