Switzerland Tourism Unveils ‘Travel Better’ Strategy, Reinforcing Year-Round Appeal for Thai Travellers
Switzerland Tourism is reinforcing its long-term commitment to the Southeast Asian market with the launch of its “Travel Better” strategy, highlighting sustainable, year-round travel experiences across Switzerland.
Despite a 10% decline in Southeast Asia’s travel market in 2025 compared to 2024, Thailand continues to show strong recovery momentum and remains one of Switzerland’s most promising markets in Asia. Backed by its reputation for safety, cleanliness, and seamless public transport, Switzerland continues to appeal to Thai families and independent travellers alike. According to the Tourism Monitor Switzerland (TMS), visitors from Southeast Asia are primarily drawn by the country’s breathtaking natural scenery and panoramic landscapes.
Batiste Pilet, Director for Southeast Asia of Switzerland Tourism, expressed confidence in Thailand’s steady growth and affirmed plans to spotlight emerging and lesser-known destinations to diversify travel experiences.
Travel Better: A Sustainable Vision
At the heart of the new direction is the “Travel Better” strategy, a framework built on five pillars: encouraging year-round travel, managing visitor flows to ease overcrowding, promoting longer stays for deeper cultural immersion, advancing sustainability through the Swisstainable initiative, and ensuring harmony between tourism and local communities.
Thanchanok Nuammano, Country Representative of Switzerland Tourism in Thailand, emphasized that sustainability now shapes how Switzerland welcomes and shares its experiences with global visitors, inviting travellers to explore more thoughtfully and responsibly.
A Destination for Every Season
Switzerland Tourism continues to promote all-season experiences tailored to diverse traveller profiles, from adventure seekers and luxury enthusiasts to families and culture lovers. Iconic alpine destinations such as Interlaken, Grindelwald, Jungfraujoch, Zermatt and the legendary Matterhorn remain perennial favourites. Scenic rail journeys aboard the Glacier Express and Bernina Express continue to offer once-in-a-lifetime panoramas across dramatic mountain landscapes.
Urban highlights such as Zurich and Geneva complement the alpine charm with cosmopolitan flair, while serene lakes, crisp mountain air, and romantic old towns add to Switzerland’s enduring allure.
Adding to the country’s romantic appeal, Chiang Mai-based influencers Bank (@bankpyt) and Phing (@phingpit) recently chose Switzerland as their pre-wedding shoot destination, sharing autumn moments under the hashtag #sayYesinSwitzerland, inspiring a new generation of Thai travellers to discover its seasonal beauty.
With its refined hospitality, pristine landscapes, and renewed sustainability focus, Switzerland continues to position itself as a dream destination for Thai travellers in every season.
