Filipino Tourists in Switzerland Are Boosting Off-Season Travel

Switzerland is stepping up its efforts to attract more Filipino tourists, aiming to increase visitor numbers during the country’s less busy periods, particularly in the spring and autumn seasons. This initiative is part of a broader strategy by the Swiss government to diversify its tourism market and ensure a steady flow of visitors year-round.

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_{Attracting more Filipino tourists to Switzerland}

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Batiste Pilet, the director of Switzerland Tourism, highlighted the importance of targeting emerging markets like the Philippines, which has shown impressive growth in recent years. Although the Philippines is a relatively small market compared to other Southeast Asian nations, its growth rate is the highest among Switzerland’s international markets. In 2023, over 80,000 Filipino tourists visited Switzerland, marking a significant increase from the pre-pandemic figure of 46,000 overnight stays.

Pilet noted that more than 60% of Filipino visitors tend to stay overnight during Switzerland's off-peak seasons, making them a key target for boosting tourism during these quieter periods. This trend aligns with Switzerland's broader strategy to attract tourists who can help fill hotel rooms when the country’s traditional tourist numbers dip.

Despite the Philippines contributing fewer tourists compared to its Southeast Asian neighbours, such as Indonesia, Malaysia, and Thailand, which brought in between 125,000 to 234,000 visitors in 2023, the rapid growth from the Philippines is noteworthy. From 2019 to 2023, the Philippines experienced a 74% increase in overnight stays, making it Switzerland's fastest-growing market worldwide.

In addition to tourism, Switzerland is also focusing on strengthening its economic and diplomatic ties with the Philippines. Swiss Ambassador to the Philippines, Nicolas Brühl, emphasised the importance of economic exchanges, particularly through their free trade agreement and the newly established Swiss Chamber of Commerce in Manila. These initiatives are expected to enhance development and bring the two nations closer together.

Moreover, Switzerland has shown a strong commitment to supporting peace and stability in the Bangsamoro Autonomous Region in Mindanao, further deepening its relationship with the Philippines. Ambassador Brühl highlighted Switzerland’s role in contributing to the peace process in Mindanao, demonstrating the country’s dedication to fostering stability in the region.

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Switzerland’s focus on the Philippines is a strategic move to tap into a market that is not only growing rapidly but also aligns with the country's goal of promoting year-round tourism. As Switzerland continues to build its relationship with the Philippines, both in tourism and beyond, the future looks promising for increased cooperation and mutual benefit.

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