Switzerland targets high-value travellers with new luxury tourism strategy
The Swiss national tourism board aims to attract longer-staying, higher-spending visitors as premium travel trends continue to expand globally
Switzerland Tourism has unveiled a new strategy to attract high-value international travellers, reflecting a broader shift in global tourism towards premium experiences that could reshape demand for travel insurance and assistance services.
The national tourism board said its ‘Swiss Silent Luxury’ strategy focuses on attracting affluent visitors seeking privacy, personalised service, and nature-based experiences rather than traditional displays of luxury.
The initiative forms part of a wider effort to encourage longer stays, increase visitor spending, and promote travel throughout the year.
The move comes as the global luxury travel market continues to grow, with Switzerland Tourism citing forecasts that the sector could almost double in value by 2032.
Although five-star hotels account for around 8% of overnight stays in Switzerland, they generate between 25% and 30% of total hotel revenue. According to the tourism board, visitors in this segment spend an average of Fr630 (approx. US$780) per person per day.
Rather than focusing solely on luxury accommodation, the strategy highlights experiences such as Alpine wellness retreats, private rail journeys, fine dining, heritage properties, and personalised hospitality, alongside Switzerland’s established reputation for discretion and high-quality service.
The strategy reflects the growing importance of high-value travellers within the wider travel economy. Premium leisure travellers often purchase more comprehensive insurance products and may expect enhanced medical assistance, concierge services, and faster claims resolution, particularly when travelling internationally.
The emphasis on attracting visitors outside peak travel periods may also help spread tourism demand more evenly across the year, potentially reducing seasonal pressures on transport, accommodation, and healthcare infrastructure while supporting a more stable operating environment for insurers and assistance providers.
The continued growth of the luxury travel market presents opportunities to develop products tailored to travellers with more complex itineraries and higher expectations for personalised support, particularly as demand for seamless medical, security, and concierge services alongside traditional travel insurance grows.
The strategy echoes broader shifts in global luxury travel demand, including the growing preference for personalised, experience-led travel highlighted in recent research on the Asia-Pacific market