City to host premier Swiss tourism event next year

Switzerland Tourism, the country's national tourism organization, is strategically positioning Shenzhen as a central hub for its China market recovery, with plans to bring its flagship "Switzerland Travel Experience" trade event to the city in March 2026.

A Luzern–Interlaken Express train runs past Lake Lungern in central Switzerland. Photos  courtesy of Switzerland Tourism

This move comes amid a fundamental shift in Chinese travel preferences towards customized and independent experiences.

According to Daniela Chiani, director for Greater China at Switzerland Tourism, the upcoming event will connect approximately 30 Swiss tourism partners with over 100 Chinese buyers.

"We're witnessing a significant transformation in travel patterns since the pandemic," Chiani stated during a virtual interview with Xinhua News Agency on Monday. "Chinese visitors increasingly seek tailor-made experiences that match their personal interests rather than one-size-fits-all group products."

Daniela Chiani (L), director for Greater China at Switzerland Tourism, interacts with media during a promotional event in Taipei, China, in June 2024. 

The tourism official revealed that Switzerland expects overnight stays from Chinese visitors to rebound to 1.2-1.3 million by the end of 2025, driven largely by this shift toward independent travel.

The strategic focus on Shenzhen was further evidenced earlier this year when the Swiss Travel System launched a promotional campaign in the city, encouraging Chinese travelers to explore Switzerland through its renowned rail network.

"Visitors purchasing the Swiss Travel Pass can enjoy unlimited travel on trains, buses, and boats during the validity period, along with free admission to over 500 museums," explained Fausto Zaina, head of Market Management at Swiss Travel System at the Shenzhen event in February. "Alternatively, they may opt for the Swiss Half-Fare Card or point-to-point rail tickets for flexible travel arrangements."

Switzerland maintains its position as a premier European destination for Chinese travelers, with enduring appeal centered around iconic mountain resorts, such as Zermatt and Interlaken, and complemented by urban destinations including Lucerne, Geneva, and Zurich.

Headquartered in Zurich, Switzerland Tourism has maintained operations in China since 1998 and currently runs 36 offices across 22 countries worldwide. The organization promotes Swiss tourism under the "Swissness" brand concept, emphasizing the country's unique alpine experiences and cultural offerings.