Switzerland Tourism’s rebranding exercise, first announced in early May, has finally made an appearance in Asia, as the NTO revealed visuals during its participation at the ongoing ILTM Asia Pacific 2024 luxury travel tradeshow in Singapore.
The new logo is represented by the word ‘Switzerland’, with the Swiss cross taking the place of the letter ‘t’, set against a colour gradient backdrop of five shades of red.
Batiste Pilet, director for South-east Asia, Switzerland Tourism, said the new logo reflected a single identity that could easily be used by all Swiss tourism suppliers and stakeholders, not just Switzerland Tourism, and was more suitable for the modern digital environment.
Furthermore, the colour gradient gave off a more “active and energising” vibe and allowed destination marketing materials to be playful with colours.
“However, a brand is still just a brand, and it is important that it (reflects) our strategy. Just as the new Switzerland logo is a future-ready logo, so is our strategy,” said Pilet.
“Our strategy is to be ready for tomorrow. Currently, Switzerland has an issue with overbooking during the peak seasons. As the tourism board, we want to encourage travellers to make the right choices in order to have the best travel experience in Switzerland,” he elaborated.
Switzerland Tourism is working to emphasise the country’s year-round appeal, so that travellers would visit beyond the peak June to August period, as well as lesser known locations and experiences “in between the hot cities”.
The move to spread out tourism traffic would benefit travellers too, as they could enjoy more products and experiences at better prices during the off-peak periods.
Pilet said the South-east Asian markets are an ideal and important solution for Switzerland’s peak traffic issues, as travellers from the region tended to visit between March and June and between October and December. As such, the tourism board is dedicating much efforts into growing South-east Asian arrivals.
“Of course, we want to have the right guests. That’s why we are here at ILTM Asia Pacific. Luxury travellers are the ideal target for Switzerland. We have the infrastructure, hotels, and experiences that luxury travellers appreciate, and we can build an unforgettable experience for them,” he said.
Pilet believes that popular cities in Switzerland will continue to feature in a big way in travellers’ itineraries, but travel advisors could recommend additional unique activities in less-travelled areas. This would spread tourists deeper into the country, enhance the overall journey, and lead to longer stays.
“For example, choose one of the many special accommodation available in Jungfrau before or after exploring Interlaken. Perhaps take a tuktuk (motorised rickshaw) from the Geneva city centre to a vineyard on the fringes, or make a detour between Interlaken and Lucerne for a biscuit-making activity with the popular Swiss bakery, Kambly,” he suggested in an interview with TTG Asia.
Travelling from point to point could also be a unique excursion, he added, as Switzerland offers several panoramic trains that go down scenic routes. The experience is ideal for premium travellers, as trains like the Bernina Express and Glacier Express have “excellent carriages with quality catering onboard”.
The focus on offering new ways to enjoy Switzerland also aligns with the growing demand for local and immersive experiences among luxury travellers, he opined.
