By MARINEL E. PEROY
Switzerland is redefining what it means to explore — not necessarily more, but better.
“Travel is as hot and as spicy as ever,” says Martin Nydegger, CEO of Switzerland Tourism (ST).
“People are leaving the materialistic world where everyone needed a car, a watch, and a house. The experience has become more and more relevant. Our job now is not just to promote travel but to be smarter — finding the right people, at the right time, for the right place,” he adds.
That mindset anchors Switzerland Tourism’s Travel Better strategy, which encourages international visitors — including Filipinos — to explore beyond the high seasons, stay longer, and discover the country’s rhythm across all four seasons.
“Travel better is more of a philosophy,” Nydegger ays. “We don’t want people to travel less or travel elsewhere. We want them to travel in a better way.”
Anh-Thu Van Do (Anlee), General Manager for Lufthansa Group in Thailand, the Philippines, Vietnam, and the Mekong region, believes the Swiss experience begins in the sky.
She shares that sustainable tourism is being practiced as Lufthansa reduces its CO₂ footprint through the use of Sustainable Aviation Fuel (SAF).
Swisstainable in all senses
For Filipino travelers, that attention to sensory detail resonates deeply.
“We know Filipinos love the feeling of being cared for,” Anlee says. “From the scent of the cabin to the smile of our crew, we want every guest to experience Switzerland the moment they board.”
Anlee also notes the airline’s signature scent — The Alpine Valley. Alongside upgraded culinary offerings, the airline brings a first taste of Switzerland to travelers.
“It’s not just about the aircraft hardware,” Anlee notes, “but the software… the warmth, the care, the attention to detail.”
Meanwhile, though the Philippines is Switzerland Tourism’s (ST) smallest market in Southeast Asia, it stands out for its remarkable momentum.
“It’s the one with the most promising growth,” says Batiste Pilet, ST Director for Southeast Asia. He shares that Filipino travelers are staying longer — ranking sixth among ST’s markets in average duration — and increasingly seeking experiences that blend comfort with culture, particularly visits to Catholic sites.
“Filipinos love bundled products,” he adds. “All-inclusive, with all the services given. And we want to be here… really convincing Filipinos to travel to Switzerland.”
Whether it’s a panoramic rail journey powered by renewable energy or a quiet hike through autumn vineyards, the Swiss way of travel blends luxury with conscience.
As Sara Roloff, CEO of Swiss Travel System AG, explains: “Traveling by train, bus, or boat automatically means traveling sustainably.”
So, if you’re planning a European trip, prepare your Schengen visa and map out your Swiss itinerary. Because the Swiss journey isn’t just about where you go — it’s about how deeply you experience it.
Right guest. Right time. Right place.
As Roloff puts it: “And with the right train, you might have your own curated entert(r)ainment trip.”