Switzerland stakes marketing claim to Alps
The tourist industry has launched its summer marketing campaign by making a cheeky effort to copyright the Alps, under the slogan "Mountains. Copyright."
The campaign accents ecological tourism, to coincide with the International Year of Mountains, as the United Nations has declared 2002.
The tourist industry’s marketing organisation, Switzerland Tourism, says the desire for authenticity and back to nature holidays is growing.
“We want to make visitors more aware of the unique and varied alpine landscape. We want to give them the opportunity to explore untouched natural areas, while sticking to well-marked trails,” says Silvia De Vito of Switzerland Tourism.
“We are convinced that visitors will be impressed by the landscape and natural wonders, and learn to appreciate how important it is to protect them.”
To make ecologically important areas of the Swiss Alps better known, Switzerland Tourism has awarded an eco-label, a blue Gentian flower, to nearly-pristine landscapes.
To get to these places, Switzerland’s public transportation network is being promoted as never before.
According to De Vito, Switzerland Tourism has worked closely with local environmental organisations to ensure that any damage to the fragile alpine ecosystems is kept to a minimum.
Claim to copyright
The Swiss claim to a copyright on the mountains is based on the long history of tourism in the Swiss Alps. As early as the late 19th century, Swiss hotels boasted 12 million overnight stays a year.
And Switzerland is the only country that can boast a natural alpine area recognised by Unesco as a World Heritage Site – the “Jungfrau-Aletsch-Bietschhorn” region, which counts several 4,000-metre peaks, and the Alps’ longest glacier.
Switzerland Tourism’s campaign also points out that the Matterhorn is probably the most photographed peak in the world and the Eiger North Face is Europe’s most notorious climbing wall.
Among other records, the Pilatus Railway became the world’s first cog railway when it was built in 1871 and it is still the steepest.
Alpine holidays of varying lengths can be found in Switzerland Tourism’s accompanying brochure or on its website, myswitzerland.com.
The website also makes a virtual tour of the Swiss Alps possible. Internet visitors can move their mouse to view 360-degree panoramic pictures from more than 30 mountain top vantage points. The website also includes videos, postcards and a large selection of alpine holidays to suit every taste.
The site also includes an exclusive interview with the UN secretary-general, Kofi Annan.
“Mountains send out an invitation to you,” Annan is quoted. “So if you have a bit of time, follow their call. You are sure to enjoy it. And I am convinced that the mountains will go on keeping you enthralled.”
by Dale Bechtel and Alexander P Künzle
In compliance with the JTI standards
More: SWI swissinfo.ch certified by the Journalism Trust Initiative
You can find an overview of ongoing debates with our journalists here . Please join us!
If you want to start a conversation about a topic raised in this article or want to report factual errors, email us at english@swissinfo.ch.