Market – Germany

The team in Germany, comprising 16 dedicated professionals, operates from strategic locations in Frankfurt am Main and Berlin. The primary office in Frankfurt is responsible for overseeing a comprehensive range of functions including Marketing, Digital Marketing, Meetings, Incentives, Conferences and Exhibitions (MICE) across Germany and houses our Travel Trade Hub.

In Berlin, our operations include a specialized Media Hub. Across all districts – Berlin (for north and east Germany and Frankfurt (for middle an southern Germany) – our team includes dedicated media and trade representatives, each equipped to effectively cater to the specific needs of their district.

Frankfurt am Main

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	Peter Schmidtchen, Marketing Manager Germany
Contact LinkedIn	+49 69 509 551 002 peter.schmidtchen@switzerland.com www.linkedin.com/in/peter-schmidtchen

	Joachim Krasel, Event & Account Manager
Contact	+49 69 509 551 004 joachim.krasel@switzerland.com

	Charlotte Salewski, Manager Digital Marketing
Contact LinkedIn	+49 69 509 551 006 charlotte.salewski@switzerland.com www.linkedin.com/in/charlotte-salewski

	Franziska Gräfling, Digital Project Manager (from March 2026)
Contact LinkedIn	+49 69 509 551 00X franziska.graefling@switzerland.com https://www.linkedin.com/in/franziska-gräfling/

	Nadine Rubin, Digital Project Manager
Contact LinkedIn	+49 69 509 551 008 nadine.rubin@switzerland.com www.linkedin.com/in/nadinerubin

	Tanja Reinhardt, Trade & Communications Manager
Contact LinkedIn	+49 69 509 551 003 tanja.reinhardt@switzerland.com www.linkedin.com/in/tanjareinhardt/

	Krisztina Keilani-Schmidt, Communications & Trade Manager
Contact	+49 69 509 551 005 krisztina.keilani@switzerland.com

	Vivienne Hosennen Head of Trade & District Manager Southern Germany
Contact LinkedIn	+49 711 20 703 031 vivienne.hosennen@switzerland.com www.linkedin.com/in/vivienne-hosennen/

	Lara Hägi, Trainee
Contact LinkedIn	+49 69 509 551 007 lara.haegi@switzerland.com https://www.linkedin.com/in/lara-hägi

	Silvia Reitz, Office Manager Germany & Austria
Contact LinkedIn	+49 69 509 551 001 silvia.reitz@switzerland.com www.linkedin.com/in/silvia-reitz

Berlin

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	Tassja Dâmaso Head of Communications & District Manager North-East
Contact LinkedIn	+49 30 166 375 071 tassja.damaso@switzerland.com www.linkedin.com/in/tassjadamaso

	Andrea Daniele, Communications & Trade Manager
Contact LinkedIn	+49 30 166 375 074 andrea.daniele@switzerland.com www.linkedin.com/in/andrea-daniele

	Valerie von Oppeln, Communications & Trade Manager
Contact LinkedIn	+49 30 166 375 072 valerie.vonoppeln@switzerland.com www.linkedin.com/in/valerievonoppeln

SCIB

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	Katja Reinhardt, Manager Meetings & Incentives
Contact LinkedIn	+49 69 509 551 012 katja.reinhardt@switzerland.com www.linkedin.com/in/katjareinhardt/

	Franziska Reichl, Trainee
Contact LinkedIn	+49 69 509 551 010 franziska.reichl@switzerland.com https://www.linkedin.com/in/franziska-reichl-21a051224/

A look into the MICE-Market

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The MICE market (Meetings, Incentives, Conventions, Events) comprises a variety of events that are of great importance to companies and organizations. These include meetings (e.g. workshops, seminars, conferences), incentives (rewarding trips or experiences for employees or business partners), conventions (large congresses, symposia and trade fairs) and events (e.g. company celebrations, team-building activities or product presentations).

The market is currently undergoing exciting changes, such as the growing demand for hybrid and digital formats and an increasing focus on sustainable event planning. The event and live marketing industry is navigating the dynamic interplay between rapid technological advancements and the rising demand for authentic experiences. While digital innovations like AI, VR, and AR open up new possibilities, in-person interactions remain a key success factor.

• ST market research page –– here
• ST Research Report 2025 –– Download here
• ST TMS 2023 –– Download here

Campaigning & Activation
„Stadt. Land. Unentdeckt!“ – our high‑impact campaign showcasing hidden gems in the Key Partner regions
This creative, visually striking two‑year campaign highlights the fact that the partner regions still offer genuine, undiscovered tourism treasures.

In the first campaign year, content creators explore the spring or autumn gems (season and content determined by the partner) in the key partner destinations. Their exciting journey — designed as a playful challenge between two creator teams — leads them to surprising experiences in the mountains, in the city, and on the water, all captured on film. Throughout their trip, participants travel exclusively by public transport, making this sustainable mode of travel another important storytelling pillar of the campaign. They share their on‑site experiences directly with their communities.

In the second campaign year (2027), a major YouTube series distribution campaign will be launched, featuring the content tailored to the chosen season (spring or autumn).

Grand Gourmet Rides
Road cycling, gravel tours, and cycling experiences overall have been booming, especially since the pandemic. Cycling enthusiasts love pursuing their hobby in nature — without compromising on comfort, food, or accommodation.

Focusing on the participating Key Partners, we are developing a 360‑degree campaign around the theme of cycling experiences in Switzerland combined with culinary enjoyment (Digital, KMM, KAM). We will build a microsite with an interactive map featuring routes and partner businesses, and from spring 2026 launch a strong digital distribution campaign with a social‑media focus targeting relevant audiences. Additionally, we will collaborate with the route platform Komoot, establish influencer collaborations, and organize media trips and study tours.

Key Partners: Joint Presence on Platforms
We offer our Key Partners access to major platforms relevant to us in Germany, enabling joint placements to achieve greater reach and ensure sustained visibility for Switzerland‑related themes.

In 2026, we will collaborate with the creator platform „Home of Travel“, focusing on creator‑led and social‑media‑driven content production. In addition, a Switzerland series will be developed with Germany’s largest travel podcast „Reisen. Reisen.“. We will also launch an inspirational campaign on Pinterest for the participating Key Partners.

Key Partner Media Cooperations
The key partner media cooperation campaign starts in March (focus on summer), the second wave then in late summer (focus on autumn), followed by the third wave for winter. Together with media and business partners, we are implementing targeted, predominantly digital content measures to attract new guests to Switzerland/our key partner regions. Cooperation partners include ‘Die Zeit’, ‘FAZ’ and ‘Süddeutsche Zeitung’, ‘MERIAN, ‘Stern’, ‘Outdoor’, ‚Wandermagazin‘, the German Alpine Association (DAV), Globetrotter Ausrüstung and the German Ski Association (DSV).

Digital Campaign: Skianuary 2.0 2026
New Year – New Ski! After ‘Dry January’ and ‘Veganuary’, we are establishing SKIANUARY. It is the second edition after the successful SKIANUARY campaign in January 2024. In January 2026, we will be providing our community and „JOs“ with winter sports content. This time, the focus is on bucket list experiences in winter. We are setting up a SKIANUARY hub on MyS.com and will have a very strong presence on social media for the month.

Digital Campaign: Die unendliche Wintergeschichte 2026/27
For the 2026/27 winter season, we are creating a powerful digital campaign dedicated to the theme of discovery. The goal is to showcase Switzerland’s winter as endlessly rich in experiences. With so many possibilities available, there is always more to discover.

This content‑driven campaign specifically targets an active, younger, and sustainability‑minded audience, introducing them to surprising new winter activities — including those beyond the ski slopes.

Public Transport Campaigns / Cooperation Deutsche Bahn
Together with Deutsche Bahn, we are running two major campaign waves in 2026: In spring and autumn, we will use strong digital and out-of-home measures to reach key target groups for Switzerland while promoting sustainable travel. Target markets in Germany are: Baden-Württemberg, Bavaria, North Rhine-Westphalia and Hamburg.

„Bahnsinnige Schweiz“
A major project in the field of public transport marketing will be the „Bahnsinnige Schweiz“ tour. In mid‑April 2026, together with our Key Account Ameropa, we will invite 80 carefully selected travel agents to Switzerland for an exceptional rail‑focused experience. Highlights include visits to Chur, the Bernina Express (Chur–Tirano–Lugano), as well as workshops and excursions in the Lugano region.

10 years of Grand Train Tour
The 10th anniversary of the Grand Train Tour is a strong topic topic in our media relations and key account management this year, and we will be communicating it broadly across various formats such as media dinners, KAM webinars, and B2B newsletters.
In Campaigning and Activiation there will also be a digital co-operation with the Frankfurter Allgemeine and Süddeutsche Zeitung to mark the anniversary in early spring.

Key Account Management (KAM)
Germany is one of Switzerland Tourism’s most important sales markets. In Key Account Management, we work nationwide with more than 20 tour operators – from major generalists such as DERTOUR and TUI to smaller, highly specialised niche players – to position Switzerland across a broad range of target groups and products.

We complement this with a strong year-round programme of events, fam trips, webinars and other trade activities to stay closely connected with travel agencies and remain top-of-mind. Through our marketing agreements with tour operator partners, we generate around 620,000 overnight stays, equivalent to an estimated turnover of approx. CHF 93 million.

KAM: Rhine & Rösti – multi-market roadshow on the Rhine
One of this year’s highlights is Rhine & Rösti, our premium multi-market Rhine roadshow that brings Switzerland directly to the trade in a truly distinctive setting — on board a luxury river cruise ship. From 24–27 March 2026, we travel from Basel to Amsterdam, combining compact Switzerland updates, targeted networking and selected onboard experiences with around 35 Swiss partners.

Key Media Management (KMM)
Germany’s media landscape is very diverse, largely thanks to the very strong public broadcasting system for radio and television (ARD). Germany is also home to Europe’s largest newspaper market.
ST works closely with all leading media outlets for media trips, press events and the fostering of personal contacts. We are proud of our strong networks in key media cities such as Munich, Cologne, Hamburg, Berlin and Frankfurt. Every year, over 200 German journalists travel to Switzerland with ST and report on their travels. For many years, the media team has been awarded the annual title of „Verkehrsbüro des Jahres“ – elected by 150 establised travel writers.

The German market presents a dynamic yet challenging landscape for Switzerland Tourism. Nevertheless, Germany remains one of Switzerland’s most crucial tourism markets, thanks to its proximity and the strong cultural and economic ties between the two countries.

Recent trends indicate a growing interest among German travelers in sustainable and nature-based tourism, areas where we excel with our pristine landscapes and commitment to environmental conservation through Swisstainable and „Travel Better“. This aligns well with the increased environmental awareness in German society, presenting a unique opportunity for Switzerland Tourism to highlight these aspects.

The German market is also characterized by a high demand for quality and value, with German tourists often seeking out destinations that offer a blend of cultural experiences, relaxation, and outdoor activities. Switzerland’s diverse offerings, from its alpine adventures to its rich cultural heritage, cater well to these preferences.

According to recent data from the Forschungsgemeinschaft Urlaub und Reisen e.V. (FUR), travel behavior among German holidaymakers remains robust, with strong demand expected to continue into 2026. High travel intentions persist, supported by diverse interests and motives that allow for a wide range of offerings. FUR reports growing interest in holidays in Alpine regions, alongside an increasing awareness of sustainability in tourism. These trends are likely to remain stable, provided economic conditions do not deteriorate. For Switzerland, this presents an opportunity to strengthen its positioning through initiatives such as Travel Better and the Swisstainable program, emphasizing sustainability, quality, and authentic experiences. In addition, digital booking continues to dominate, with mobile-first solutions and personalized offers gaining importance. Demographic shifts—such as the rise of younger, experience-driven travelers and the aging population seeking comfort and security—will further shape demand. Tailoring marketing strategies to highlight Switzerland’s strengths while remaining sensitive to price and economic factors will be critical for success in the German market in 2026.

Germany’s economic situation remains challenging. According to the latest Ifo Institute forecast (December 2025), GDP growth is expected to reach only 0.2% in 2025, with a modest recovery to around 0.8% in 2026. Despite rising nominal incomes, consumer sentiment remains cautious: real disposable household income increased by 1.3% in 2024, yet private consumption grew by just 0.3%, while the savings rate climbed to 11.4%. Corporate investment also remains subdued.

Key factors behind weak domestic demand include persistent uncertainty over economic policy and global trade developments. In Germany, unclear fiscal priorities of the federal government continue to dampen investment confidence, while internationally, potential tariff measures from the U.S. add to market volatility. Forecast risks remain high, and much will depend on the speed and effectiveness of planned stimulus measures in Germany and broader European economic stability.

Nevertheless, the outlook for the travel industry remains positive. Despite economic headwinds, travel continues to be a high priority for German consumers, supported by strong travel intentions and a willingness to allocate discretionary spending to holidays. This resilience, combined with growing interest in sustainable and experience-driven travel, suggests that demand for international destinations—including Switzerland—will remain robust in 2026.

The German travel industry remains a key driver for Swiss tourism, and Switzerland Tourism continues to maintain a strong presence, particularly in the B2B sector.

Industry Structure: Major players in the German market for Swiss holidays have retained their positions, with ST successfully deepening relationships and leveraging trade partnerships throughout 2025.

Trade Importance: With the growing relevance of the travel trade in Germany, ST is prioritizing advanced digital marketing tools, personalized content, and enhanced customer service to meet diverse traveler needs. Segment-specific strategies remain essential to secure Switzerland’s competitive position in this crucial market.

Travel Preferences: German travelers increasingly favor sustainable, nature-oriented, and rail-based travel experiences. This trend aligns perfectly with Switzerland’s offerings, including the Swisstainable program and the “Travel Better” positioning, which emphasize eco-friendly practices and authentic outdoor experiences.

Outlook: Despite economic uncertainties, strong travel intentions and rising demand for high-quality, sustainable holidays indicate that the German market will remain highly attractive in 2026. Switzerland is well positioned to benefit from these trends by reinforcing its unique strengths and delivering tailored experiences.

Carefree holidays, relaxation, and stress-free experiences remain central expectations for the majority of German travelers in 2026. According to FUR’s Reiseanalyse, the core holiday motives—fun and enjoyment, health, relaxation, and shared experiences—have continued to gain importance, reflecting a stronger focus on well-being and deceleration. Travel remains a deeply ingrained habit, and despite economic uncertainties and global challenges, concerns about the future are not a fundamental barrier to holiday travel. Demand is expected to stay robust, with trip volumes projected to remain above pre-pandemic levels: around 72 million holiday trips by the German-speaking population are anticipated for 2025, with similar or slightly higher figures likely for 2026. Preferences confirm that German holidaymakers are multi-optional, with more wishes and interests than can be realized in a single trip, which secures overall demand but intensifies competition. A sign of this flexibility: 52% of travelers plan to visit a destination they have never been to before, up from 45% in the previous year. Digital booking continues to dominate, with mobile-first platforms, dynamic packaging, and personalized offers becoming standard expectations. In addition, social media and influencer-driven inspiration play an increasingly important role in destination choice, especially among younger travelers seeking authentic and shareable experiences. These trends underline the importance of diverse, high-quality offerings and position Switzerland well to meet evolving expectations for sustainable, nature-based, and authentic experiences.

The upward trend in the German event market continues, particularly for business events, which are seeing a high number of attendees. Good accessibility remains the most important criterion when selecting event locations. Conferences, meetings, and seminars are especially in demand, while smaller events with fewer than 100 participants are on the decline. Despite increased event budgets in 2023, costs have also risen, which continues to shape event planners‘ budget perceptions. The biggest challenge remains the rising prices, which make event organization more difficult.

In this context, Switzerland plays a special role. In particular, the higher costs in the Food & Beverage (F&B) sector currently pose a challenge for companies from Germany. Prices for catering and gastronomy in Switzerland are significantly higher compared to other destinations, complicating budget planning. However, in the area of accommodations, Switzerland can compete with other national and international destinations, offering a wide range of lodging options that are both high-quality and competitively priced. Despite the higher F&B costs, Switzerland stands out with its exceptional service quality and reliable infrastructure, which enable events to be organized efficiently and smoothly. Notably, Switzerland’s good accessibility, both for national and international guests, continues to make it an attractive destination for business events.

The German market focuses primarily on the personas Lou and Kris. Find more information about the persona framework for Germany here.