Re-Invent Swiss Summer. Martin Nydegger 9 April 2014

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1

2 Re-Invent Swiss Summer. Martin Nydegger 9 April 2014

3 Agenda. 1. Initialisation 2. Conceptualisation 3. Implementation

4 Summer Who is Switzerland Tourism?

5 Who is Switzerland Tourism? 1. Financed by the Swiss government and tourism- & corporate partners, to «develop Switzerland as a holiday, travel & congress destination» 2. Worldwide marketing for destination Switzerland 3. Some numbers 95 Mio CHF annual budget 242 staff 28 offices in 24 countries 16.7% impact

6 Highlights Highlights Difference compared to prior year 947,451 Social media contacts Facebook, Twitter, Pinterest: these new means of communication are rapidly gaining popularity and have more and more users. Read more on page , ,215 Newsletter subscribers Many visitors enjoy Switzerland so much that they want to keep up to date by subscribing to our newsletter. 4.1m Impulse programmes Number of additional overnights influenced by ST s impulse programmes during the last three years. Read more on page m + 81,327 1, Business meetings +197 Switzerland Convention & Incentive Bureau bn transferred 1,320 enquiries about business meetings to its partners. Read more on page 30 Gulf states % Advertising & marketing contacts In 2013, ST reached 5.9 billion consumers worldwide through its advertising. Read more on page ,191 Switzerland China m % +104, , % Mobile app downloads Our mobile apps have really caught on ,000 Markets The three markets with the greatest increase in overnights in 2013 were Switzerland, China and the Gulf states. Read more on page 16

7 Initialisation. Subline

8 Swiss summer = unadventurous unsexy unprofitable

9 Overnights by tourism zones. 50'000'000 40'000'000 30'000'000 20'000'000 10'000'000 Mountains Large cities Small cities Countryside % % + 0.4% - 6.1% 0

10 Development Cities vs. Mountains Market share Cities 45.2% Market share Mountains 44.9% Overnight increase in the Cities mio Overnight decrease in the Mountains mio

11 Development Cities vs. Mountains Overnights from Europe Cities +15.4% Mountains % Duration of stay: Cities from 2.1 è 1.9 nights Mountains from 3.1 î 2.5 nights

12 Tourism Monitor Switzerland. Survey of > customers Spectacular nature and landscape Holidays in the Mountains are strenuous and inconvenient Hiking and nothing else? Complicated Predictable

13 Conclusion. Need for action in Mountain zone Traditional European Summer markets are decreasing Worldwide growth in tourism takes place without Swiss Summer The image of Swiss Summer is boring and unexciting Investments are primarily being made in winter The short, compact winter season is more profitable than the long shoulder season summer

14 Swiss Summer must be re-dynamised and made more attractive.

15 Conceptualisation. Summer 2014.

16 Objectives. Overall objectives Find ways to re-boost Swiss Summer Focus on Mountain zones Provide recommendations to the industry Process objectives Describe targets Involve wide range of stakeholders Use multiple management methods

17 Pre-study Future Institute Own learnings Literature Tourism Oldies Content Cloud Tourism Monitor Switzerland Reflection industry Workshop Mgmt board GER, AUT, SUI Workshop Main RIS Workshop Concept Rel. 1.0

18 Market-Development Marketing-Development Input NOW Product-Development TMRW 2020 Vision Service & Quality High relevance High speed Tools & Recommendation 29 30

19 Documents. Inspiration Concept. Re-Invent Summer. MySwitzerland.com 1. The Script 2. The Movie

20 1. Inspiration Concept. Inspiring tips

21 2. Swiss Summer Report.

22 2. Swiss Summer Report. Storytelling

23 Diversification of markets. Diversify Identify summer markets Include intercultural aspects Be aware of travel seasons

24 Theme setting. National theme setting Mobilize energies and increase marketing power 3-year planning 2013: Living traditions 2014: Panoramic views 2015: Touringland Switzerland 2016: Ecotourism

25 Pet-friendly. Longer life expectancy, loneliness, isolation Trend towards fewer children, pets instead Pet-friendly infrastructures & offers First dog hotel in Switzerland?

26 Tourism zones. Give orientation Define segmentation zones Quiet zone Encounter zone Action zone

27 Making the Alps more feminine. Avoid hyper-activity and performance-pressure Lifestyle replaces machismo Culture, shopping, wellness, organic, sustainability, soft adventure, offers for singles

28 Weather experience. Away from the typical perfect blue sky, sunshine pictures Celebrate special weather as an experience Promote alternatives Offers for kids: mud-playground, etc. Fashionable rain gear in hotel room

29 Discover "virgin" Switzerland. Activate explorer spirit Create Swiss wilderness zones: no signage, no benches, no toilets Ensure safety aspects for explorers / environment Which Swiss valley becomes the first Serengeti?

30 More. Storytelling instead of product description Mountain railways take lead (as in winter season) Product development programme Enjoy Switzerland Swiss Rangers Meet the locals Outdoor, Lifestyle, Ecotourism Celebrate and stage Swissness

31 Summer Implementation.

32 Roll-out. Form Kickoff at Switzerland Vacation Day (biggest annual partner event) Presentations and Workshops Target groups Destinations, management boards, service providers, tourism management schools Results 30 workshops / 1 large event 1200 participants

33 Achievements as of April Topic Project Think Outdoor Switzerland Tourism introduces product line Outdoor Diversify Markets Switzerland Tourism opens subsidiary in Singapore for SEA and Brazil Development of network Interculture Feminize Alps First female CEO of mountain railway Motto at partner event Inspiration Day Celebrate Swissness Switzerland Tourism selects living traditions as national theme for 2013 Stage Weather Région Fribourg: top 10 ideas trough crowd sourcing

34 Achievements as of April Topic Project Product Development Re-new programme Enjoy Switzerland Subsidies by federal government Sustainability National theme 2017: Ecotourism Best Agers ebike campaign Hospitality Award: Prix Bienvenu

35 Summer Come and talk to me.

36 Thank you. Martin Nydegger Member of the Executive Board Switzerland Tourism Zurich, Switzerland

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