8 minutes | Monday, 9 December 2024
Swiss tourism, a vital economic pillar, generates CHF 43 billion annually and supports 160,000 full-time jobs, comprising 4% of national employment. Its roots trace back to the Romantic era, when British travelers, inspired by the Swiss Alps, were introduced to package holidays by Thomas Cook. Over time, Switzerland expanded its allure with 66,000 km of hiking trails, 7,013 km of ski slopes, and unmatched infrastructure, including world-class railways, hotels, and restaurants.
Despite setbacks during the pandemic, tourism has rebounded strongly, with over 40 million overnight stays recorded in 2023. Local campaigns, like the “No Drama” ads featuring celebrities, and a surge in U.S. tourists have driven recovery. However, challenges persist, including climate change, labor shortages, and the strong Swiss franc, which elevates costs but reinforces Switzerland’s image as a luxury destination. Today, Swiss tourism combines nature, accessibility, and exclusivity, making it a global favorite.