Spa tourism
bank.alt on it
High levels of investment in spas and wellbeing,
along with strategic wellness marketing, have secured
Switzerland’s position as a top tourism destination
DR TERRY STEVENS guillemotright.cap MANAGING DIRECTOR guillemotright.cap STEVENS & ASSOCIATES
witzerland can now add tourism to its trophy cabinet.
Remarkable revival
S
T_h e four.fittedone.fitted,two.fittedeight.fittedfour.fittedsq km (one.fittedfive.fitted,nine.fittedfour.fittedzero.fittedsq miles) landlocked country Switzerland has specialised in tourism
is considered a global leader in many business sectors. for more than one.fittedzero.fittedzero.fitted years. T_h e National
One of the world’s wealthiest nations, thanks to its long- Association for the Development of
standing neutrality and political stability, it’s also one of the most Tourism, later becoming Switzerland
mature and established international tourism destinations. Tourism, was established in one.fittednine.fittedone.fittedseven.fitted.
Over the past one.fittedzero.fitted years Switzerland has re-engineered its appeal In the one.fittednine.fittedeight.fittedzero.fitteds and into the one.fittednine.fittednine.fittedzero.fitteds,
to tourists. As a result, two.fittedzero.fittedzero.fittedeight.fitted proved to be the most successful year tourism in Switzerland experienced
in the history of Swiss tourism. For the second year running, the stagnation and then a major slump
World Economic Forum (WEF) ranked Switzerland number one as it failed to keep up with the global
out of one.fittedthree.fittedthree.fitted countries in its global tourism competitiveness index. marketplace. Since one.fittednine.fittednine.fittedsix.fitted, however, a
Wellness and wellbeing tourism have been at the heart of this remarkable revival has taken place
recovery. Today, the country is an example of best practice in its thanks to a realisation of the impor-
overall strategic approach to tourism development through to its tance of tourism to the economy, a
delivery of innovative, high-quality spas. willingness to invest and the creation
of favourable taxation rates to encour-
H
.
C age product development.
E
G
A
Switzerland’s ease of accessibil-
M
ity – it has nine major airports and an
I
S
S
hyphen.cap
I
excellent rail network – its stunning
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W
S
. landscapes and underlying strong
U
M
tourism infrastructure were other
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S
R
critical success factors.
OU
T According to the World Travel and
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E
K
Tourism Council, tourism’s contribu-
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L
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tion to Switzerland’s GDP is currently
E
T one.fittedtwo.fitted.one.fitted per cent, equating to CHFsix.fittedfour.fitted.six.fittedbn (USdollar.fittedfive.fittednine.fitted.four.fittedbn, Euro.fittedfour.fittedtwo.fittedbn, sterling.fittedthree.fittedsix.fittedbn).
I
N
© T_h ere are seven.fittedone.fittedtwo.fitted,zero.fittedzero.fittedzero.fitted jobs supported by the industry, representing one.fittedfive.fitted.six.fitted
per cent of all employment.
Interlaken, the holiday and congress centre in the Bernese
Last year there were more than seven.fittedfive.fitted million overnight stays in
Oberland with its famous mountains Eiger, Mönch and Jungfrau
all types of accommodation, including three.fittedseven.fitted.three.fitted million (five.fittedzero.fitted per cent)
in hotels, resulting in CHFfour.fittedsix.fittedbn (USdollar.fittedfour.fittedtwo.fitted.four.fittedbn, Euro.fittedthree.fittedzero.fittedbn, sterling.fittedtwo.fittedfive.fitted.six.fittedbn)
DISTRIBUTION OF WELLNESS HOTELS BY TYPE AND REGION
of tourism revenue. T_h is was up by two.fitted.seven.fitted per cent from two.fittedzero.fittedzero.fittedseven.fitted with
WI WII
domestic tourism increasing at two.fitted.four.fitted per cent and foreign tourism
Granbünden ‘Wonderland of Water’ three.fitted one.fittedone.fitted
growth at two.fitted.eight.fitted per cent. T_h e most popular overnight destination
Bernese Oberland ‘World Class Panorama’ three.fitted seven.fitted was Zurich, followed by Geneva and Zermatt (see pthree.fittedone.fitted). T_h e growth
Valais ‘Power Summits’ six.fitted three.fitted
in city tourism was also strong, with an exceptional growth in de-
Central Switzerland ‘Pretty as a Picture’ four.fitted four.fitted
mand for short breaks in Basel, Bern, Zurich, Lucerne and Geneva.
In two.fittedzero.fittedzero.fittedeight.fitted there were one.fittedfour.fitted.four.fitted million foreign tourists to Switzerland
Lake Geneva Region ‘World of the Senses’ two.fitted four.fitted
with growth recorded in all geographic markets with the excep-
Eastern Switzerland ‘Natural Beauty’ two.fitted one.fitted
tion of the US, which was eight.fitted.eight.fitted per cent down on two.fittedzero.fittedzero.fittedseven.fitted.
Ticino ‘Wellbeing: Southern Style’ one.fitted four.fitted
Switzerland’s primary originating volume markets in two.fittedzero.fittedzero.fittedfive.fitted were
Zurich Region ‘T_h rilling Inspiration’ zero.fitted three.fitted Germany, the UK, US, France and Italy. Its major growth markets
Total = five.fittedeight.fitted two.fittedone.fitted (three.fittedsix.fitted%) three.fittedseven.fitted (six.fittedfour.fitted%)
in two.fittedzero.fittedzero.fittedeight.fitted were the Gulf States (up one.fittedfive.fitted.three.fitted per cent from two.fittedzero.fittedzero.fittedseven.fitted), Russia
(Source: Switzerland Tourism, two.fittedzero.fittedzero.fittednine.fitted)
(up one.fittedfour.fitted.four.fitted per cent) and the Netherlands (up one.fittedfour.fitted per cent).
3028 Read Spa Business online spabusiness.comm // digital SpSPa BuA BUSINESS 4 2009SineSS 4 2009
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