The story goes all the way back to 1917, right in the middle of World War I. Switzerland itself was neutral, but it didn’t want to be forgotten on the world stage-especially not by travelers. So, they started the National Association for the Promotion of Travel, kind of like a secret agent society for vacationers. By 1937, the group got a more official-sounding name, and three years after that, became a public institution right here in Zurich. You know the Swiss-if you’re going to promote trains, clocks, and lakes, you’d better be organized!
Over the years, the organization played musical chairs with its own name, but landed on “Switzerland Tourism” in 1996. Today, its mission remains simple: make everyone want a Swiss holiday, be it hiking through wildflower meadows, planning a business congress, or just sneaking bites of fondue. With 280 staff scattered across 36 offices in 22 countries, these folks work everywhere from Tokyo to Toronto, all fueled by a generous helping of Swiss Federal funds-over 220 million francs between 2020 and 2023. Maybe that’s why the cows always look so happy!
Let’s step into the digital age for a moment. Switzerland Tourism was actually a real trailblazer here. Back in 1993, before the internet was even cool, they were already experimenting with electronic media-talk about early adopters! Their very first website appeared in 1995. These days, myswitzerland.com brings the Alps, lakes, and cities right to your phone, serving as a one-stop portal with offers for every market under the snowy sun.
And that’s not all: ever seen Roger Federer and Robert De Niro in a commercial together? That was Switzerland Tourism’s playful marketing magic in 2021-a campaign so strong even Federer admits he can’t find a bad angle of Switzerland.
Currently, Brigitta Gadient is running the show, backed by a board of experts from tourism, business, and trade associations. Fun fact: Switzerland Tourism also has stakes in the national travel agency, and even dabbles in holiday homes, because let’s face it-when your backyard is this beautiful, everyone wants a piece.
So, as you stand here imagining over a century of history, networks humming, and breathtaking ads unfurling worldwide, remember: this is where Swiss vacations are born. And if you hear any alphorns in the distance… well, they’re probably just announcing another successful campaign!
