Switzerland Tourism has been operating in Canada since 1972. With 324,000 generated overnights in 2024, Canada is ranked 16th in Switzerland’s source markets. Below, you will find the most critical market insights for 2025.

Directory
Know the basics
Address | Switzerland Tourism 480 University Ave. Suite 1500 Toronto, ON M5G 1V2 | |
Market Manager | Oliver Weibel, Director Canada | |
Contact | +1 647-417-7438 oliver.weibel@switzerland.com www.linkedin.com/in/oliver-weibel-91352628/ | ![]() |
Media / PR | Laura Fairweather, Media Relations Project Manager Canada | |
Contact | +1 647 294-4687 laura.fairweather@switzerland.com https://www.linkedin.com/in/laurafairweather/ | ![]() |
Research and reports
Market activities
Last updated: 13/07/2024 by CrS
Partner offering (STzM)
Market update and reporting of finalized activities 2023
Click here for an overview slide for each finalized activity in the current year.
Localized annual plan 2025
Last updated: 06/02/2025 by crs
Market Situation
Canada is navigating a period of political and economic uncertainty, with both domestic leadership changes and international trade disputes shaping the outlook. In early January, Prime Minister Justin Trudeau announced his resignation, effective in March, when a new Liberal Party leader will be selected. This transition sets the stage for the federal election on October 20, 2025, where Pierre Poilievre’s Conservatives are positioning themselves as strong contenders for government.
Meanwhile, U.S.-Canada trade relations remain tense. The Trump administration’s plan to impose 25% tariffs on Canadian imports has been temporarily delayed by 30 days, offering a brief window for negotiation. If enacted, these tariffs could disrupt key sectors, weaken the Canadian dollar, and limit consumer spending. In response, Trudeau has urged Canadians to consider domestic travel instead of U.S. trips, potentially influencing travel behavior for summer 2025. The travel industry is already bracing for potential shifts. Canada was the top international source market for the U.S. in 2024, with 20.4 million visits.
At the same time, economic uncertainty and exchange rate fluctuations could push more Canadians toward European destinations, including Switzerland, where strong airline connectivity and competitive ski and summer travel offerings are appealing. With a weaker Canadian dollar making U.S. trips more expensive, Canada-to-Europe travel may hold steady, especially among luxury travelers and adventure seekers. The availability of IKON and EPIC ski passes in Switzerland further enhances its position as an attractive winter alternative to North America.
The combination of political shifts, economic concerns, and evolving travel preferences makes 2025 a critical year for Canada, with trade negotiations and policy decisions shaping the overall outlook.
Economic Outlook 2025
Canada’s economic outlook for 2025 remains mixed, with modest growth projections and significant external pressures. The Bank of Canada has revised its GDP forecast to 1.8%, reflecting a slightly improved but still fragile economy. However, the potential impact of a full-scale trade war with the U.S. looms large, as some economists estimate that a sustained tariff dispute could shrink Canada’s GDP by up to 3%, reducing household spending and business investment.
Inflation is expected to stabilize at 2%, while the Canadian dollar remains weak at 1.34 USD/CAD. A prolonged trade conflict with the U.S. could further devalue the currency, making imports more expensive and pressuring consumer spending on travel, retail, and entertainment. The Bank of Canada has responded by cutting its key policy rate by 25 basis points to 3%, aiming to support economic growth and ease borrowing costs.
The housing market is showing early signs of stabilization, with home sales in Toronto rising 10% in January 2025 following the rate cut. However, affordability remains a challenge, as the debt-to-income ratio sits at 180%, limiting disposable income for many Canadians.
The unemployment rate is forecasted at 6.5%, down slightly from 6.7% at the end of 2024. Job growth is expected in technology, tourism, and services, while manufacturing and construction remain uncertain, particularly if tariffs disrupt supply chains. Additionally, Canada’s immigration target has been reduced to 395,000 permanent residents, down from 500,000, as the government seeks to address housing and infrastructure strains. This shift could impact long-term labor force growth and economic expansion.
Overall, Canada’s economy faces a delicate balance, with modest growth, trade uncertainty, and shifting consumer priorities shaping the outlook for 2025. Whether trade negotiations with the U.S. lead to a resolution or further disruptions will be a key determinant in how the year unfolds.
Travel industry
Canada’s travel industry remains strong despite economic concerns, with 62% of Canadian adults planning a leisure trip between November 2024 and April 2025, the highest winter travel intent recorded since 2019. 40% of those travelers intend to leave the country, a trend that aligns with previous years. Financial considerations continue to influence Canadian travel choices, with 29% staying home citing high costs and 22% stating they cannot afford to travel. However, value and unique experiences remain key motivators for those who plan a trip. While the Caribbean remains the top choice for January and February getaways, there is a noticeable shift towards European destinations in March and April, with a 14% year-over-year increase in Canadians planning trips to Europe. France, Italy, Spain, Portugal, and the UK rank among the most sought-after destinations, with Ontario and Quebec leading as the strongest outbound markets.
Switzerland is an increasingly attractive option, particularly for ski travelers from the major east coast cities with all year around connection Toronto and Montreal. With affordable airfare and access to IKON and EPIC ski passes, skiing in Switzerland is now a strong competitor to North American resorts, offering world-class slopes, breathtaking scenery, and seamless travel access via direct flights.
As more Canadians look for high-value, bucket-list experiences, Switzerland remains a top choice for winter sports and multi-destination European adventures. Canada has never been better connected to Switzerland. Edelweiss Air is expanding its offerings, adding a new seasonal Halifax-Zurich route from July to October 2025, complementing its existing services to Vancouver and Calgary. SWISS International Air Lines has also extended its Toronto-Zurich route, now operating from March through October, increasing capacity and flexibility for Canadian travelers.
Travel behavior
From a travel perspective, economic pressures are expected to shift Canadian consumer behavior. The cost of U.S. travel is rising, and the Trump administration’s political action potentially redirecting some long-haul travelers to Europe and destinations where the exchange rate impact is less severe. Switzerland, in particular, may see stable demand from luxury travelers and ski tourists, especially with increased airline connectivity and competitive package options. However, budget-conscious travelers may opt for domestic travel or delay long-haul trips altogether.
The way Canadians explore Switzerland continues to evolve, with a strong preference for smaller, more personalized travel experiences over large-group tours. Many are designing their own multi-stop itineraries, combining cities with nature and adventure. While Zurich, Geneva, Lucerne, and Basel remain key entry points, mountain regions are seeing significant growth, particularly in Zermatt, Interlaken, Lauterbrunnen, and Grindelwald, where overnight stays have increased by 12.5% compared to the previous year. Travelers are also increasingly choosing shoulder seasons, with record-high visits in September and October. European travel demand is shifting, with 58% of travelers planning to stay for one to two weeks, while 32% extend their trips beyond two weeks. There is also a rise in self-catering accommodations, with 47% now opting for vacation rentals or private stays, marking a 5% increase from last year.
Switzerland’s position as a top choice for Canadian travelers remains strong, thanks to its accessibility, year-round outdoor appeal, and connection to major ski pass networks. While economic uncertainty may shift some travel patterns, the demand for high-quality, authentic experiences in Switzerland remains resilient.
Sources: Skift, U.S. Travel Association, Capital Economics, Statistics Canada, TMS Report 2023 – Canada, CBoC Winter Outlook, MIS Report 2025, Reuters, Associated Press, BBC News, Bank of Canada.
Personas
The Canadian market focuses primarily on the personas Kris, Max and Pat. Find more information about the personas here.
Key Performance Indicators
Final 2023 | Budget 2024 | |
Bed nights hotels | 302’032 | 308’979 |
Turnover Total (CHF) | ||
Growth 2022 – 2023 | + 11,8% | + 2,3 % |
Campaigning & Activation* | ||
· Top-Marketing Contacts | 448’397’264 | 220’000’000 |
· Customer reactions | 737’928 | 540’000 |
· Tracked Sessions on MyS.com per year | 3’105’813 | 3’000’000 |
· Bouncing Rate on MyS.com | ||
· Engagement Rate on MyS.com | 48,8% | 49.0% |
· Engagement Rate on Social Media | 0.45% | 0.45% |
Media work (KMM)* | ||
· Top-Coverage articles | 179 | 150 |
· Top-Coverage media contacts | 519’522’947 | 520’000’000 |
· Qualified Interactions with KMM | 1’158 | 1’200 |
Trade (KAM)* | ||
· Influenced overnight with tour operators | 373’148 | 360’000 |
· Influenced revenue with tour operators | 104’481’440 | 100’800’000 |
· Specific group and FIT packages | 263 | 270 |
· Qualified Interactions with KAM | 4’048 | 4’000 |
· Meetings: RFP’s | 196 | 210 |
· Influenced revenue business events | 9’370’953 | 11’655’000 |
· Qualified Interactions with business accounts | 1’693 | 1’700 |
Partner cooperations | ||
· Investments tourism partners | 1’665’258 | 1’665’258 |