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Tourism industry sub-sectors

COUNTRY REPORT

SWITZERLAND




March 2014



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GENERAL OVERVIEW

Data and Figures
Tourism is one of the most important sectors in Switzerland, with more than 150,000 full-time jobs it
contributes to the 3% of national economic production
1
.
The five leading origin markets are Germany, UK, France, the United States and Italy which together
accounted in 2010 for 4.9 million arrivals, meaning over half (56%) of total arrivals. Germany alone
accounts for over a quarter of all arrivals and is by far the largest origin market of Swiss Tourism
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.

Direct contribution of Swiss tourism to GDP

Source: WTTC, 2014

As concerns governance, the Swiss Cantons have autonomous tourism policies while at central level the
Federal government is responsible for creating a favourable business environment for tourism and lays
down the sectors strategic priorities. Tourism policy is furthermore defined and implemented through
two agencies, Swiss Tourism responsible for marketing strategies and promotion - and the Swiss
Society for Hotel Credit aimed at supporting the accommodation business.
The Swiss tourism sector is traditionally dominated by small and medium-sized enterprises. This
concerns also the hotel industry which generates the largest share of sector revenues and employs the
majority of labour force in the sector. A large effort of Swiss government is thus dedicated to ensure a
business-friendly environment for tourism, by encouraging innovation, ensuring efficient resources
coordination/allocation, smoothing cooperation among relevant policy sectors and improving education
and training. The approach adopted to develop tourism in the country is thus a highly integrated one
which cuts across several policy sectors (transport, visa policy, taxation, environment, labour issues,

1
STV Swiss Tourism Federation, Swiss tourism in figures 2012, 2013.
2
OECD, Tourism and Trends policies 2012 Switzerland, 2012.
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agriculture) in view of sustaining attractiveness of the country across old and new markets (notably the
BRICS and the far east)
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.
For the years 2012-2015, Switzerland has allocated over 222 million CHF for tourism marketing and an
obligatory credit of 20 million CHF for the promotion of innovation, co-operation and knowledge
building in the sector with the aim to further promote Switzerland as an attractive destination, support
employment in the sector and facilitate entrepreneurship in tourism.

Main Tourism Offer
Rural tourism
Ecotourism
Winter sports
Cultural tourism
Business and congress/convention travel
Health and wellness tourism

Labour Market Trends
Tourism accounts on average for 150.000 full-time equivalent jobs in Switzerland, most of which are in
the Accommodation services, food and beverage and transports. Switzerlands hotel and restaurant
industry is a major employer in Switzerland, with 214 807 employees in 2011, representing 5 % of the
labour force and over 9000 apprentices from the basic vocational education system
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.

Direct contribution of Swiss tourism to Employment

Source: WTTC, 2014

3
Jovanovi M. N., Tourism In Switzerland- Developments and challenges, paper presented at 6th EIAT Conference, Belgrade,
2013.
4
STV Swiss Tourism Federation, Swiss tourism in figures 2012, 2013
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In addition the sector indirectly generates many other jobs within the construction industry, in
agriculture, and in specialised trade.
Recently however jobs declined in both the accommodation and the food and beverage sectors,
decreasing respectively between 2010 and 2012 from 67.300 to 62.200 units (in accommodation) and
from 113.400 to 106.400 units (in food and beverage)
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. In turn however, Swiss tourism in experiencing a
significant labour shortages for which migrant labour (mainly employed in low-skilled positions)
represents only a partial solution.
Tourism labour market is experiences difficulties in attracting new workforce to the sector. On the one
hand it is difficult to get qualified workforces for common jobs, whereas on the other hand there are not
enough jobs for the highly qualified graduates of the higher vocational colleges. The working conditions
are considered to be unattractive and the average wage is low compared to other branches. Very often
tourism jobs serve as training possibilities to move then to other industry sub-sectors, which leads to a
high cross industry mobility. A consequence of this image is the attraction of unqualified workforces
which has a negative impact on the service quality
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.

Education and Training
For a long time Switzerland lacked comprehensive tourism training system outside the classical hotel
industry. Since the aftermath of World War Two and for a long period of time, Tourism education was
traditionally delivered at the very famous hotel schools in Lausanne or Glion, reflecting the
predominance of the hotel industry in the sector.
A more differentiated education offer - including higher education level qualifications - appeared only in
the 90s. Starting from those years, the fast changes of the economy demanding new and different
competencies in the sector turned into an uncoordinated development of different educational
institutions which produced the need for a reorganisation of tourism education and training sector. The
new structure of tourism education introduced apprenticeships in tourism/hotel/gastronomy/, travel
agencies and public transportation and increased the transparency of the system.
Tourism education in Switzerland is currently organised and prepare for the four Swiss tourism
branches: the hotel and restaurant industry, tourism organizations, experience sectors and transport
and mobility. For each branch it is possible to get different levels of education, including post-secondary
and tertiary level education in vocational colleges of tourism or in polytechnics and universities where
tourism-focused learning curricula are provided.

Trends and Prospects
Despite recognised competitiveness of the industry (According to the Travel and Tourism Competitive
Index (TTCI), Switzerland has the most competitive travel and tourism industry in the world)
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, over the
past few years Swiss tourism is been facing a set of challenges related in particular to: strength of the
Swiss currency, decrease in European arrivals and weak domestic tourism growth, reduced profits for
Swiss travel retailers, rising unemployment in the industry and price hikes for food and beverages.
The current federal strategy for Swiss tourism is oriented on the following priorities

5
Ibid.,
6
Weimar K. Bieger T., Tourism Education in Austria and Switzerland: Past Problems and Future Challenges, 2010
7
World Economic Forum, The Travel & Tourism Competitiveness Report 2013, 2013
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- attracting and promoting summer tourism, to lower dependency on winter tourism by developing
marketing strategies and infrastructure to boost the number of visitors to Switzerland in the
summer.
- Promote new market for inbound tourism, notably, from the BRIC countries and particularly India.
- Differentiating tourism products and address new market segments, notably promoting senior
holidays, gourmet holidays and adventure holidays.
- Promote business and congress travels and reinstating Zurich as a main MICE destination, driven by
the newly-opened Congress Centre and the under-construction Circle at Zurich airport.
- Continue to address tourism policy through an highly inter-disciplinary approach by integrating and
coordinating actors and goals in the areas of territorial organisation and development, agriculture
and the food industry, climate and environmental policy.

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SUBSECTORS

In the following tables we will sintethize some significant data and information about Adventure,
Cultural and Blue tourism in Switzerland.

ADVENTURE TOURISM IN SUMMARY

Overview
Adventure tourism is the main tourism product of Switzerland, attracting travellers for its landscape,
quality services and infrastructures equipped for both winter and summer activities. In the seasonal
view there is only a slight difference between winter (46.2%) and summer season (54.08%) arrivals.
The offer is highly diversified and includes water adventure (e.g. rafting and river surfing), land
adventure like snowboarding, skiing, snow-biking and tobogganing (the descent from the Faulhorn
via Bussalp to Grindelwald is the longest in Europe) or iking and climbing in summer, and finally aerial
activities liked paragliding in Valais.
Beyond highly qualified and equipped snow-parks, the country also hosts different adventure parks,
for example Ropetech, a fixed-rope park near Thunplatz established among the natural tree
population of the Bernese Dhlhlzli Forest.
The country is ranked number one in the Adventure Tourism index for its commitment to
sustainability (28.8% of the country is protected and it ranks second on the Environmental Protection
Index), support of entrepreneurs, and strong adventure image.

Main services and products
Hiking
Climbing/rock climbing
Skiing/snowboarding
Paragliding
Surf/Windsurf/Kitesurf
Rafting

Trend and prospects
Currently the Federal Government is trying to encourage summer arrivals to counteract pending threats
on winter tourism; due to concerns about climate change and less snow in the winter, it is in facts
argued that the dependency on occupancy rates and value sales during the winter season should be
minimised. The recent initiative Inspiration concepts re-invent summer focuses on developing
marketing strategies and infrastructure in view of increasing arrivals in summer months.
Since tourism is so important for local economies in the Alps, it stands to reason that steps need to be
taken to preserve this unique landscape for future generations.
Skiing and other forms of tourism have an environmental impact which has become an issue in recent
times and Sustainable tourism is becoming thus a priority both in winter and summer in the mountain
regions.
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In general, Marketing initiatives are being promoted to diversify tourism products and attract new
market segments among which adventure travellers from new markets, in particular India and China
by going beyond the traditional image of Switzerland as a destination for family holidays and
honeymooners.


CULTURAL TOURISM IN SUMMARY

Overview
Switzerland is famous especially for its natural attractions, however a cultural offer has also been
consolidated over the years to offer alternative or complementary tourism products to travellers.
Cultural products mainly revolve around traditions, customs and folklore but also more recently
events (like some very popular music festivals) and exhibition and contemporary arts. Quality of
service and access to modern communication is equally high in both places.
Many Swiss cities are, in part, also resorts and then there are countless rural areas, which offer a
less rugged landscape and a more gentle form of tourism. Most tourist areas offer a combination of
events and activities. The large cities are as much lakeside, congress and museum venues as they
are meeting places for business people.
A wide range of open-air pop and folk music events, as well as classical music festivals are a feature
of Switzerland's summer months. Switzerland is home to a number of international classical music
festivals: the Easter and summer concerts at the Lucerne Culture and Convention Centre, the
Menuhin Festival in Gstaad and Snow and Symphony in the resort of St Moritz. The annual
Montreux Jazz Festival attracts a large international audience. There are also numerous American
country and western, jazz and pop events throughout the year.

Main services and products
Folklore
Food and wine tours
Events
Museums

Trend and prospects
The development of cultural tourism in Swtizerland is addressed through an integrated approach which
sees cooperation of tourism and cultural policies.
Cantons are responsible for culture at their own regional level, with the federal government responsible
for cultural promotion with the twofold aim of supporting cultural identity and promoting attractiveness
of the country for domestic and inbound tourism. In that respect, the multifaced cultural identity of the
country is being reinterpreted as an asset around which to build attractive cultural routes.
As part of the cultural heritage theme, Switzerland Tourism has introduced almost 100 activities to
provide visitors an experience of the Swiss traditions.
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To celebrate its heritage and turn it into an asset for tourism, Switzerland Tourism has dedicated the
year 2013 to the 'Living Traditions' the diverse linguistic, culinary, architectural and musical traditions
shape the Swiss culture in different parts of the country.


BLUE TOURISM IN SUMMARY

Overview
Blue tourism offer in Switzerland is mainly connected to lake and river cruising, sailing and coastal
activities on the beautiful lakes of the country, notably Zurich lake, Geneva lake and Constant lake.
An heterogeneous and well qualified offer has developed around blue tourism, providing tourists
with choice among different excursions, sailing courses and natural landscapes activity.
Niche tourism has also been cultivated, with luxury products focusing mainly on the sailing and
yachting sector.
Cruising is very well developed in the country, in the rivers, lakes as well as though integrated offer
travelling through historic towns, lakes, rivers and mountains and offering an experience which cut
across cultural and active tourism. Rhine and Rhne rivers both begin in the Swiss Alps, the former
passing through the historic heart of Basel, on its way to France, Germany and the Netherlands.
Swiss major lakes are fully equipped to attract in summer coastal tourists offering them a wide
series of activities for leisure. The rolling landscape, the mild climate and a plethora of water sport
and other leisure activities are responsible for attracting many holidaymakers and day trippers to
Lake Constance, especially in the summer months

Main services and products
Sailing
Coastal tourism

Trend and prospects
Swiss Tourism Policy is currently focused on diversifying tourist offer, attracting new markets and
boosting summer tourism in order to face current challenges in the sector. This includes developing
targeted offer for niche markets such as luxury goods in yachting, sailing and cruising and creating
favourable business conditions for attracting companies in the Blue sector.
A specific attention is also currently dedicated by the Federal Government to the effects of ongoing
climate change on Blue Tourism and identification of strategies to ensure sustainability without losing
revenues from the sector. Switzerland is for instance a Member of OSPAR Commission and takes part in
the mechanism by which fifteen Governments of the western coasts and catchments of Europe,
together with the European Community, cooperate to protect the marine environment of the North-
East Atlantic.

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REFERENCES

OECD, Tourism and Trends policies 2012 Switzerland, 2012
Vanat L., 2013 International Report on Snow & Mountain Tourism, 2013
World Travel and Tourism Council, Travel and Tourism Economic Impact 2013, Switzerland, 2013
Jovanovi M. N., Tourism In Switzerland- Developments and challenges, paper presented at 6
th
EIAT Conference,
Belgrade, 2013
Weimar K. Bieger T., Tourism Education in Austria and Switzerland: Past Problems and Future Challenges, 2010
World Economic Forum, The Travel & Tourism Competitiveness Report 2013, 2013