Nowadays both expectations and behavior of people travelling have changed and though the way Switzerland enhance its tourism assets has to follow in order to keep providing value for its new inbound market, i.e. travellers coming to Switzerland. Switzerland must focus on the new behaviors of future important markets, such as experiencing intense activities.
In this report, I will go more in depth on the “intense activities” which motivates people to travel and show the main points of giving such importance to this factor in travel habits.
I will primarily make the point about the current situation in Switzerland in the tourism industry and the way people travel.
I will expose the new trend occurring and which will surely be more visible in the near future, taking into consideration the pieces of advice Swiss Tourism gives to the tourism industry about how to enhance tourism in Switzerland.
Finally, I will conclude with my own opinion about the importance of taking these recommendations seriously in order to generate better tourism in Switzerland.
Situation in Switzerland
Nowadays consumers of tourism goods is changing and become more aware of what he’s looking for and what he needs. The costumer of our times focuses on cities, lakeside areas and Alpine tourism. He’s more informed about the travel possibilities and can have detailed expectations. Customer is seeking experience and that’s why tourism industry has to exceed customer’s expectations in order to not only to give him pleasure, but become unforgivable in customers’ mind as well. Having an USP, is one of the most critical aspect for competing towards other destinations. Another factor that facilitates this change in people behavior is the technology. Indeed, with the Internet people have become self-starter and can have a quick contact with their suppliers, by just sending them an email for instance.
World Tourism increases annually by 4% steadily, while summer alpine tourism sees a decrease. This is the reason why Switzerland should change this trend by adapting to new markets. Every tourism destination has to optimize how it communicates with other entities and perfect their product communication.
At the present time, travellers give more importance to the way they travel, how well they experience their holidays. They are willing to experience more intense trips in a shorter time. They want quality and not quantity.
Future customer will enjoy nature, its simplicity. Have a nice meal surrounded by a magnificent landscape, outdoor activities with a local person who will relate all kind of stories people from the region have, be with them. People are seeking traditions, customs, and contact with the local population, value related to nature, culture. The real stories from indigenous are more valued than any “Hollywood” made advertisement. Travellers will enjoy a meal in a family, in a cozy welcoming atmosphere, rather than a restaurant. They will experience and visit local handcraft manufactories. Celebrate Swissiness, be nearer of host country. In brief, they want to be part of the country’s culture.
What to do ?
In order to meet this new trend, tourism industry has to analyze the market situation, know which are the specificities that makes Switzerland go beyond competitors, know how to optimize resources with the needs of customers, have target market, see if collaboration with partners is possible and make everything they can to let the experience unforgettable. The use of technology is another crucial element. Using different medium to support your project. The need to set objectives is a main factor.
Switzerland has to change the way its population see the tourist: Make the population participate in the traveller experience in order to offer a high quality, a higher value for the person visiting the country. Local has to understand what their expectations are in order to understand the win-win situation Switzerland can have in return. Offering a bit of our time, offering Swiss way of life, in return of happiness from customer should be emphasized in our country.
The country should give a chance for tourist to get in touch with locals, by providing houses that would offer not only the “bed” and the “breakfast”, but also the relationship with somebody from the region. Give the chance to discover the culture through the accommodation.
In my opinion enhancing regional tourism, giving major importance to relationship is crucial for future tourism in Switzerland. We have to make local population aware that having a contact with tourists is an asset for everybody not only the tourism industry.
I think people from both side will benefit form the situation. By creating a relationship with the guest, we enlarge his envy to stay on the country and at the same time give local population to travel abroad in order to know the culture. This added-value will be spread through the World and friends, family’s traveller will have the same desire,: visit Switzerland.
Author: Melissa Verme
Forster, S., Gruber, S., Roffler, A., Göpfert, R. (2011). De l’idée au produit touristique intégrant la nature et la culture, en passant par l’analyse de marché. Le tourisme – tout naturellement !
Suisse Tourisme (2012). Swiss Summer report 2020. Suisse Tourisme, Zürich.