The year 2025 marks the 75th anniversary of diplomatic relations between China and Switzerland. With the launch of the “China – Switzerland Year of Culture and Tourism” and a series of related activities, the two countries have not only deepened cooperation in political, economic, cultural and other fields, but also injected strong impetus into the development of the tourism industry. Taking this opportunity, the Swiss National Tourism Board has broken through traditional promotion models, aiming to attract Chinese tourists to experience Switzerland through “出圈” (breaking – through – the – circle) communication.
On May 22, the Swiss National Tourism Board held a media conference in Beijing to promote Switzerland’s summer tourism resources and premiered the suspense radio drama The Magic Box. Observer Network learned at the event that this 9 – episode radio drama is adapted from the novel Bloom co – written by Spanish authors Carmen Pacheco and Manuel Batuyal. It tells the story of a heroine who, in order to overcome her inner demons, pursues mysterious clues and visits Switzerland, gradually uncovering the truth in a confusing situation of intertwined reality and illusion.
Switzerland, known as the “Roof of Europe”, boasts stunning alpine snow – capped peaks, emerald – like lakes, and idyllic pastoral scenery. Tourist destinations such as the shimmering waters of Lake Lucerne, the majestic Matterhorn, and the fairy – tale town of Interlaken are world – renowned.
Statistics from the Swiss National Tourism Board show that in 2019, Chinese tourists ranked as the third – largest source market for Switzerland with 1.8 million overnight stays. In 2024, the number of overnight stays by Chinese tourists in Switzerland reached nearly 1.12 million, leading the Asia – Pacific market.
In 2025, the “China – Switzerland Year of Culture and Tourism”, Swiss Ambassador to China, Ivo Sieber, emphasized in an interview with Chinese media in mid – March that Switzerland hopes to welcome more Chinese tourists through efficient visa services and sustainable tourism plans, enabling them to experience “green tourism”.
According to Jing Daily, in 2025, China’s outbound tourism market will reshape global tourism trends, with spontaneous booking, luxury accommodation, and new destinations being the three major preferences of Chinese tourists.
The Swiss Economic Institute (KOF) predicts that in the summer of 2025, Swiss hotels and popular tourist destinations will enter a peak tourist season, and the return of Chinese tourists is expected to drive an increase in the number of overnight stays. The research center of ETH Zurich is even more optimistic, forecasting a 2% increase in the number of international tourists this summer.
Cecilia Tschopp, Director of the Swiss National Tourism Board for Greater China, said that in the face of global environmental changes and technological innovations, the promotion of tourist destinations should focus on three core aspects: telling more engaging stories, creating more extraordinary travel experiences, and conducting more in – depth marketing activities. In 2025, the Swiss National Tourism Board will focus on independent travelers, encourage longer stays, advocate off – peak travel, develop interest – specific travel routes, and promote sustainable travel, presenting a three – dimensional and high – quality Swiss travel experience to Chinese tourists.
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