Switzerland Tourism is active in selected emerging markets to assess the potential of future growth 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

  1. Know the basics
  2. Bi-monthly market update
  3. Localized annual plan 2024

Know the basics

AddressSchweiz Tourismus
Morgartenstrasse 5a
8004 Zürich
Switzerland
Contact
Function
Phone
E-mail
LinkedIn
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
E-mail
LinkedIn
Pascal Prinz
Director Emerging Markets West & Global Accounts
-> LATAM (main focus: Argentina, without Spain, without Brasil
and without Mexico) and Africa (main focus: South Africa) 
+41 44 288 14 00
pascal.prinz@switzerland.com
https://www.linkedin.com/in/pascalprinz/

Market activities

Partner offering (STzM)

Overview for 2024 

ST invites selected trade and media contacts from emerging markets to the Switzerland Travel Mart and international media trips organized by Switzerland Tourism in 2024.  

If you would like to inquire about more activities in specific emerging markets, please contact the market managers listed above.

Localized annual plan 2024

Last updated: 02/02/2024 by PP

Market situation and travel behaviour

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

In many emerging markets, the focus is primarily on the personas Lou, Kris, Max and Pat. Find more information about the personas here.   

Key Performance Indicators

Forecast 2024Overnights hotelsGrowth compared to 2023
Turkey125’373+6%
Romania125’405+15%
Hungary98’970+12%
Greece90’913+5% 
South East Europe (Turkey, Greece, Hungary, Romania) 400’916 ON+10% in 2024
Israeln/an/a
Irann/an/a
Argentina44780+26%
South Africa46’124+14%
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.

Global Accounts 

Global Accounts (=tour operators) operate in numerous markets and have a global reach. Based on strategic agreements, ST and global accounts aim to implement strategic initiatives, such as launching and selling Swisstainable products, increasing the length of stay and harmonizing the seasonal or regional distribution of guests in Switzerland.