Switzerland Tourism plans to resume marketing internationally as skiers are keen to book breaks for winter 2021-22.
Alex Herrmann, UK and Ireland director at Switzerland Tourism, told a Travel Weekly webcast that there is currently no international marketing by the tourist board, not even in neighbouring countries such as Germany.
However, the tourist board is looking at next season and the fact that overseas holidaymakers are booking early as they can’t ski this winter.
“I know people are thinking about winter [2021-22] now so we should be in front of people now,” he said.
“That’s one of the reasons why we are doing a lot with the travel trade and the media to make sure we are on the radar.”
Switzerland has been the only destination that been able to operate a full winter season and its resorts have been able to test Covid-safe procedures for skiers.
“With our reputation – some might say a little bit of a boring reputation of being the clean, safe place where things always work like clockwork – I think this will help us.
“We’ve had the first opportunity to make sure that the gondolas are Covid-safe, and the procedures and the hotels work.
“I think we have a good story to tell.”
Simon McIntyre, general manager for ski for agency Iglu.com, said levels of business in January “surpassed our expectations” and he is confident the market will return.
His marketing messages urge skiers to book next season, safe in the knowledge that resorts in Switzerland have clean and safe health protocols.
“We are also talking about the benefits of booking with a tour operator,” he added.
McIntyre said there are some “really strong offers” in the market and he is keen to carry on working with operators that helped the agency deal with difficult challenges over the course of the pandemic.
Joe Ponte, chief executive of Hotelplan UK, which incorporates brands such as Inghams and Esprit, said agents remain a key part of the company’s distribution strategy.
“We are supporting them through training and development,” he said.