Switzerland Tourism has been present in Spain since 1955, first in Madrid and in 2006 moving its office to Barcelona. Two years after the opening in 2022 of ST’s first antenna, in Lisbon, and its excellent results, Portugal will become a full-fledged ST market as of 2025 (District of ST BCN).
In 2023, the Spain market recorded 0.477 million overnights and 0.458 million overnights in 2019. With a market share of 1.14%, Spain was the 12th highest ranked source market (out of a total of 28 ST markets) in 2023. The growth rate for overnights was 11.5% between 2013 and 2023. Between 2019 and 2023, the development was 4.1%. The corresponding growth ranking was 16 and 14 respectively.
In 2023, the Portugal market recorded 0.161 million overnights and 0.136 million overnights in 2019. With a market share of 0.39%, Portugal was the 23rd highest ranked source market (out of a total of 28 ST markets) in 2023. The growth rate for overnights was 21.6% between 2013 and 2023. Between 2019 and 2023, the development was 18.6%. The corresponding growth ranking was 15 and 6 respectively.

Directory

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

Know the basics

Address (New from Jan 2025)Suiza Turismo
Rambla de Catalunya, 52
Eixample, 08007 Barcelona, Spain
Market ManagerMisha Gambetta, Director España y Portugal
Contact+34 93 467 87 12
misha.gambetta@switzerland.com
LinkedInwww.linkedin.com/in/mishagambetta/

Meet the Team

The team consists of three people in Barcelona responsible for the Spanish market and one person in Lisbon for the Portuguese market. 

Research and reports

  • ST market research page –– here
  • ST Research Report 2024 for Spain –– Download here
  • ST Research Report 2024 for Portugal –– Download here
  • ST TMS 2023 –– Spain Download here, Portugal Download here

Market activities

Last updated: 14/02/2024 by MG

Localized annual plan 2025

Last updated: 11/02/2025 by MG

Market Situation

Compared to the European average, which sees overnight stays rather stagnant, the Iberian Peninsula is grinding out record numbers. Even Travel Switzerland, after a boom in 2023 sales with 3-digit percentage growth, continues to record excellent growth results.
While summer remains the preferred season for Spanish and Portuguese tourists to visit Switzerland, other months normally considered “off-season” have experienced significant growth in 2024. In Spain, almost all months were up, with strong peaks in February with +13.4% , March +30% , in May +17.3% for overnight stays. In Portugal, of particular note are the ON stays of the months of March (+22%), May (+20%), August (+26%). But basically every month with double-digit percentage growth.

Big fans of car travel, Spaniards are rediscovering a passion for train travel. Spain’s rail network is the densest in the world, high-speed train travel is the order of the day, and competition from operators makes it an economical product. At the same time, especially the younger generation, even for international travel, considers the train a priority choice.
The return of night trains (connections are also planned from/to Switzerland) represent a new opportunity for those who prefer more ecological means of transport and a different travel experience (not necessarily cheaper, but with more ’slow‘ modes and times).

Economy

Spain will be the country with the highest economic growth in 2024, with a rate that the Monetary Fund recently adjusted to +2.9 %. A global record that is due to the policies adopted in recent years. Among the driving sectors are tourism, foreign investment and increased public spending especially in services. The government has also raised the minimum wage currently set at 1’134 euros and introduced the minimum subsistence income.

Good prospects also in Portugal, where the country’s economy will grow between 2 % and 2.3 % annually from 2024 to 2026, outperforming the euro area average. Inflation is projected to decline to 2.5 % in 2024, 2.1% in 2025, and 2 % in 2026, thanks to decreasing price pressures.

The Private Banking Union (UBP) in early December, with reference to forecasts for 2025, also confirms the rosy outlook for the two countries, confirming moderate growth in Europe, but with the two Iberian countries, they will see better performance than the big ones in Europe. European average approx. 1% vs. Spain and Portugal above 2%.

Travel industry

The most important Spanish and Portuguese tour operators confirm the good momentum of the “Switzerland” product in terms of sales. While large TOs focus on both group and individual travel, with itineraries of several days, either mono-Switzerland or in combinations with other European countries or cities, smaller agencies are diversifying into more niche targets (senior, sporty, women-only, sustainable travel). There are also interesting TOs, more tailor-made agencies, with great potential for our country, and a database of customers that ST Spain will target from this year.

While we see increasing digitization with new platforms or sales channels, the sales channel of agencies with counters remains important.
Activities such as webinars, fam trips, sales calls, newsletters, etc., remain of paramount importance, where keeping up-to-date with new products is crucial.

Madrid, Barcelona and Lisbon function as global account hubs for LATAM markets. The large global accounts manage to operate synergies, creating products in Europe and then selling them in the various South American countries, where there is significant growth (Mexico, Colombia, Venezuela in primis).

Travel behavior

» The importance of the travel agencies: Factors such as the know-how, the flexibility, the 24/7 support and the cancelation policies lead many to return to using again travel agencies as a booking channel. Classic agencies with counters that are also evolving digitally, increasing their geographical customer base and creating more competitiveness (i.e. attractive prices or alternative and new itineraries) at national level.

» Sustainable tourism: Sustainability has gone from being a topic that only experts talked about to being on everyone’s lips. We now a traveller willing to change its travel habits, reduce its carbon footprint and clearly look for eco-friendly destinations. Travelling by train is emerging again as a very valid alternative to the car. This especially for the youngest generations.

» Cities such as Barcelona and Lisbon are literally victims of the over tourism. People who, being victims of this mass tourism, opt for their holidays for countries or cities that are far removed from the crowded reality in which they live. Switzerland, with its reputation for nature, cities on a human scale, quality and uncrowded means of transport, represents the ideal holiday. This is not just a cliché, but a reality that one notices every day when talking to people. There is a lot of talk about Switzerland in both Spain and Portugal. Perhaps the over tourism of other countries, indirectly helps our numbers of increasing tourists from the Spanish and Portuguese markets.

Personas

The Spanish market focuses primarily on the personas Kris and Max. Find more information about the personas here.  

Key Performance Indicators

Final 2024Budget 2025
Bed nights hotels117’713110’000
Turnover Total (CHF)17.656.95016.500.000
Growth 2022 – 2023
Campaigning & Activation*
·      Top-Marketing Contacts43.487.66440.000.000
·      Customer reactions326.650320.000
·      Tracked Sessions on MyS.com per year1.853.9531.850.000
·      Bouncing Rate on MyS.comn/an/a
·      Engagement Rate on MyS.com76,5%76,0%
·      Engagement Rate on Social Media0,08%4,40%
Media work (KMM)*
·      Top-Coverage articles139100
·      Top-Coverage media contacts77.151.01270’000’000
·      Qualified Interactions with KMM230220
Trade (KAM)*
·      Influenced overnight with tour operators93’78380’000
·      Influenced revenue with tour operators14’067’45012’000’000
·      Specific group and FIT packagesn/an/a
·      Qualified Interactions with KAM419400
·      Meetings: RFP’sn/an/a
·      Influenced revenue business eventsn/an/a
·      Qualified Interactions with business accountsn/an/a
Partner cooperations
·      Investments tourism partners330’000330’000