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

Switzerland Tourism, the national body that promotes the Alpine country to overseas visitors, announced a strategic pivot away from simply trying to attract larger numbers of tourists. Chief executive Martin Nydegger explained that the traditional model of expanding capacity and offering generic campaigns no longer matches the expectations of modern travelers. Instead, the agency will invest in data‑driven insights, tailor experiences to individual preferences, and build long‑term relationships with source markets that show higher spending potential.

The new focus places South India at the centre of the agency's plans. According to the latest market analysis, holidaymakers from Karnataka and neighboring states account for 14.1% of all leisure visitors to Switzerland, while business travelers from the same region make up 28.4% of the commercial segment. These figures indicate a strong appetite for Swiss products such as winter sports, heritage tours, and high‑tech conferences. By customizing offers , for example, creating itineraries that combine luxury mountain resorts with technology expos , Switzerland hopes to increase visitor spend and repeat visits from this affluent and growing market.

For readers in India, the shift matters because it could translate into more direct flight options, better travel packages, and greater visibility for Indian tour operators. A personalized approach often means partnerships with local agencies, which can generate jobs and revenue in Indian travel hubs. Moreover, the emphasis on business travel aligns with India's expanding corporate sector, offering opportunities for Indian firms to host Swiss delegations and participate in joint ventures. Keeping an eye on these developments can help Indian travelers and businesses plan future trips with greater confidence.