The UK & Europe director of Switzerland Tourism says he is “bullish” about 2022 and has high hopes for the UK market.
Alex Hermann said: “Half-term is looking positive and Easter is a little later this year. All the resorts that Brits go to are planning to stay open a little longer so it’s going to be a great time to ski. Longer days, more sunshine and a lot of the crowds will be gone.”
Hermann said everything on the ground in Switzerland was “looking normal” with no curfews and mask only required within ski gondolas.
He added: “A lot of tour operators seem to be wanting to review their portfolios and include us.”
Switzerland’s arrivals were 80% down in 2020 on 2019 levels but recovered to 50% in 2021.
Hermann said: “I am already more positive now for 2022 with this strong winter season we are now having. UK people are really trying to move on.”
He added: “Last year, we resolved to work much more closely with the travel trade and it’s working. We want to do more, especially with luxury agents – the high-end sellers.”
In addition to the winter market, Switzerland is looking to promote the shoulder seasons and summer lakes and mountains product, Hermann said.
It is also upping its focus on food and wine and rail touring, and will sponsor the Chelsea Flower Show for the first time with a Swiss Sanctuary garden being created.