Destinations must move away from volume-driven expansion towards personalised marketing strategies, says Switzerland Tourism CEO

Switzerland Tourism is expanding its strategic focus on south India, driven by rising travel demand and enhanced direct air connectivity between Bengaluru and Zurich, said Martin Nydegger, chief executive officer of Switzerland Tourism.

Speaking during a recent visit to the city, he highlighted the southern hub’s growing significance within the national tourism board’s long-term international expansion strategy. For Switzerland Tourism, holidaymakers and business travellers from Karnataka and south India currently account for a market share of 14.1% and 28.4%, respectively.

The shift coincides with the introduction of a new direct route by Swiss International Air Lines, operating five times a week between Bengaluru and Zurich starting at the end of October. To mark the expansion and increase regional awareness, the tourism authority named Indian cricketer Smriti Mandhana as a brand ambassador.

“India remains among the primary target markets for Swiss tourism, with official projections aiming for 8,00,000 overnight stays from the country by 2030,” Mr. Nydegger told The Hindu emphasising that future market growth would focus heavily on qualitative development rather than pure visitor numbers.

A central element of this approach is corporate and incentive travel, which accounts for roughly 20% of all Indian overnight stays in Switzerland. Tourism officials view a balanced mix of corporate and leisure travel, particularly outside peak holiday periods, as essential for maintaining sustainable destination operations.

Addressing broader industry trends, Mr. Nydegger noted that while international tourism continues to experience organic growth compared to other economic sectors, destinations must move away from volume-driven expansion towards precise, personalised marketing strategies.

To manage this transition, Switzerland Tourism has introduced its “Travel Better” framework, an operational strategy designed to guide visitor engagement through five core pillars. The strategy promotes all-year tourism by highlighting distinct seasonal offerings, including an extended, warmer autumn season, and uses data tracking to optimise visitor flow by pairing popular hotspots with lesser-known destinations.

According to Mr. Nydegger, it also encourages longer stays for deeper cultural immersion and integrates eco-friendly practices under a programme known as “Swisstainable,” where thousands of local hotels, restaurants, and mountain railways participate to embed sustainability into standard services. The framework is also equipped to address public space management, balancing tourist activities with community infrastructure and the shared use of local spaces, he added.