With innovative strategies, Switzerland attracts more tourists from China than most other European countries.According to a new report by Timetric, Switzerland is an extremely popular destination for Chinese tourists travelling to Europe. The small country in the Alps is the 4th most popular destination for tourists from China, ranking only behind France, Germany and Italy. In 2013 636,000 thousand Chinese visited Switzerland compared to only 192.000 in 2009. The number of inbound Chinese tourists, growing at annual rate of 34.8%, is expected to increase even further. By 2018 it is said to surpass the number of visitors from France. Switzerland is now leaving leading tourism destinations, such as the UK and Spain, far behind. This is surprising, as Switzerland is only a minor player in the European tourism market.

Success due to innovative strategies
There are some fixed variables that explain the popularity of Switzerland among the Chinese such as their interest in luxury goods and the unusual Swiss landscapes. However, Timetric’s report uncovered that there are also plenty of things that the Swiss tourism agency is doing right. In 2002, the Swiss were the first Europeans to establish a national tourism office in China. The Switzerland Tourism Agency and the Swiss Hotel Association published a guideline on how to treat and work with Chinese guests in 2012. Moreover, a Swiss app named “Make My Switzerland”, which provides tips and advice for young travelers, was released in 2013. Skiing is getting more popular among the Chinese. Therefore, the Swiss tourism organisation started to train up Mandarin-speaking ski-instructors who are particularly sought-after by the younger generation.