Switzerland Tourism is a federal public corporation, responsible for promotion of Switzerland as a holiday, travel and conference destination both at home and abroad. The focus apart from strengthening the segments of group travellers and frequent individual travellers will be on MICE (meetings, incentives, conferences, and exhibitions) and niche segments, he added.
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In 2013, the new initiatives and campaigns of Switzerland Tourism will focus on 'Living Traditions'. It is an endeavour to showcase the customs and way of life that reflects Switzerland. "At present group travellers constitute the biggest segment of the visitors from India followed by FIT's. But MICE segment is also growing very fast at around 20 per cent," Heuberger said.
India is a huge strategic market for Switzerland along with China, Brazil and Russia. India is a very interesting market, he added. The corporation is planning major marketing initiatives ranging from consumer reach out programmes, advertising campaigns on channels on print media, Switzerland Tourism said.
It also plans to tap the social media like twitter and pinterest along with launch of official facebook page with an Indian feed. When asked about other strategies for growth in number of Indian visitors, Switzerland Tourism India Deputy Director Ritu Sharma said: "We are also continuing promotions in tier II and tier III cities." Tourism in Switzerland is ranked fourth in terms of export revenues following the chemical, metal and luxury watch-making industries.
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