Switzerland Tourism is the Swiss National Tourist Office with the goal of promoting Switzerland as a vacation, travel and conference destination. With thousands of miles of hiking and biking trails, Switzerland is a paradise for soft adventurers. At the same time, Interlaken and other resorts make Switzerland the top adventure destination in Europe and one of the best in the world. Switzerland Tourism and local partners in Switzerland have been partnering with the ATTA since the beginning, with the hosting of the 2012 ATWS in Lucerne as the highlight so far.

Outcomes

• Switzerland had a presence at most Summits and then hosted the 2012 ATWS in Lucerne, Switzerland
• Education to the adventure travel industry about destinations and adventure travel opportunities in Switzerland
• Awareness and image of Switzerland as leading global adventure travel destination

Tangible Results

• Tour operators have included new Switzerland programs in their portfolio
• Digital and print media published about Switzerland and its adventure travel opportunities

"As an early destination partner of the ATTA, we're still convinced there's no better community of travel trade, media and industry leaders to help increase adventure travel to Switzerland."

Future Vision

We're convinced that (soft) adventure travel will be even more important in the future. A growth area for Switzerland is the segment where adventure and active travel meets luxury travel. Not many destinations in the world offer such a wide variety of outdoor and active travel experiences in close proximity to a great number of five-star luxury hotels, spas and fine dining.