Swiss tourism to become more local and digital in 2021
The Corona year 2020 was particularly difficult for Swiss tourism. However, if the industry focuses more on digital technologies and local offerings next year, experts say there is reason for hope.
"2021 will be a year of transition, starting with the digestion of the effects of the Corona crisis," Nicolas Délétroz, professor at the Tourism Institute of the University of Applied Sciences of Western Switzerland, tells AWP news agency. But tourism must inevitably become more local and digital, is his recommendation.
In cities in particular, tourism has really collapsed. Between May and October, the number of overnight stays in Geneva (-78%), the Zurich region (-73%) and Basel (-63%) fell sharply due to the absence of foreign tourists, as the Federal Statistical Office (FSO) recently reported.
According to Jürg Stettler of the Lucerne University of Applied Sciences and Arts, travel demand is also likely to remain low: "We expect foreign demand to pick up slowly in 2021, depending on the number of coronavirus cases and vaccinations." First from nearby markets and then, in the second half of the year, from more distant countries such as China.
However, Swiss cities, which in the past would have attracted a high proportion of foreign shopping tourists or business travelers, would likely continue to be strongly affected by the aftermath of the crisis. In 2019, foreign travelers spent around CHF 18 billion in Switzerland, according to the FSO.
Digital customer acquisition
Meanwhile, online tools, for example, could help: "Digital advertising, especially on cell phones, has more impact because the proportion of people looking for tourism offers on a smartphone has increased significantly in recent months," says Stettler. Destinations off the beaten track are also investing more in these tools, he adds.
In addition, especially in small Switzerland, it is increasingly important to offer a combination of more affordable accommodations and, for example, the promotion of local products. This should also increase the Swiss people's desire to travel again.
But at the same time, according to the director of the Swiss Travel Association (FSV), the desire for foreign destinations is likely to increase again. "If there is a vaccine and people live better with the virus, that could help," says Walter Kunz. Especially since people are fed up with the restrictions and want to go on vacation by the sea again, for example. (SDA)
