How Switzerland Plans to Be More Than Just a Romantic Luxurious Getaway

Switzerland, long favoured by Indian travellers as a romantic holiday destination, is now broadening its appeal. At a recent event in Mumbai, the CEO of Switzerland Tourism, Martin Nydegger, highlighted the country’s efforts to promote year-round tourism, with a focus on attracting visitors during the autumn and winter seasons.

For years, May and June have been the most popular months for Indian tourists to visit Switzerland; an ideal escape from the scorching Indian summer. Indian travellers have traditionally flocked to Switzerland’s well-known attractions, particularly in the summer, enjoying iconic experiences like scenic train journeys and lake kayaking in picturesque areas such as Interlaken.

However, at the event, the Switzerland Tourism evidently expressed their aim on shifting focus to emphasise the country’s appeal beyond the summer months. The board is keen to showcase what Switzerland offers throughout the year. With stunning autumn landscapes, rich foliage and a host of cultural festivals, Switzerland is positioning itself as an ideal autumn getaway. Winter, too, has much to offer beyond just skiing—snowshoeing, sledging, and the enchanting Christmas markets create a festive atmosphere, perfect for travellers seeking a magical winter experience.

In the recent campaign, Switzerland Tourism collaborated with the Indian Olympic gold medalist Neeraj Chopra in the hopes to appeal to a broader audience, showing that Switzerland is an adventure-filled destination for all types of travellers.

The tourism board has already noticed a growing trend of visitors exploring the country during off-season. According to Travel World, Switzerland recorded over 600,000 overnight stays by Indian tourists in 2023, and this number is projected to rise to over 900,000 in the next five years. With this growing interest in year-round travel and a wider variety of experiences, Switzerland is well on its way to becoming a preferred destination not just for summer holidays, but for travellers seeking rich, immersive experiences across all seasons.