Why invest in the Swiss source market?

With around 9 million inhabitants, Switzerland is a relatively small country. However, thanks to its stable economic environment and the strong Swiss franc, the Alpine nation represents an attractive source market for international tourism destinations.

Lake Thun Lake Thun

In 2022, the Swiss population undertook around 21.1 million trips with at least one overnight stay. This corresponds to an average of three trips per inhabitant per year, two of which were abroad. In a global comparison, this is one of the highest figures.
Source: Swiss Federal Statistical Office (FSO) / 2023 update to be published by the FSO in Q4 2024

Swiss holidaymakers are also highly sought‑after guests due to their above‑average purchasing power. They are considered quality‑conscious and prefer to stay in higher‑end hotels.

We are happy to provide more detailed market data on travellers from Switzerland as part of our concept development – tailored specifically to your needs.

Are you interested in tourists from the entire DACH region (Germany, Austria, Switzerland)? Through our partner agency network and our partner tour operators Ameropa in Germany and ÖBB Rail Tours in Austria, we can also offer attractive marketing and PR activities for the full DACH region.

Bern, Switzerland | © shutterstock 2466174131

Facts & Figures – Swiss Source Market

  • Income per household: CHF 6984 per month
  • Summer holiday spending: approx. CHF 2'000 to CHF 5'500 per household
  • Vacation entitlement: 4–5 weeks of paid leave per year
  • Trips with overnight stay: An average of 3 overnight trips per year, 70% of them abroad
  • Top 5 destinations: Switzerland, Germany, Italy, France, Austria
  • Quality expectations: The majority of Swiss travellers prefer higher standards and 4‑ to 5‑star hotels
  • Travel inspiration: 60% rely on personal recommendations, 50% use the internet, 45% search for information on tourism region websites
  • Travel planning: 50% book their trip more than 2 months in advance
  • Travel period: 60% of overnight trips take place during the summer months
  • Booking channels: 70% book online, 20% via travel agencies, 7% via various providers, and 3% organise the trip independently
  • Booking types: 70% individual trips composed of single elements, 25% package tours, 5% with no preferred type
  • Top 3 tour operators: DER Touristik Suisse, Hotelplan, TUI Suisse Ltd.