ZURICH — Following a record-breaking year of growth from the Canadian market, Switzerland Tourism (ST) is partnering with the Canadian Association of Tour Operators (CATO) to host an exclusive Out-of-Country Summit this week, a gathering that puts Switzerland’s commitment to sustainable, year-round travel firmly in the spotlight.

Travelweek is in Switzerland covering the CATO Summit and got a chance to connect with CATO and ST execs, participating tour operators and more.

The Summit is centred around ST’s long-term market strategy, ‘Travel Better.’ The itinerary is designed to highlight the potential of off-peak and winter travel, with featured destinations including Interlaken, Lausanne and Geneva, and unique partner meetings taking place aboard the newly launched Panoramic train operated by MOB GoldenPass.

“Switzerland is absolutely stunning and CATO is delighted to be here,” CATO’s Executive Director, Jean Hébert, told Travelweek.

“This symposium is about creating real connections between Canadian tour operators and local suppliers, and encouraging our members to think differently about travel – beyond the usual big-city experiences,” added Hébert.

Interlaken, Switzerland is stunning year-round – and maybe especially in winter

RECORD GROWTH FUELS COLLABORATION

The collaboration comes on the heels of strong Canadian momentum. Through September 2025, overnight stays by Canadian travellers increased by 8.3%, outperforming growth from even the U.S. market.

Senior leaders from CATO member companies, instrumental in this success, will experience the breadth of Switzerland’s winter and shoulder-season offerings during the summit.

“The Canadian market continues to show a strong appetite for authentic and sustainable travel experiences, and this partnership with CATO reflects that trend,” says Oliver Weibel, Director Canada, Switzerland Tourism.

“The CATO visit in early December supports our ‘Travel Better’ strategy, which puts seasonality front and centre. Our goal is to encourage travel in September, October, and November, and build toward a robust winter season, including the always-popular Christmas markets.”

Switzerlandʻs iconic rail product is a huge draw for visitors – and no wonder, with scenery like this

In the autumn months, travellers to Switzerland benefit from fewer crowds, plus of course the majestic mountain scenery, always spectacular no matter the season. Autumn is ideal for unforgettable train journeys, hiking and exploring Switzerland’s charming towns and cities. It’s also a great time for culinary experiences, including wine tastings during harvest season and sampling local specialties at food festivals. Other shoulder season highlights include museums, thermal spas and lake cruises, while early snowfall at higher altitudes can offer a taste of winter adventure.

THE ‘TRAVEL BETTER’ ADVANTAGE

At the heart of ST’s strategy is a push for improved travel distribution throughout the year, a stronger emphasis on sustainable modes of transportation (train, tram, and public transit), and longer visitor stays. With national hotel occupancy currently at 49.4% annually, extending stays and spreading visitation across seasons are key targets.

The immersive tours and pre-summit experiences offered to CATO members are designed to inspire longer, more in-depth itineraries and to uncover lesser-known destinations during shoulder periods.

Switzerland has its share of Christmas markets, including this one at Zurich HB

On this trip, attendees are taking in beautiful Interlaken, framed by lakes and mountains, and where travellers can enjoy winter kayaking, sledding, and scenic rail journeys while exploring the surrounding alpine villages or mountains. Lausanne charms with its vibrant Old Town, cathedral and nearby Lavaux wine region, a UNESCO World Heritage site known for its terraced vineyards, while Geneva beckons with St. Pierre Cathedral, the iconic lakefront, fine dining and more.

Participants on the CATO trip also get a day of hosted business meetings they’ll never forget, aboard the GoldenPass Panoramic train. CATO members and Swiss suppliers will meet as the train rolls through incredible scenery.

“Switzerland’s trains are how locals travel, and the system is woven seamlessly into the visitor journey,” says Weibel. “It only makes sense to showcase this essential part of our country while conducting business. Canadians love train travel, and the growth in rail sales clearly reflects that.”

Top trends in the Canadian market include …

• Public transport sales to Canadians (YTD October): +26% in 2025
• Strong shoulder-season growth: April (+28%), August (+30%), and September (+29%)
• Extended stays: The top-selling product is the 15-day Swiss Travel Pass, followed by the Swiss Half Fare Card and 8-day Pass
• Canada now ranks 12th globally in public transport ticket sales to international travellers

Reps from Interlaken, Victoria Jungfrau Hotel & Spa and more with CATO’s Jean Hébert (2nd from left) and Brett Walker (4th from right), and Switzerland Tourism’s Laura Fairweather (4th from left) and Oliver Weibel (2nd from right (1)

COMMITMENT TO CAPACITY

Air capacity continues to match increasing demand. A newly introduced and earlier-starting direct flight from Halifax to Zurich adds to the network, alongside renewed seasonal service from Edelweiss Air out of Vancouver and Calgary. SWISS International Airlines continues to operate direct flights from Toronto (March to October), while Montreal flights remain year-round.

All routes are confirmed for 2026, signalling expectations for another record year.

Lausanne, Switzerland

LOOKING AHEAD AT SUSTAINABILITY

CATO’s Hébert underscored the importance of Switzerland’s public transportation system to Canadian travellers.

“We can talk about the future of travel and sustainable tourism, but it’s crucial to show it in practice,” said Hébert.

“This Switzerland experience highlights the new pillars of sustainable travel and proves it’s not just talk – destinations can have a meaningful impact on traveller behaviour. It’s something we can take back, promote, and use to educate both clients and industry peers,” he added.

Follow Travelweek for more coverage live from the CATO Summit in Switzerland. 

Lead image caption: A festive gathering and lots of good cheer for the attendees of CATO’s Out-of-Country Summit Dec. 7 – 14 in partnership with Switzerland Tourism