Switzerland targets Filipino tourists to boost off season arrivals

THE Swiss government is increasing its marketing effort to capture the Filipino market as part of its strategy to boost stays and inbound arrivals during lean travel seasons in Switzerland.

In a briefing on the sidelines of the Swiss National Day reception in Taguig City on Thursday, August 29, Switzerland Tourism Southeast Asia Director Batiste Pilet said more than 60 percent of visitors from the Philippines spend an overnight in Switzerland during off seasons or spring and autumn.

“Overall, in Switzerland, the occupancy rate of hotels is actually only at 50 percent because there are really periods where it’s underbooked, and we have to push this period more,” he said.

“So, for us to push markets like the Philippines is also relevant because we know that we can afford a good growth because actually it’s really filling beds that are not full,” he added.

The Philippines is a small market for Switzerland, only contributing more than 80,000 visitors in 2023 compared to its Southeast Asian peers that brought in around 125,000 to 234,000 tourists in the same year.

Its growth rate in terms of overnight volume, however, was the highest at 74 percent between 2019 to 2023, said Pitel.

Prior to the pandemic, the overnight hotel stays by guests from the Philippines were at 46,000.

“It’s a small market but the growth is, worldwide, our strongest growing market,” Pitel said.

The Switzerland Tourism operationalized its “antenna office” in Manila last 2022, which indicated its strong interest to develop the Filipino market.

Following a two-year assessment, Pitel said his office has decided to “stay” and further increase its network of tourism contacts in the country.

“The antenna status is a two-year status and after that we decide, do we stay or do we try another potential market. We are staying,” said Pitel.

Growing cooperation

On top of tourism, Switzerland conveyed its interest to sustaining growing interaction with Manila, especially on trade and investment as well as peace in Mindanao.

“The economic exchanges fostered by our free trade agreement but also the new Swiss Chamber of Commerce not only enhance development but also bring our nations closer together,” Swiss Ambassador to the Philippines Nicolas Brühl said in his speech.

“Switzerland’s contribution to the peace process in the Bangsamoro Autonomous Region in Mindanao demonstrates our commitment to fostering peace and stability,” he added.

In his message read by Foreign Affairs Assistant Secretary Celia Feria, Foreign Affairs Secretary Enrique Manalo said the country also looks to Switzerland as a “partner in fostering and upholding a rules-based international order”.

During a political consultation last year, both states have emphasized the need for dialogue among parties involved in the South China Sea row.

The Philippines and Switzerland are heavily engaged on trade and investment, the peace process in Mindanao, human rights, and consular affairs, among others. (Philippine News Agency)