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WALDHAUS FLIMS MOUNTAIN RESORT AND SPA
A strategic approach
Over the next one.fittedzero.fitted years, Switzerland’s This resort (above), one-hour south of Zurich, is surrounded by the Flims and Laxx mountains
tourism industry is expected to and has drawn on ‘Swissness’ branding by promoting itself as a mountain resort and spa.
achieve annual real growth of one.fitted per It successfully transformed into a year-round hotel following a CHF58m (US$53.5m,
cent direct employment, one.fitted.one.fitted per cent 37.7m, £32.3m) refurbishment, including a CHF13m (US$11.9m, 8.4m, £7.2m)
of GDP and two.fitted.three.fitted per cent in overall investment on its 26,909sq ft (2,500sq m) Delight Spa which opened in 2004.
growth of tourists. While these growth In 2008, the resort posted record trading results for the third year running: EBITDA rose by
rates are lower than for the rest of 13.7 per cent to CHF4.3m (US$4m, 2.8m, £2.4m) from a total of 47,000 overnight stays.
western Europe, they continue to
ensure Switzerland’s pre-eminence as a
leading destination. As such, the Swiss government regards tour-
ism as a strategic sector of the economy, worth investing in. leisure and business tourism. In the most recent Switzerland
Support for tourism accounts for CHFfour.fittedbn (USdollar.fittedthree.fitted.six.fittedeight.fittedbn, Euro.fittedtwo.fitted.six.fittedbn, Tourism Annual Report (two.fittedzero.fittedzero.fittedseven.fitted), the organisation’s CEO, Jürg
sterling.fittedtwo.fitted.two.fittedbn) or seven.fitted.one.fitted per cent of all government investment. In two.fittedzero.fittedzero.fittedseven.fitted to Schmid, says: “Nature, authenticity and health are the central
two.fittedzero.fittedzero.fittedeight.fitted, Switzerland Tourism’s budget was CHFseven.fittedsix.fitted.four.fittedm (USdollar.fittedseven.fittedzero.fitted.three.fittedm, positioning elements of Switzerland. Consequently, wellness is
Euro.fittedfour.fittednine.fitted.seven.fittedm, sterling.fittedfour.fittedsix.fitted.two.fittedm), five.fittednine.fitted.five.fitted per cent of which came from federal fund- entirely integrated into our overall brand and positioning.”
ing. T_h e largest allocation in the country’s marketing budgets goes Switzerland Tourism has a carefully targeted tourism
to promoting Switzerland as a wellness destination. Wellness is marketing policy. It has four main national campaigns: three
also regarded as part of the core appeal of Switzerland for both focusing on city, summer and winter breaks and the fourth target-
SpSPa BuA BUSINESS 4 2009SineSS 4 2009
©
ccyyberertrekek 200909 Read Spa Business online spabusiness.comm // digital 3129
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