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Switzerland Tourism to celebrate 2013 as the year of ‘Living Traditions’

Will focus on promoting its rich heritage of culture and traditions

 Jan 08, 2013, Mumbai:

Switzerland is a country much more than dramatic landscapes, quaint country settings, chocolates, cheese and watches. It’s central location in the heart of Europe straddling the French, German-Austrian, and Italian borders, wonderfully combines the traditional and cultural influences of its neighbours, truly making it one-of-its-kind in the European continent. The land is rich with different customs and traditions cherished by local life in Switzerland – today as much as in former times. Celebrating this heritage, Switzerland Tourism has dedicated year 2013 to the ‘Living Traditions’.


The diverse linguistic, culinary, architectural and musical traditions shape the Swiss culture in different parts of the country. The authenticity and living traditions of the Swiss still can be experienced today in all regions of the country and vary from region to region. Swiss traditions are alive – the people are proud of their heritage.


Mr Stephan Heuberger, Director, Switzerland Tourism India, said, “India is a key market for us. Both countries take pride of their rich heritage of culture and traditions. People here believe and follow their traditions. ‘Living Traditions’ is an endeavour to showcase our customs and way of life that reflects the true Switzerland. We are sure that Indian visitors will find it enthralling whilst they are experiencing our traditions and customs in our nature.”


As a part of the theme, Switzerland Tourism has introduced almost 100 activities to provide visitors an experience of the Swiss traditions. Witness how alpine cheese is made at the Chalet Lioson d’Enbas or have a go at playing an alphorn in Nendaz or be it admiring the beautifully adorned cows in Charmey, visitors will be able to experience some of the oldest Swiss traditions.


Ms Ritu Sharma, Deputy Director, Switzerland Tourism India, speaking about the travel partners, said, “We value the cooperation of the travel trade and will continue to work closely with them to promote the various offerings that we have to propose to the Indian outbound. India market has shown a positive growth even in 2012, which is commendable.”


Switzerland Tourism will also focus on MICE (Meetings, incentives, conferences, and exhibitions) majorly this year. Switzerland is becoming more and more popular with small groups of 100-200 people as well as for large movements. Large corporates now prefer Switzerland for conferences and meetings given the ideal location of the country. MICE groups have grown by more than 22% in the year 2013 as compared with the previous year.


Switzerland Tourism will undertake varied marketing activities for 2013 ranging from consumer reach out programmes, advertising campaigns including TVCs on leading channels and print ads to training programs for travel agents. It will also launch an official Facebook page with an Indian feed followed by other social media like Twitter and Pinterest for better interaction with audience.

About Switzerland Tourism


Switzerland Tourism (ST) is a federal public corporation. Its mission, as decreed by a Federal Resolution of 16 December 1994, is to promote Switzerland as a holiday, travel and conference destination both at home and abroad. The Board comprises 13 representatives from the tourism sector, and from business and political circles. Around 220 employees work in Switzerlandand in 28  countries.


Switzerland Tourism opened its first office in India in 1997 in Mumbai, followed by an office in Delhi in 2000.


Switzerland Tourism works with many organizations and companies, for example, Swiss International Airlines, Swiss Embassies and Consulates and Business Councils. It also invites the representatives and agents of travel and tourism agencies every year to visit Switzerland in different times and seasons; it also invites a group of the representatives of the leading media to see the most famous Swiss tourist landmarks.


Tourism in Switzerland occupies rank no. 4 in terms of export revenues following the chemical and metal industries and luxury watch-making industry.


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