Since its establishment in Germany, Switzerland Tourism has significantly influenced the travel dynamics between the two nations. Germany stands as Switzerland’s most important foreign source market, contributing to nearly 4 million overnights each year. The following sections will provide essential market data and offering insights into the our work in Germany. This information is vital for understanding the German market’s influence on Swiss tourism and guiding future promotional efforts.


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

Know the basics

AddressesSwitzerland Tourism
Mendelssohnstrasse 87
60325 Frankfurt am Main

Switzerland Tourism
Königstrasse 58
70173 Stuttgart

Switzerland Tourism
Am Tempelhofer Berg 7D
10965 Berlin
Country ManagerJörg Peter Krebs
Contact+49 695 09 551 011örg-peter-krebs

Meet the Team

The team in Germany, comprising 17 dedicated professionals, operates from strategic locations in Frankfurt am Main, Berlin and Stuttgart. 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.

In Berlin, our operations include a specialized Media Hub, while Stuttgart houses our Travel Trade Hub. Across all three districts – Berlin, Frankfurt and Stuttgart – our team includes dedicated media and trade representatives, each equipped to effectively cater to the specific needs of their district.

Frankfurt am Main

Peter Schmidtchen, Marketing Manager Germany

+49 69 509 551 002
Joachim Krasel, Event & Account Manager


+49 69 509 551 004
Charlotte Salewski, Manager Digital Marketing

+49 69 509 551 006
Carmen Goetz, Digital Project Manager

+49 69 509 551 007ötz
Nadine Rubin, Digital Project Manager

+49 69 509 551 008
Tanja Reinhardt, Trade & Communications Manager

+49 69 509 551 003
Krisztina Keilani-Schmidt, Communications & Trade Manager

+49 69 509 551 005
Silvia Reitz, Office Manager Germany & Austria

+49 69 509 551 001


Katja Reinhardt, Manager Meetings & Incentives

+49 69 509 551 012
Manon Ryser, Trainee

+49 69 509 551 010

A look into the MICE-Market

The event market in Germany is gradually recovering – both quantitatively and qualitatively, according to a joint press release. Accordingly, the number of face-to-face events has risen significantly. Hybrid and virtual formats are becoming increasingly less relevant. At the same time, the MICE market is changing again: in future, business events will primarily be determined by shorter planning cycles, a stronger influence of sustainability aspects and increased staffing requirements. For 2024, all providers expect a further increase in sales of around 20 per cent compared to 2023.

Research and reports

  • ST market research page –– here
  • ST Research Report 2023 –– Download here
  • ST TMS 2017 –– Download here

Market activities

Last updated‘: 02/04/2024 by TD

Upcoming Activities

SCIB Networking Event 
In June, the Switzerland Convention & Incentive Bureau will welcome around 30 event planners from all over Germany on board the „Backschaft“ in Frankfurt. Together with partners from Switzerland, we enjoy an evening on the river Main with a view of the skyline, while culinary delights are served and there is the opportunity to get to know Switzerland as an event and business destination and to network.

Have you ever been to an escape room? Escape rooms are live-action games in which people are locked in a themed room and have to solve a series of challenges. They have gained popularity worldwide and are a much-loved activity among groups of friends, families or as team building. In autumn 2024, ST is transferring this successful concept to Switzerland: an exciting treasure hunt filled with riddles across Switzerland and its most famous sights featuring four well-known German content creators. Eight episodes on YouTube and pure thrills. Stay tuned.

Rhein & Rösti
An exclusive river cruise on the Rhine awaits our most important German KAM, KMM and MICE contacts in November 2024. „Rhine & Rösti“ offers our Swiss partners a unique platform that connects them with the most important key contacts from ST’s biggest foreign source market. Excellent on-board cuisine and entertainment on board ensure that this three-day trip will be unforgettable for everyone involved. Ahoy!

ST’s very own „Skigym“ combines retro with the fitness trend. The digital campaign during winter 24/25 prepares Germany for the slopes: Sporty winter experiences in Switzerland are introduced to the target groups in Germany with a sense humour.

11 Freundinnen (Women’s EURO 2025)
The time has come. The Women’s EURO 2025 brings football fever to Switzerland. And, of course, football nation Germany is in the starting blocks. The ST Germany team is working on a range of activities that will be organised under the title „11 Freundinnen“ (eng. 11 friends). The events centred around EURO 24 in Germany will be used as a platform for the upcoming tournament in Switzerland.

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 2024

Last updated: 25/01/2024 by PS

Market Situation

The German market presents a dynamic yet challenging landscape for Switzerland Tourism. In the wake of the global pandemic, Germany’s economy has shown resilience, but it continues to grapple with the ripple effects of the crisis, including inflation and supply chain disruptions. 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. 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.

Tailoring marketing strategies to highlight Switzerland’s strengths in sustainability, quality, and diverse experiences, while being mindful of the economic sensitivities, will be key to success in 2024.



Germany, Europe’s largest economy, has shown signs of economic strain, primarily due to lingering effects of the global pandemic, geopolitical tensions, and supply chain disruptions. The inflation rate in Germany, which saw a significant rise in the past year, remains a central concern. This inflation is partly driven by energy prices and supply bottlenecks, impacting consumer spending and business investment decisions.

Another key factor is the monetary policy stance of the European Central Bank (ECB). Much like the Federal Reserve in the United States, the ECB has been grappling with the delicate balance of controlling inflation without hindering economic growth. Any changes in interest rates or monetary policy will directly impact the economic landscape in Germany and, by extension, the travel and tourism sector.

The German job market, however, has shown a degree of resilience, with unemployment rates relatively stable. This resilience is a positive sign for consumer confidence, but it is tempered by the broader economic uncertainties and the cost-of-living increases affecting disposable income.

The technology sector in Germany, mirroring global trends, has experienced some volatility, with adjustments in investment and employment levels. This sector’s performance is a crucial indicator of broader economic health, given its role in driving innovation and productivity.

For Switzerland Tourism, these economic conditions in Germany necessitate a strategic approach. While the desire for travel and leisure remains strong among German consumers, their spending decisions are likely to be more value-conscious.

In summary, the German economy in 2024 presents a mix of challenges and opportunities. A keen understanding of these economic dynamics will enable us to better align our tourism offerings with the evolving needs and preferences of German travelers.

IFO economic forecast December 2023: The course for the German economy is set for recovery. Inflation is still on the retreat, wage incomes are rising at strong rates and employment is higher than ever before in reunified Germany. This means that purchasing power is returning and overall economic demand should pick up again. Price-adjusted gross domestic product is expected to rise by 0.9% next year, following a decline of 0.3% this year. The economy should then normalize in 2025. Price-adjusted gross domestic product is expected to increase by 1.3% compared to the previous year.

Travel industry

The Travel Trade in Germany is crucial for Swiss tourism, with Switzerland Tourism (ST) reinforcing its presence in this key market.

Industry Structure: Key players in the German market for Swiss holidays have maintained their presence, with ST successfully reinforcing relationships during this period.

Trade Importance: In response to the growing significance of the trade sector in Germany, ST is focusing on advanced digital marketing and customer service strategies to effectively cater to the diverse needs of this key market. Tailored approaches for various traveler segments in Germany are essential for maintaining our strong position in this crucial Travel Trade Market.

Travel Preferences: A growing group of German travelers are increasingly favoring sustainable, nature-based, and train travel options. This trend aligns well with Switzerland’s tourism offerings, which emphasize eco-friendly practices (Swisstainable) and outdoor experiences.

The travel industry is looking to the new 2024 travel year with confidence, building on a successful 2023 – demand for holidays is already high, especially for the coming summer months. The German Travel Association (DRV) anticipates moderate year-on-year revenue growth of four per cent for the market for holidays and private trips of at least one overnight stay. It is expected that people will spend a total of 78 billion euros on travel services that are booked before the start of their holiday – both for package tours offered by tour operators and for individually arranged holidays. „Long-haul holidays in particular will therefore experience a noticeable upturn,“ expects DRV President Norbert Fiebig.

Travel behavior

Carefree holidays, relaxing on holiday and not having to worry about anything remain a very central and important expectation of holidays for the majority of Germans. According to FUR’s (Forschungsgemeinschaft Urlaub und Reisen) analysis in the „Reiseanalyse“, there were only slight changes in the top holiday motives, but notable changes in the details of other motives that are still considered important. In the last 3 years, the motives of fun/enjoyment, health, relaxation and shared experiences – i.e. more ego-related, decelerating aspects – have become more important for more people. In contrast, the hunger for action or novelty is on the decline. The topic of sustainability on holiday has become increasingly important for Germans over the years.

  • Sustainable & Eco-Conscious Travel
  • Digitalization & Personaliztation
  • Shorter and more frequent trips


SCIB – A look into the German Meeting Industry

The event market in Germany is gradually recovering – both quantitatively and qualitatively, according to a joint press release. Accordingly, the number of face-to-face events has risen significantly. Hybrid and virtual formats are becoming increasingly less relevant. At the same time, the MICE market is changing again: in future, business events will primarily be determined by shorter planning cycles, a stronger influence of sustainability aspects and increased staffing requirements. For 2024, all providers expect a further increase in sales of around 20 per cent compared to 2023.

20230831_SCIB_Market Situation Germany_englisch.docx


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

Key Performance Indicators

Final 2023Budget 2024
Bed nights hotels3’769’0413’884’000
Turnover Total (CHF) 490 Mio. 505 Mio.
Growth 2022 – 2023%%
Campaigning & Activation
·      Top-Marketing Contacts373’236’095210’000’000
·      Customer reactions781’870720’000
·      Tracked Sessions on per year4’888’6294’800’000
·      Bouncing Rate on MyS.comn/an/a
·      Engagement Rate on MyS.com47,7%47.0%
·      Engagement Rate on Social Media0,82%0,82
Media work (KMM)
·      Top-Coverage articles627700
·      Top-Coverage media contacts524’074’109600’000’000
·      Qualified Interactions with KMM5’7385’500
Trade (KAM)
·      Influenced overnight with tour operators623’182590’000
·      Influenced revenue with tour operators81’013’66076’700’000
·      Specific group and FIT packagesn/an/a
·      Qualified Interactions with KAM2’1142’000
Partner cooperations
·      Investments tourism partners2’370’9542’300’000
·  Qualified contacts in database5.6296.000
·      Qualified interactions with clients6211.000
·      Influenced overnight stays2.6835.000
·      Resulting touristical turnover893.4391.665.000
·      Web-Visits on