Switzerland Promotes Offbeat Destinations to Curb Excessive Tourism

Officials from Switzerland, speaking at a press conference in Zurich, outlined their strategy to manage tourism by directing visitors to "the right places, at the right time" to prevent over-tourism. Switzerland Tourism emphasized the importance of balancing tourist flows throughout the year to safeguard the Alpine country from the potential downsides of excessive tourism.

Martin Nydegger, the agency's chief, clarified that while Switzerland does not face widespread over-tourism issues, there are occasional localized bottlenecks, particularly in popular areas affected by sudden surges in tourist numbers. For instance, Iseltwald, a small village in central Switzerland, experienced an influx of Asian tourists following the popularity of a South Korean Netflix series filmed there.

In response to such challenges, Iseltwald implemented a tourist fee to manage visitor access to sites featured in the series, reflecting a local initiative to regulate tourism impacts. Nydegger highlighted that despite such instances, Swiss residents generally hold a positive view of tourism, with only a small percentage expressing concerns.

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Damian Constantin, head of the conference of directors of regional tourist offices, pointed out that Switzerland's strong currency and high cost of living naturally deter mass tourism, acting as inherent safeguards against over-tourism. These factors contribute to Switzerland's reputation as a premium and relatively exclusive destination.

Switzerland Tourism intends to proactively protect its tourism sector, which contributes significantly to the country's economy, generating 43 billion francs annually and constituting 4.5 percent of GDP. The agency plans to collaborate with tour operators to promote lesser-known destinations and activities, such as hiking trails and electric bike tours in places like Davos-Klosters.

Moreover, campaigns have been launched to extend the tourism season into autumn, highlighting Switzerland's diverse attractions globally. This strategic approach aims to encourage travelers to explore beyond traditional hotspots, fostering deeper and longer-lasting experiences throughout the country.

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