This is the latest article in Travelweek Daily’s coverage of CATO’s 2025 Out-of-Country Summit in Switzerland. Check out our Switzerland Tourism interview here and our Interlaken coverage here.

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GENEVA — As the CATO delegation gets ready to tie a bow on its 2025 Out-of-Country Summit in Switzerland, the last days of the itinerary are focused on the Lake Geneva region – highlighting its tourism highlights, year-round product potential and opportunities for increased Canadian outbound travel.

From Geneva’s international flair to Lausanne’s cultural depth, the terraced vineyards of Lavaux and the festive atmosphere in Montreux, this journey has underscored the value of firsthand destination knowledge for Canadian tour operators.

Travelweek is in Switzerland this week covering the CATO Summit, and got a chance to connect with CATO and Switzerland Tourism execs, participating tour operators and more. The trip has been a powerful platform for strengthening partnerships and promoting off-season travel opportunities from Canada.

“A PHENOMENAL TRIP”

With more than 40 participants representing Canada’s leading tour operators, the itinerary focused on sustainability, outdoor activities, and cultural richness – key selling points for an increasingly discerning Canadian traveller.

“This has been a phenomenal trip,” said Brett Walker, GM, International Operations for Collette and Chair of CATO. “Even though we’ve featured Switzerland in our programs before, I know so much more about the destination now. I’m excited to go back and talk with our team about what new opportunities might exist.”

For Walker and other participants, the itinerary showcased the potential to diversify existing programs. “We already feature Switzerland in several of our tours,” he said, “but this trip gave me a much deeper understanding of the regions we don’t currently include – and how we might build new product around those lesser-known areas.”

Geneva (photo credit Switzerland Tourism / Jan Geerk)

GENEVA: GLOBAL CITY, LOCAL CHARM

Geneva made an impression with its mix of international significance and local character. The CATO group explored the city’s historical core, celebrated the start of the Escalade Festival, and enjoyed a private evening event at the Red Cross Museum, located steps from the Palais des Nations.

“Geneva is the world’s smallest metropolis,” said Kristelle Charre, Market Manager, North America & SEA Markets for Geneva Tourism. “We’re home to the United Nations, but also surrounded by nature, with lake activities in the summer and access to ski retreats in the winter. The diversity of experiences is what makes it so special.”

The visit highlighted both Geneva’s rich heritage – including its pivotal role in watchmaking – and its efficient transport, with free public transportation offered to all hotel guests.

Several of the CATO delegates also checked out the new CERN Science Gateway, opened in 2023 and located in Meyrin, a quick trip from Geneva’s city centre.

As an international hub, Geneva is home to numerous global organizations, including the United Nations and the World Health Organization, which lends the city a uniquely cosmopolitan atmosphere.

Its central location in Europe and well-connected airport make it a key gateway for both business and leisure travellers, while its multilingual population and world-class infrastructure ensure a seamless experience for international visitors.

LAUSANNE: CULTURAL LAKESIDE APPEAL

Lausanne showcased its strengths as a compact yet multifaceted destination, blending Olympic legacy with arts, culture and easy access to nature.

Along with a guided city tour and a visit to the Olympic Museum, the group explored the city’s strong public transport system, lakeside setting, and walkable old town.

CATO participants also learned about Lausanne’s upcoming cultural milestones for 2026, including major exhibitions at the Museum of Contemporary Design and Applied Arts (mudac) and the 50th anniversary of the Collection de l’Art Brut. Lausanne celebrated the 750th anniversary of its main cathedral in the Old Town this year.

“I had never been to Lausanne before,” said Walker. “Between the views, the transit, and the range of attractions – from museums to vineyards – it really stood out. I definitely want to look at incorporating Lausanne more intentionally into our programs.”

Sébastien Marcelis, Market Manager, Lausanne Tourisme, emphasized the city’s broad appeal: “We are the Olympic Capital, but we’re also a cultural hub with easy access to both lake and mountain activities. It’s an ideal base for Canadian travellers who want variety without long travel times.”

Lausanne’s Escaliers du Marché (photo credit Spot Magazine via Switzerland Tourism)

WINE REGION: LAVAUX’S UNESCO VISTAS

The group also spent an afternoon exploring the terraced vineyards of Lavaux, a UNESCO World Heritage Site and a standout of the region’s wine heritage. A curated tasting experience offered not only Swiss wine, but also insight into how local producers are grounding their offerings in sustainability and terroir.

“It’s the kind of product that can really elevate shoulder-season travel,” said Walker. “Experiences like these give us tools to build tours around interest, rather than just seasonality. That’s how we expand the travel period.”

Paula Briata, VP, Operations for WorldStrides and a CATO board member, agreed: “We already work with Switzerland, but this trip showed me how much more we can do – especially in places like Lavaux. There’s history, food, outdoor activity – it’s a win-win.”

Lavaux’s designation as a UNESCO World Heritage Site is based on both beauty and historical significance, these vineyards preserve traditional winemaking practices while showcasing the region’s commitment to sustainable land use.

Lavaux vineyards (photo credit Montreux-Vevey Tourism / Maude Rion)

MONTREUX: A TASTE OF CHRISTMAS BY THE LAKE

While the CATO group visited the Montreux Christmas Market, the festive mood served as a reminder of Switzerland’s wintertime appeal. With the Lake Geneva backdrop and the snow-capped peaks, the destination offered a postcard-perfect glimpse of seasonal charm.

Switzerland’s Christmas markets offer a festive blend of tradition, charm and alpine magic, drawing visitors for artisan crafts and seasonal treats. From the lakeside elegance of Montreux Noël – complete with Santa’s house perched high above in Rochers-de-Naye – to the historic stalls nestled in the Old Towns of Basel, Zurich and Lucerne, each market reflects the unique character of its region.

For Canadian travellers, the markets provide not only a picturesque holiday backdrop but also an opportunity to experience Swiss culture.

MOB Golden Pass Railway journey between Montreux and Interlaken (photo credit MOB)

LOOKING AHEAD

For Walker, the collaborative aspect of the trip was just as valuable as the destination discovery. “This is an opportunity for competitors to come together and talk about shared challenges – like how we can promote different times of the year using common language. It helps everyone, and it helps the destination.”

The hope, he added, is that CATO will continue these international symposiums. “We learn from each other. And ultimately, that helps us deliver more value to Canadian travellers.”

As Switzerland positions itself for a strong year in 2026 – and as Canadian operators look to expand their European offerings – Lake Geneva’s blend of culture, accessibility, and authenticity is poised to play a leading role.

More information about travel to Geneva can be found here. For more information about travel to Switzerland, visit MySwitzerland.com/en-ca/.

Lead image caption: Lausanne’s Old Town, with sightlines to Lake Geneva (photo credit Switzerland Tourism / Christian Meixner)