TORONTO — The weather was perfect for last night’s Switzerland Travel Experience, Canada, event at the Sky Lounge in downtown Toronto – but that didn’t stop attendees from dreaming of a sunny getaway some day in Switzerland, and for one lucky participant, that dream came true.

Switzerland Tourism’s new Director, Canada, Oliver Weibel, welcomed travel advisors, media and other industry professionals to the event, part of a roadshow series with an emphasis on info trade partners can use to sell Switzerland (there was a yummy Swiss raclette too).

Weibel also gave away Switzerland Tourism packs, and the grand prize of a trip to Switzerland.

Weibel took over the top spot in Canada for Switzerland Tourism in November 2022 after Pascal Prinz was named Switzerland Tourism’s Director, Global Accounts & Emerging Markets, based in Zurich.

Travelweek checked in with Weibel to find out more about his goals for the Canadian market, travel trends and more.

Travelweek: The Canadian travel industry is happy to welcome you as the new Director, Canada for Switzerland Tourism. What interests you about the Canadian market, and what are your goals here?

Weibel: Personally and professionally, I am enthusiastic about the Canadian market. I have already visited Banff, Lake Louise, Montréal, and parts of Ontario in autumn, winter, spring, and hopefully – soon-ish – summer. I am looking forward to exploring the rugged wilderness, majestic landscapes and unique cultural heritage of Yukon in mid-June. I’m very excited to be hosting this cross-Canada roadshow, further enhancing my understanding of Canada’s diverse offerings of domestic travelling compared to Europe and Switzerland.

As the new Director of Canada for Switzerland Tourism, I will focus on the following key areas, which align with our global strategy:

• A big focus on train travel: The Grand Train Tour of Switzerland encourages travellers to increase the length of stay. By highlighting the convenience, comfort, and scenic beauty of train travel, primarily through the Grand Train Tour of Switzerland, we can encourage Canadian travellers to embark on extensive journeys that cover multiple regions and attractions. This approach not only promotes sustainable travel but also increases the length of stay.
• Put shoulder season into focus by pushing the autumn: By emphasizing Switzerland’s beauty and unique experiences during the shoulder season, particularly in the autumn months, we can encourage Canadian travellers to explore Switzerland outside of peak tourist periods. Promoting the captivating fall foliage, cultural events, and outdoor activities during this most extraordinary times of year in Switzerland.
• Foster collaborations with tour operators and agents: Building strong partnerships with tour operators and travel agents is crucial in effectively promoting Switzerland as a desirable destination. By working closely with these partners, we can jointly create enticing travel packages, offer specialized itineraries, and provide valuable insights into the preferences and needs of the Canadian market.

Next to the existing markets of Montreal, Toronto, and Vancouver, we include Alberta with the convenience of direct flights from Calgary to Switzerland through Edelweiss.

By promoting these direct flight connections and showcasing the unique experiences awaiting them in Switzerland, we look forward to welcoming travellers from Alberta and providing them with unforgettable journeys filled with breathtaking landscapes, world-class hospitality, and the wonders of Swiss culture.

Travelweek: Travel’s recovery is off the charts. Can you tell us what Switzerland Tourism is seeing from the Canadian market?

Weibel: Switzerland Tourism is pleased with the positive developments from the Canadian market during the first quarter of 2023, with a growth rate of 2.5% compared to 2019 figures. Especially March, with a growth in overnight stays of 8.7%, which is very promising.

While specific statistics for the Canadian market are only available up to March, the overall positive sentiment and feedback from industry partners indicate a favorable recovery trend.

The feedback from various stakeholders, including hotels, tour operators, train ticketing services, and airlines, shows a promising outlook for travel to Switzerland from Canada in the summer of 2023.

Switzerland Tourism looks forward to a successful 2023, aiming to provide Canadians with an exciting travel season. The anticipation for the development of the fall season in 2023 is exceptionally high. Autumn often brings unique and captivating experiences, such as picturesque landscapes, cultural events, and outdoor activities.

Travelweek: Is there a ‘typical’ Canadian traveller to Switzerland, and what travel trends would you like to see more of from Canada?

Weibel: While it’s challenging to define a ‘typical’ Canadian traveller to Switzerland, there are some general characteristics and preferences that can be observed. Canadians are known for their love of outdoor activities, nature exploration, and adventure.

As for travel trends that Switzerland Tourism would like to see more of from Canada, some key areas could include:

Sustainable and responsible travel: Encouraging Canadian travellers to adopt sustainable travel practices and travel according to our Swisstainable movement: such as minimizing their environmental impact, supporting local communities, and respecting cultural heritage. Promoting eco-friendly accommodations, transportation options, and responsible tourism initiatives can contribute to more sustainable travel trends. Switzerland Tourism has one of the world’s leading sustainable travel initiatives called, Swisstainable.  Swisstainable is a program whereby Switzerland Tourism works with the industry to ensure adoption and accrediations are met and communicated. We now have over 1800 tourism partners and organizations in the program.

We make it easy for travellers to identify Swisstainable operations through our website at https://www.myswitzerland.com/en-ca/planning/about-switzerland/sustainability/

More information is here:

• This B2C site for guests MySwitzerland.com/swisstainable is available in more than 16 languages.
• A focus on those achieving excellence is here: https://www.myswitzerland.com/en-ca/planning/about-switzerland/sustainability/swisstainable-service-providers/
• About the program here: https://www.myswitzerland.com/en-ca/planning/about-switzerland/sustainability/

Off-the-beaten-path exploration: Encouraging Canadians to explore lesser-known regions and attractions in Switzerland beyond the popular tourist hotspots. Highlighting hidden gems, local festivals, and cultural experiences in lesser-explored areas can help diversify travel trends and distribute tourism benefits more evenly.

Cultural immersion: Promoting immersive experiences that allow Canadians to engage with local culture, traditions, and communities. Encouraging participation in workshops, local events, and cultural exchange programs can enhance the depth of their travel experiences and foster greater understanding and appreciation of Switzerland’s heritage.

Slow travel and experiential journeys: Encouraging Canadians to take their time and savor the journey rather than rushing from one destination to another. Promoting scenic train rides, hiking trails, cycling routes, and road trips that allow for a deeper connection with the landscapes and local culture is definitely a desirable travel trend not just for Switzerland but for travel in general.

For more details on travel to Switzerland, check out MySwitzerland.com.