Re-Invent Swiss Summer. Martin Nydegger 9 April 2014
Agenda. 1. Initialisation 2. Conceptualisation 3. Implementation
Summer 2014. Who is Switzerland Tourism?
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
Highlights 2013. 5 Highlights 2013. 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 24 + 511,904 685,215 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 13 1.91 m + 81,327 1,388 5.9 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 + 20.1% Advertising & marketing contacts In 2013, ST reached 5.9 billion consumers worldwide through its advertising. Read more on page 24 +199,191 Switzerland China + 970 m + 1.3 % +104,363 +158,847 + 19.0 % Mobile app downloads Our mobile apps have really caught on. + 380,000 Markets The three markets with the greatest increase in overnights in 2013 were Switzerland, China and the Gulf states. Read more on page 16
Initialisation. Subline
Swiss summer = unadventurous unsexy unprofitable
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 - 12.3% + 29.0% + 0.4% - 6.1% 0
Development Cities vs. Mountains 2000-2012. Market share Cities 45.2% Market share Mountains 44.9% Overnight increase in the Cities + 2.2 mio Overnight decrease in the Mountains - 2.2 mio
Development Cities vs. Mountains 2000-2012. Overnights from Europe Cities +15.4% Mountains - 31.6% Duration of stay: Cities from 2.1 è 1.9 nights Mountains from 3.1 î 2.5 nights
Tourism Monitor Switzerland. Survey of >10 000 customers Spectacular nature and landscape Holidays in the Mountains are strenuous and inconvenient Hiking and nothing else? Complicated Predictable
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
Swiss Summer must be re-dynamised and made more attractive.
Conceptualisation. Summer 2014.
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
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
Market-Development 3 2 4 1 5 6 7 Marketing-Development 8 9 10 Input NOW 2012 11 12 13 14 Product-Development 15 16 17 18 19 TMRW 2020 Vision 20 24 25 21 22 Service & Quality 23 32 26 31 High relevance High speed 27 28 Tools & Recommendation 29 30
Documents. Inspiration Concept. Re-Invent Summer. MySwitzerland.com 1. The Script 2. The Movie
1. Inspiration Concept. Inspiring tips
2. Swiss Summer Report.
2. Swiss Summer Report. Storytelling
Diversification of markets. Diversify Identify summer markets Include intercultural aspects Be aware of travel seasons
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
Pet-friendly. Longer life expectancy, loneliness, isolation Trend towards fewer children, pets instead Pet-friendly infrastructures & offers First dog hotel in Switzerland?
Tourism zones. Give orientation Define segmentation zones Quiet zone Encounter zone Action zone
Making the Alps more feminine. Avoid hyper-activity and performance-pressure Lifestyle replaces machismo Culture, shopping, wellness, organic, sustainability, soft adventure, offers for singles
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
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?
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
Summer 2014. Implementation.
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
Achievements as of April 2014. 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
Achievements as of April 2014. 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
Summer 2014. Come and talk to me.
Thank you. Martin Nydegger Member of the Executive Board Switzerland Tourism Zurich, Switzerland martin.nydegger@switzerland.com +41 44 288 12 20 @schweizferien