“It’s more dramatic than ever before, I’m not going to blame you,” Switzerland Tourism Martin Nydegger said at an online media conference on Friday. “We expect sales to decline by up to 35 percent for the current year. And we fear a 20 to 25 percent chance of bankruptcy for the service providers.”
Worst crisis since the 1940s
“Since the war years around 1940, we have not experienced what we have had to experience since this spring of 2020,” said Nydegger. Swiss tourism has practically come to a standstill because of the coronavirus. The industry is hit more hard than almost any other industry in all regions, both leisure and business tourism.
The economic research centre of ETH Zurich (KOF) expects a 37 percent slump in the summer, as it announced last week. The fact that the Swiss will increasingly spend their holidays in their own country this summer cannot make up for the loss of foreign tourists. While the number of overnight stays in cities will more than halve, the decline in the mountains is about 20 to 30 percent, the KOF estimated.
In view of the situation, Switzerland Tourism is now stirring the advertising drum for holidays in this country. Under the slogan “I need Switzerland”, the market organisation is launching one of the largest global advertising offensives in recent years.
The target audience was the local guests as well as the tourists in Germany and France, followed by other European countries. Switzerland Tourism wants to lure its guests with the new safe & clean label and a free cancellation option up to 48 hours before arrival. (sda)