Switzerland and Monaco Set Sights on Filipino Travellers with New Initiatives

As international travel rebounds, European destinations are seeing a notable rise in Filipino tourists, particularly in Switzerland, which has recorded an impressive 600% growth in Filipino visitors in 2023 compared to pre-pandemic levels in 2019. Monaco, meanwhile, is laying the groundwork to attract more Filipino travellers, especially as new flight routes could simplify travel from Manila to Europe.

Switzerland and Monaco eyes Filipino travellers

During the TravMedia International Media Marketplace Asia 2024 event in Singapore, Switzerland Tourism’s Marketing & Communication Manager for Southeast Asia, Nazrul Jumahat, shared insights with Philstar.com. Jumahat attributed the massive rise in Filipino travellers to Switzerland's decision to open a satellite office in the Philippines, which has successfully promoted the country’s unique experiences to potential Filipino tourists.

Beyond its renowned chocolates and cheeses, Switzerland offers scenic mountain hikes, iconic train journeys, and other cultural experiences, drawing in Filipino travellers seeking nature and unique activities.

“The awareness of Switzerland as a destination has grown significantly since we opened our office in the Philippines,” Jumahat said, highlighting that 2023’s figures already show further double-digit growth in Filipino arrivals. Jumahat expressed confidence that Filipino interest in Switzerland will continue to grow, especially as more Filipino travellers explore European destinations.

Meanwhile, the Principality of Monaco is also exploring new ways to increase its appeal among Filipino tourists. Benoit Badufle from the Promotion Bureau of the Principality of Monaco revealed that while Monaco already sees Filipino maritime workers during the summer season, there is potential to draw in more Filipino leisure travellers from Southeast Asia.

However, unlike Switzerland, Monaco has fewer direct promotional incentives for Filipino tourists, which Badufle says could change with improved accessibility. The return of Air France’s direct flights between Manila and Paris is expected to be a game-changer, making travel from the Philippines to Monaco much easier.

Philippine Airlines is also considering launching a Manila-Paris route, which would further boost travel potential for Filipinos interested in exploring Europe, including Monaco.

To increase Filipino interest, Monaco is working on awareness campaigns that would include hosting Filipino influencers like Tim Yap and Raymond Gutierrez to showcase the principality’s unique attractions, from luxury shopping and culinary experiences to historical landmarks.

Also read: Filipino Tourists in Switzerland Are Boosting Off-Season Travel

With these initiatives, both Switzerland and Monaco are betting on continued growth from the Filipino travel market, hoping to entice even more Filipino travellers seeking memorable European experiences.

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