Welcome to the Switzerland Tourism Personas Hub! We are excited to introduce you to our new segmentation, which consists of six unique Personas based on two scientific studies across nine markets. These Personas have replaced our previous segmentation approach, called „Segments,“ and offer a more targeted and personalized experience for our visitors.


  1. Meet the Personas
  2. How to use the Personas Frameworks
  3. Persona Frameworks
  4. Persona Frameworks for the Markets
  5. Helpful Persona Overviews
  6. Get in Touch
  7. Personas Quiz

Here, you will find a wealth of information on our Personas Frameworks, including detailed descriptions of each Persona and their respective travel preferences. Additionally, we provide valuable Market insights to help you understand the travel behaviors and trends of your target audience.

If you’re looking for practical advice on how to use our Personas, our How-To section will guide you through the process of how to use the Frameworks. We hope you find our Personas Hub useful and informative, and we look forward to helping you create unforgettable travel experiences in Switzerland.

Meet the Personas

Introduction of Personas

How To use the Persona Frameworks

Before working with the frameworks, download the user manual here.

Persona Frameworks

LOU | Down Pacer

Down Pacers are looking for a break from everyday life. They want a care- and stress-free time. Their batteries need recharging, their body and mind need some rest. Switching off is the most important travel motive and they tend to find peace and tranquility in nature.

Download Framework LOU Downpacer

JO | Active Adventurer

Active Adventurers live their sport passionately and choose their destination according to these sporting challenges. They want to get away from their work lives and have a great need for freedom and adventure. Meeting like-minded people from the same community while travelling is very attractive for them.

Download Framework JO Active Adventurer

KRIS | Local Explorer

Local Explorers are looking for new impressions but also challenges. These can be intellectual but also physical. They usually live a very structured, disciplined lifestyle – travel helps them get away from their work lives and fulfils their need for freedom and adventure.

Download Framework KRIS Local Explorer

MAX | Highlight Traveller

Highlight Travellers want to get to know the world and its highlights. As well as their interest in the top sights, safety, convenience and a degree of comfort are important to them.

Download Framework MAX Highlight Traveller

QUINN | Pleasure Seeker

Pleasure Seekers love to combine the beautiful with the intellectual. They are looking for unique and exclusive experiences – this can be exclusive accommodation but also fine dining, events/cultural experiences or beautiful scenery.

Download Framework QUINN Pleasure Seeker

PAT | Bonding Educator

Bonding Educators want a safe and worry-free holiday that exposes those travelling with them (primarily their children) to a different culture. Their main travel goals are: Bonding – spending quality time together and strengthening common bonds without everyday stress and worries.

Download Framework PAT Bonding Educator

Persona Frameworks per Market

Helpful Persona Overviews

Market Distribution

This one pager gives you an overview over the market distribution of every Persona. It helps you to determine which Persona is the strongest in your market and at what percentage. You can put it in relation with the percentage over overnight stays from each market in the left hand column and with the percentage of the personas in all markets in the top row.

Download Personas Market Distribution

Industry and partner view

This overview is dedicated to all touristic service providers. It indicates the preferences of the Personas on the topics of destinations, accommodation, gastronomy, touring and strategic partners.

Download Personas Industry and Partner View

Marketing overview

This one pager is meant for marketing purposes and summarises key messages, channels and top activities per Persona.

Download Personas Marketing Overview

Get in touch

If you have any questions about the Personas or the application of the frameworks, please do not hesitate to contact us.

And which Persona are you?

Take the quiz to find out which Persona you are.