SwissSwap

Attracting visitors from neighboring countries is currently one of Swiss tourism’s biggest challenges. The campaign SwissSwap, launched by Schweiz Tourismus in Germany with Wirz, promises: “We take care of your job when you need Switzerland.” In 2019, German guests accounted for around 10 percent of all overnight stays — approximately 3.9 million nights — making them the most important foreign visitor group. With the pandemic causing an estimated drop of up to 80 percent, intensified marketing efforts are now aimed at attracting German tourists back to Switzerland this autumn.