Imagine snow-capped mountains but printed on a headscarf that you can wear. Switzerland Tourism’s latest campaign saw it partner Buttonscarves, an Indonesian premium scarf and headscarf brand, as part of efforts to reach out to Muslim travellers.
The campaign featured influencers from Indonesia showcasing Switzerland’s landscapes and wearing headscarves from the brand’s specially created Switzerland series adorning prints of the country’s natural scenery.
It resonated well with Indonesian Muslim audiences, according to Batiste Pilet, director, Southeast Asia, Switzerland Tourism.
This is part of Switzerland Tourism’s efforts to reach out to the Muslim market in South-east Asia, with key markets for halal tourism coming from Indonesia, Malaysia, and Singapore.
“Switzerland Tourism in South-east Asia recognises the growing importance of halal tourism and is committed to making Switzerland a welcoming destination for Muslim travellers,” said Pilet.
In particular, there is “strong potential for growth” in the upscale and luxury travel segment. When it comes to halal tourism growth, Pilet added that Indonesia stood out as the key market with the largest potential, while for Malaysia, the independent Muslim traveller segment has the greatest growth potential.
“Additionally, Switzerland’s reputation for safety, cleanliness, and efficient public transport makes it an attractive destination for families and solo travellers alike. The availability of halal dining options, prayer spaces, and Muslim-friendly accommodation further enhances the travel experience for Muslim visitors,” said Pilet.
The organisation is ramping up efforts to promote Muslim-friendly travel services such as halal restaurants, prayer facilities, and accommodation that cater to Muslim needs.
It recently collaborated with media company Have Halal, Will Travel to launch a travel guidebook for Muslim travellers, and has contributed articles and self-guided itineraries.
Switzerland Tourism has also organised fam trips for some Muslim travel agencies.
Depending on the market, Switzerland Tourism will tailor the messaging to suit local consumer behaviour, shared Pilet. It will continue to strengthen its engagement in South-east Asia by implementing targeted marketing campaigns, partnerships with local travel agencies, media and influencer collaborations.
It is also promoting more travel in the off-season as part of its Travel Better strategy that encourages visitors to explore lesser-known destinations and experience Switzerland’s diverse landscapes year-round. This includes taking public transport, staying for longer, and going to lesser-known destinations.
Added Pilet: “Switzerland Tourism remains committed to enhancing the experience of Muslim travellers by continuously improving accessibility to Muslim travel services. We look forward to welcoming more Muslim travellers to Switzerland and showcasing the country’s diverse offerings in an inclusive and memorable way.”
