The national marketing office, Switzerland Tourism, is launching its biggest summer campaign ever to attract tourists to the country.
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It said the move had been prompted by the strong Swiss franc, the effects of the economic crisis in other European countries and unrest in North Africa and the Middle East.
“The budget of SFr48 million ($54 million) is the biggest ever for a Switzerland Tourism campaign,” said director Jürg Schmid on Friday.
City trips are a focal point of the campaign, as are new means of communication. An iPhone app in several languages, including English, will be available and a Facebook page has been set up to attract the international clientele.
A video, showing mountain farmers Sebi and Paul enjoying a rather busy and amusing day out in the city, is also being featured.
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Tourist sector frank about franc support
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However, the plan to supplement 2011-12 funding of the national marketing office by SFr24 million ($25 million), or around 14 per cent, is at odds with the government’s proposal to cut SFr5 million a year from Switzerland Tourism’s 2012-2015 budget. The Swiss Tourism Federation (STV) – the umbrella organisation representing the industry’s interests – has welcomed…
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The Swiss tourist industry had feared a significant decline in bookings from European holidaymakers due to the strong Swiss franc, which has raised the price of a vacation here by more than ten per cent since last year’s Christmas period. Tourism is a key industry in Switzerland, ranked fourth in the export sector, generating an…
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