Switzerland Tourism is active in the luxury market and in selected emerging markets. These activities are coordinated and implemented out of Switzerland Tourism’s headquarters in Zurich.
Hereafter you find the most important information on the various markets.
Directory
Know the basics
| Address | Schweiz Tourismus Morgartenstrasse 5a 8004 Zürich Switzerland | |
| Contact Function Phone | Federico Sommaruga Director Emerging Markets & Special Projects -> Turkey/Greece, Southeast Europe, Iran, Central Asia and others +41 44 288 12 52 federico.sommaruga@switzerland.com https://www.linkedin.com/in/federico-sommaruga |  |
| Contact Function Phone | Pascal Prinz Director Global Luxury Market +41 44 288 14 00 pascal.prinz@switzerland.com https://www.linkedin.com/in/pascalprinz/ |  |
Market activities
Partner offering (STzM)
Overview for 2025
ST invites selected trade and media contacts from emerging markets to the Switzerland Travel Mart and international media trips organized by Switzerland Tourism in 2025.
If you would like to inquire about more activities in the luxury market or specific emerging markets, please contact the market managers listed above.
Partner offering will be developed for the luxury market in 2026.
Localized annual plan 2025
Last updated: 02/13/2025 by PP
Market situation and travel behaviour
Switzerland Tourism is launching a global luxury travel segment. With luxury travel revenue expected to double by 2032, Switzerland is poised for growth. Luxury travelers, while representing only 8% of overnight stays, contribute 25-30% of tourism revenue, spending an average of 630 CHF per day.
As there is a wide variety of emerging markets across the globe in various continents in an often fast-changing market environment, please contact the market managers listed above if you would like to find out about the situation in specific markets,
Personas
There is not one persona representing Luxury guests. The Luxury Travel is not represented by Quinn alone, but equally represented by 5 out of our 6 personas, only Jo is underrepresented. Lou holds the strongest share. Find more information about the personas here.
Key Performance Indicators for emerging markets Key Performace Indicators for the luxury market will follow
| Forecast 2025 | Overnights hotels | Growth compared to 2024 |
| Turkey | 165’676 | +1% |
| Romania | 127’553 | +6% |
| Hungary | 87’529 | +5% |
| Greece | 110’992 | +2% |
| South East Europe (Turkey, Greece, Hungary, Romania) | 491’750 | +3% |
| Israel | n/a | n/a |
| Iran | n/a | n/a |
| Argentina | 51’810 | +5% |
| South Africa | 58’996 | +15% |
| Colombia |
OSA Organization of the Swiss abroad
The network of Swiss living abroad is important. Over 778’000 Swiss are living outside of Switzerland. The ASO Council (200 members) holds annual meetings in Switzerland. ST contributes regularly to the various platforms (newsletter, printed magazines, calendars, website and social media).
EDA – Swiss Embassies and Consulates General
Regular exchange with Embassies and Consulates General abroad, in particular in
the countries where ST is not present. ST also delivers material for promotion and video/pictures for local events.