On May 22nd, Switzerland Tourism held a press conference in the Swiss Embassy in China, presenting its 2025 tourism promotion plan and key cooperation projects under the theme of “Cross – Border Collaboration to Promote the Destination”.
The plan focuses on several aspects, such as “telling more engaging stories, seeking more suitable partners, providing more extraordinary experiences, and conducting more in – depth promotions”. Notably, Switzerland Tourism announced a deepened cooperation with the Chinese top – tier IP “The King’s Avatar”, launching a special summer program.
2025 holds significance in the original “The King’s Avatar” novel, as it is the year when the Chinese national team heads to Zurich, Switzerland, to participate in the World Glory Championship. This cooperation not only aligns with the original plot but also offers young Chinese tourists a brand – new travel experience in Switzerland.
During the summer of 2025, a one – month travel – themed check – in event will be carried out in Switzerland. Chinese tourists will be able to enjoy an immersive “The King’s Avatar” – themed tour. In addition, a series of brands like Pizza Hut and OPPO have joined hands to create “The King’s Avatar” Switzerland World Invitational Tournament – themed marketing activities, covering various fields such as catering, travel, and digital products, providing consumers with diverse experiences related to the event. This innovative cooperation between Switzerland Tourism and a Chinese literary IP is expected to attract more young Chinese tourists to explore the beauty of Switzerland.
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