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Switzerland Attracts Tourists from the Middle East

The Swiss region of Graubunden, is aiming to attract record numbers of GCC visitors this summer, with a focus on the great outdoors, health and wellness for the whole family. Graubunden’s summer campaign highlights a range of summer breaks targeting GCC travellers wanting to enjoy a more relaxed and healthier, family orientated vacation. Visitors will be able to experience outstanding natural beauty, thermal spas and outdoor pursuits, in a mild climate, offering a welcome break from the intense summer heat in many parts of the GCC region. 

In addition, there is a wide range of hotels and serviced apartments, Michelin starred restaurants and immersive cultural experiences, making it the perfect destination for GCC families this summer.

“After the restrictions brought on by the pandemic, visitors from the GCC are returning in large numbers once again and we are anticipating a significant increase in demand this summer,” said Head of Business Development at Visit Graubunden, Tamara Loeffel. 

“Graubunden is famed for some of the very best health and wellbeing experiences anywhere in the world and what’s more, Graubunden is also very familiar with Arabic culture – many of its 170 restaurants offer halal menu options and most hotels also have Arabic speaking staff,” added Loeffel. 

The largest source markets from the GCC, are the UAE and Saudi Arabia, each accounting for a 35% share, Kuwait and Qatar contribute approximately 12% each, with visitors from Bahrain and Oman, making up the remaining 6%. 

According to the latest figures released by Switzerland Tourism, UAE residents staying overnight in Switzerland have already surpassed pre-pandemic levels. Comparing figures between July to December 2021 with the same period in 2019, the number of bed-nights recorded, increased 20.8% from 188,384 to 227,482. 

The number of UAE arrivals also grew from 75,084 to 85,632, during the same period, 2019 versus 2021. Moreover, a recent survey conducted by YouGov, highlighted Switzerland as the top ranked overseas destination for UAE residents. 

“In the years prior to the pandemic, GCC tourists were typically responsible for approximately one million overnight stays per annum in Switzerland, with daily expenditure of around US$ 466 each per day. According to Statista a German company specialising in market and consumer data, the GCC accounted for 9% of all arrivals in 2021. 

Furthermore, the Swiss federal government has announced that visitors from the GCC are no longer required to provide an entry form, vaccine certificate, or negative PCR test. Social restrictions have also been eased in Switzerland, masks and COVID certificates are not needed when entering hotels, restaurants or shops.

“This summer in particular, the fresh air, outstanding natural beauty, mild climate and healthy outdoor activities such as hiking, cycling, and sailing make Graubunden, an ideal location for families wanting to get away from it all,” said Loeffel.

Making up 17.2 % of Switzerland’s total land area, Graubunden is the largest and the most sparsely populated region, with only just over 200,000 inhabitants – Switzerland has a population of 8.6 million. 

The Graubunden region is world-renowned for its natural spas, spectacular landscape, bright green valleys, snow-capped peaks and crystal-clear Alpine lakes. Train rides through the mountains in the Rhine gorge, are considered amongst the most spectacular train journeys in the world. It is even possible to visit four different countries in one day – Switzerland, Liechtenstein, Austria and Italy. 

Quite apart from the glamourous resorts such as St. Moritz and Davos, there are many other destinations worth exploring such as Vals, home to thermal baths that are built from 300-million-year-old stone and the countryside around Flims and Laax which is famous for its crystal-clear lakes. And for children who love stories, the small town of Maienfeld is where the classic children’s novel Heidi was set. 

“There are many options for GCC residents when travelling to Switzerland. Swiss airlines flies to seven destinations in the GCC including Dubai, Riyadh, Muscat, Bahrain and Kuwait. In addition, Emirates, Qatar Airways and Etihad fly up to 38 times per week to Zurich and Milan and there are excellent transport links via road or rail from Geneva and Munich as well,” said Loeffel. 

About Graubunden

Graubunden is a canton in eastern Switzerland and best known for its dramatic Alpine scenery and winter sports. St. Moritz, an upscale resort town and Winter Olympics host in 1928 and 1948, offers ski runs, an outdoor ice rink and ski jumping. Davos, home to the annual World Economic Forum, is also popular for skiing and hiking. The Engadin Valley has traditional whitewashed houses decorated with sgraffito plasterwork.

Visiting Graubunden

Train rides through Alpine mountains in the Rhine gorge, are hailed as among the most spectacular train journeys in the world. In addition, there’s exquisite Michelin star gastronomy, luxury hotels, shopping and it is also possible to visit four different countries in one day – Switzerland, Liechtenstein, Austria, or Italy. 

Graubunden is also home to Switzerland’s longest toboggan run, which is over three kilometres long. The village resort of Vals, is home to thermal baths that are built from 300-million-year-old stone, the countryside around Flims and Laax is famous for its crystal-clear lakes and the small town of Maienfeld is where the classic children’s novel Heidi was set. 

Pictorial Journey Through Graubunden

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Home » News » Switzerland Tourism announces Livio Goetz in new role for GCC market

Switzerland Tourism announces Livio Goetz in new role for GCC market

Switzerland Tourism (ST) has announced Livio Goetz to head up the GCC market, taking over from Matthias Albrecht who is the new director for the Nordic countries.

After four years in Sydney, Goetz will relocate to Dubai where his office also oversees Bahrain, Qatar, Kuwait, Oman, Saudi Arabia and the United Arab Emirates.

Goetz will begin the new role 1 July 2023, leading five staff.

“With his broad and long-standing international experience, Livio Goetz is the right person for this priority market,” head of markets east, Switzerland Tourism, Simon Bosshart, said.

“I am delighted to hand over our office in Dubai to the capable hands of this tourism expert and marketing specialist.”

Goetz’s current tenure in the Australian and New Zealand office has been successful, recently reporting figures up to 7.8 per cent higher than the record year 2019 in January.

“Navigating ST through a global pandemic has been challenging, but the team managed to maintain its relationships with the AU/NZ travel industry and the numbers show that recovery is well under way,” Goetz, said.

His predecessor is yet to be announced.

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FACT Awards 2024

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Switzerland will welcome GCC travellers this summer

As of 26 June 2021, Switzerland has opened its doors for all vaccinated GCC guests. Travellers can now experience the best of the Canton of Vaud, where the splendour and pleasant climate have given the region of Montreux-Vevey the title of the Swiss Riviera.

From walking holidays to exploring the region’s history and culture, there is a wealth of things to do, with the backdrop of some of the Alps’ most dramatic peaks.

Travellers can climb aboard a Belle Epoque boat for a gourmet cruise, enjoy the freshness of Lake Geneva during a swim or enjoy a gastronomic meal on a terrace at sunset.

Fine dining has always been a forte of this rich culinary region, with an abundance of Michelin-starred restaurants in the locale. Two-star Le Pont de Brent and the one-star Restaurant Denis Martin, Les Saisons and Les Atelier are among the names for which the region has become renowned.

Montreux Riviera offers some of the world’s most luxurious hotels with historical icons such as Le Grand Hotel Du Lac and the Fairmont Le Montreux Palace, offering majestic escapes in the heart of this glorious region.  

The region is rich with wellness and a spa haven for recreational wellbeing. Visitors can enjoy the natural sanctuary of the Lavey-les-Bains thermal spa or relax at the Spa Givenchy, where views of the spectacular surroundings make for a heavenly escape. 

Culture abounds for art, history and music lovers. From walking in the footsteps of some of the region’s former celebrity residents, including Freddie Mercury and Charlie Chaplin, to witnessing the talents of local and international street artists or stepping back through time at the Chillon Castle that has stood proudly on its rocky island for nearly a thousand years, there is so much to excite the senses. 

Opening the season this year is the Montreux Jazz Festival from 2 to 17 July with artists on the bill, including international stars such as Woodkid, Arlo Parks and Dotan.

The exciting festival will be followed by the launch of Dolce Riviera, a concept initiated in 2020 that will offer numerous terraces, extended bathing areas in Montreux and animations for the entire family to enjoy until the end of the summer.

Whatever visitors desires or inspirations are, they will find here a multitude of ideas to have an unforgettable stay in Montreux Riviera.

GO: Visit  www.bag.admin.ch  for more information.

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Saudi arabia & switzerland sign tourism cooperation agreement.

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The Saudi Tourism Authority (STA) has signed an MoU with Switzerland Tourism to bolster collaboration in the tourism sector.

The agreement was signed by Fahd Hamidaddin, CEO and Board Member of the STA, and Livio Gotz, Director GCC at Switzerland Tourism, at the STA headquarters. Swiss Federal Councillor and Head of Economic Affairs, Education, and Research, Guy Parmelin and Swiss Ambassador to Saudi Arabia, Yasmine Chatila Zwahlen attended the ceremony.

This MoU, a first-of-its-kind between the two tourism entities, aims to foster the development of the tourism industry, mutual promotion, and enable collaborative tourism projects between Saudi Arabia and Switzerland, setting a new precedent for international tourism cooperation.

A key aspect of this partnership is identifying joint marketing initiatives that highlight the unique attractions of each country. Special attention will be given to specific tourism sectors such as marine activities, culture and heritage, and rural tourism, through combined marketing efforts to attract travellers seeking unique experiences. This strategic promotion aims to highlight both Saudi Arabia and Switzerland as leading destinations for tourism that gratify every tourist.

Additionally, STA and Switzerland Tourism will work together to utilize the latest technology in the industry to promote a more seamless travel journey for visitors. This will be achieved through amplified cooperation between local tourism agencies and operators, providing opportunities for further partnerships and value between Saudi Arabia and Switzerland.

Fahd Hamidaddin CEO – STA “We are thrilled to embark on this historic collaborative journey with Switzerland Tourism, which is the first of its kind between Saudi Arabia and any tourism board. Last year, the number of visits from Switzerland to Saudi Arabia increased by 84 percent. This new agreement will build on that progress with increased collaboration that unlocks valuable growth opportunities for both countries. This partnership not only signifies the convergence of two rich and diverse tourism landscapes but also emphasizes the importance of global cooperation in fostering enriching travel experiences.”

Livio Goetz commented that, “Saudi Arabia holds great importance as a key market for ST, being the largest market within the GCC. Notably, 40 percent of all overnight stays in the GCC are generated from Saudi Arabia. To bolster its presence and appeal to Saudi guests, ST has a new dedicated representative based in Riyadh. This strategic initiative aims to enhance the manifestation of Switzerland as a leading holiday destination. Saudi travelers, contributing 300,000 hotel nights annually (2022) exhibit a record average daily spending of CHF420.”

The Saudi Tourism Authority and Switzerland Tourism will further collaboratively organize events, exhibitions, and conferences in both nations to enhance tourism development, adhering to key goals under Saudi Arabia’s Vision 2030, and promoting a shared vision for the future of tourism.

Aiming to attract 150 million visitors by 2030, Saudi Arabia is one of the fastest-growing destinations in the world and is transforming to build the world’s most dynamic year-round tourism destination.

Saudi Arabia is increasing its connectivity to the world through a $100 billion Saudi Aviation Strategy and is currently connected to over 128 destinations, including Switzerland. Current operations include three weekly flights from Geneva to Riyadh, with a capacity of 330 seats, and four weekly flights from Geneva to Jeddah with 564 seats. Zurich has connectivity to Riyadh with three weekly flights with over 300 seats.

Switzerland is integrated into Saudi’s e-Visa program, which also accommodates Schengen, US, and UK visa holders, facilitating increased and seamless access to Saudi Arabia. This move simplifies travelling considerably, making visiting Saudi Arabia easier than ever before. The strategic alliance between the two countries signifies a critical advancement in Saudi Arabia’s tourism sector and lays the groundwork for future collaborations with Switzerland, a key European market.

Related | Saudi Tourism unveils latest ‘Saudi, Welcome To Arabia’ campaign

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• Oeschinensee – gondola rail One of the most attractive and imposing mountain lakes, namely Oeschinensee, is reached by gondola rail from Kandersteg. Learn more
• Kandersteg Kandersteg is located at 1,200 meters in the Bernese Oberland and offers a fantastic view of the Blümlisalp Massif. Learn more
• Rivers and lakes Discover the most beautiful lakes, rivers, streams, waterfalls and gorges in our country. Learn more
• Chäserrugg – and the Churfirsten From Chäserrugg, the mightiest of the seven peaks of the Churfirsten mountain range, you can enjoy unsurpassed views into six countries.
• Wildhaus Nestled between the mighty Säntis massif and the seven Churfirsten peaks, the resorts of Alt St. Johann, Unterwasser and Wildhaus are among the highest-lying municipalities in Toggenburg. Learn more
• Ruinaulta - Switzerland's Grand Canyon 10,000 years ago, 10 billion cubic metres of rock thundered into the valley. Learn more
• On a raft through the Swiss Grand Canyon The Rhine gorge is among Switzerland’s most beautiful locations for rafting. Learn more
• Brissago The lowest and oldest part of the village is clustered around the beautiful Renaissance church of St. Peter and Paul, surrounded by centuries-old cypresses. Learn more
• Brissago - Ronco - Ascona Strong fragrance of mimosas, well-tended Palm Gardens and simply unsurpassable views of the deep-blue Lago (Lake) Maggiore.
• Around the Churfirsten This moderately challenging loop takes you to the Wildhaus ski resort along a minor, little-known road and skirts magnificent Lake Walen. Learn more
• Donkey trekking The first item on this special walk is “donkey knowledge” before everybody prepares their “own” donkey. Learn more
• La Gruyère The Gruyère region, with its rolling green landscape and the peaks of the Fribourg Pre-Alps, is home to the world-famous Gruyère cheese. Learn more
• HR Giger Museum As tourists savor a fondue outside on the square, the surreal works of H.R. Giger come alive inside the Château St. Germain castle. Learn more
• Fribourg Region The Pays de Fribourg is somewhat a world turned upside down: cold, limestone summits are found in the south and mild, even Mediterranean-like lakesides in the north. Learn more
• Viamala Gorge The Viamala is full of history and stories. 2000 years ago, the Romans passed through the gorge. Learn more
• Canyoning in the Viamala Gorge The tour is led by experienced guides who assist the visitors with this nature adventure.
• CabriO Stanserhorn Enjoying the wind in one’s face and the perfect view. Learn more
• Mountain railways The journey to the top is an attraction in itself, be it onboard a cogwheel train, a cable car or the world’s steepest funicular. Learn more
• Hiking and Äscher cliff restaurant Nowhere else in Switzerland is the change from the hilly landscape of Central Switzerland to the craggy alpine scenery so abrupt or impressive as in the Alpstein area. Learn more
• Ebenalp and Wildkirchli Already Neanderthal men were here where today a cableway sweeps visitors up. Learn more
• Montreux Riviera The town of Montreux nestles in a sheltered Lake Geneva bay, surrounded by vineyards and against the breathtaking backdrop of snow-covered Alps. Learn more
• Bern Cathedral The Bern Münster Cathedral of St. Vincent is the most impressive late-Gothic building in the city. Learn more
• City breaks City breaks are a brief escape from everyday life – and our Swiss Boutique Towns are perfect for the occasion. Learn more
• Bern Not many cities have managed to retain their historic features quite as successfully as Bern, the capital of Switzerland. Learn more
• Dream route Airolo - Gletsch From Airolo, the historic pass road snakes around hairpin bends up to the Gotthard. Learn more
• Swiss Alps Jungfrau-Aletsch The Jungfrau-Aletsch Region was chosen as the first Alpine UNESCO World Natural Heritage Site in 2001. Learn more
• Glaciers Venture out onto eternal ice and explore our country’s many glaciers. Learn more
• Oberhofen Castle - Living Museum and Park The castle, which dates back to the early 13th century, houses a living museum. Learn more
• Lake Thun Lake Thun is especially popular amongst sailors and windsurfers who appreciate the prevailing light breeze. Learn more
• Swimming in the Rhine through the historic old town Thousands of people cool off by leaping into the refreshing water during the warmer months of the year. Learn more
• Basel Home to 40 museums, the city of culture for connoisseurs has the highest concentration of museums in the country. Learn more
• Nationalpark Bike-Marathon In four one-day stages you experience the unique countryside on the National Park bike marathon route. Learn more
• Swiss parcs The Swiss parks are not just great spots for rest and relaxation, but also play a key role in the preservation of natural habitats. Learn more
• Geneva With its humanitarian tradition and cosmopolitan flair, the European seat of the UNO and headquarters of the Red Cross is known as the «capital of peace». Learn more
• Jet d'Eau In Geneva harbour, known as “La Rade”, this water jet up to 140 metres high is a real eye-catcher. Learn more
• Appenzell The village of Appenzell and the Canton of Appenzell Innerrhoden are situated in a singularly beautiful landscape of rolling hills. Learn more
• Appenzeller® Cheese The country’s spiciest cheese has been made by hand in the same way for more than 700 years. Learn more
• Alpine Panorama Route The Alpine Panorama Route crosses the northern Alpine foreland with its many passes and gorges, tradition-rich culture, settlements and mountain farms. Learn more
• Hallwilersee Like the Baldeggersee lake a little further south, Lake Hallwil is located in the Seetal, a north-south valley that leads from the Lucerne hinterland to Lenzburg. Learn more
• Monte Generoso At the southern end of Lake Lugano is the 1,701 metre high Monte Generoso. Learn more
• Via Albula/Bernina Through moorland and Alpine pastures to the Berninapass. One highlight follows another. Learn more
• Autumn The forests reveal a wonderful palette of colours, leaves crunch underfoot and you can already imagine the wonderful seasonal dishes that await. Learn more
• Lavaux, Vineyard Terraces The natural, cultural and culinary highlights of this area are definitely well worth a visit. Learn more
• Jura Crest Trail The undisputed highlight of this tour across an extensive grazing area is Mont Tendre, the highest point in the Swiss Jura. Learn more
• Zug Zyt Tower, which offers a magnificent view of the Old Town, the Zug Mountain and Lake Zug, is the city's landmark. Learn more
• Zug Castle Museum With its many nooks and crannies, Zug Castle has been home to the museum of cultural history for the city and the Canton of Zug since 1983. Learn more
• Creux du Van – Natural Spectacle Impressive 160 meter high vertical rock faces surround a four kilometer long and over one kilometer wide valley basin. Learn more
• Val de Travers The Val de Tavers is characterised by the watch industry and extends from Lake Neuenburg across the Jura all the way to the French border. Learn more
• LAC Arte e Cultura The building by Ticino architect Ivano Gianola offers visitors art across 2500 square metres Learn more
• Lugano With Mediterranean flair, Lugano offers all the advantages of a world-class city, combined with the cachet of a small town. Learn more
• Art & culture Switzerland is brimming with cultural surprises. Learn more
• Fribourg / Freiburg Over 200 unique Gothic facades from the 15th century impart incomparable medieval charm to the Old Town. Learn more
• Cathedral of St. Nicholas Climb the 368 steps and you will be rewarded with an unforgettable view of the town of Fribourg. Learn more
• Val Calnègia It can only be reached on foot, but the reward in the form of a submerged creek, unusual buildings and spectacular scenery is well worth the effort. Learn more
• Rochers-de-Naye: mountain with a view No two worlds could contrast more than those at the beginning and the end of the thrilling train ride from lively, sophisticated Montreux to the austere summit of Rochers-de-Naye.
• Schwarzsee The vacation region around the Black Lake and in the Eastern Freiburg Pre-Alps (Voralpen) is well-known for its authenticity and its wild, romantic natural landscape. Learn more
• Zurich The cosmopolitan city by the water combines creative urban life with nature in all its glory. Learn more
• Zürich West In the last 10 years the industrial wasteland to the west of Zurich has grown into a new bright lights district. Learn more
• Patinoire du Flon Lausanne The ice rink in Flon is a great place for outdoor ice skating. Learn more
• Europe’s highest suspension bridge The suspension bridge stretches spectacularly from one rock face to the other. Learn more
• Hikes to suspension bridges Thrills over the abyss Learn more
• Freestyle Academy In Europe’s first Freestyle Indoor Base, jumps and tricks can now be practiced all year. Learn more
• rockresort From bed to board. Learn more
• Panorama view Sweeping views extend from part of Lake Lucerne as far as the Black Forest. Learn more
• Gstaad Gstaad attracts a charming mix of visitors. Learn more
• Gstaad Saanenland ... ... a highlight on the Grand Tour of Switzerland. Learn more
• Snow and piste report Daily updated information on 250 winter sports stations. Learn more
• Matterhorn – Symbol for Switzerland The Matterhorn and Switzerland are inseparably linked to each other. Learn more
• Zermatt The vacation destination is a car-free zone and has preserved its original character. Learn more
• Bernina Express Fresh mountain air and stunning views from the Albula and Bernina rail lines. Learn more
• Train, Bus, Boat – Grand Train Tour The way of travelling that is as exciting as it is relaxing. Learn more
• St. Gallen The compact metropolis of eastern Switzerland between Lake Constance and Appenzellerland with a charming, traffic-free old town. Learn more
• St. Gallen Abbey District In St. Gallen you'll find history at every turn. Learn more
• Saas-Fee 13 four thousand meter peaks surround the glacier village, which is located at an altitude of 1800 meters above sea level. Learn more
• Jungfraujoch On the Top of Europe: A visit to the Jungfraujoch puts a jewel in the crown of any visit to Switzerland. Learn more
• Crans-Montana Sun-drenched plateau high above the Rhone Valley. Learn more
• Albert Heim Hut The views of the Galenstock and the crystalline rock-climbing routes are stunning.
• Rigi Kaltbad Swiss Quality Hotel Enjoy the hospitality in an inspiring alpine setting. Learn more
• Highland hike from Rigi-Kaltbad to Urmiberg The highland tour from Kaltbad via the Scheidegg to Urmiberg can only be described as absolute top!
• Lucerne Gateway to central Switzerland. Learn more
• Switzerland’s cities ... ... want to seduce you into discovering something new or experiencing something old in a new way. Learn more
• Chapel Bridge and Water Tower At the outflow of the river Reuss, a historic needle dam, built in 1860, regulates the water level of the lake. Learn more
• Giessbach Falls The Giessbach brook tumbles in 14 stages, over a length of 500 meters and out of the high valleys of the Faulhorn area down to Lake Brienz. Learn more
• Waterfalls You can feel the sheer force of the water as it thunders down into the depths. Learn more
• Swiss Historic Hotels Unique accommodation options from an unpretentious historic guesthouse to the luxurious grand hotel. Learn more
• Emmentaler AOP The king of Swiss cheese. Learn more
• Scenic nature Thanks to its unique geographical location at the heart of Europe, Switzerland is endowed with an extraordinary variety of scenic countryside. Learn more
• Rhine falls circular route The Rhine Falls are the centrepiece of this circular hike. Learn more
• The Rhine Falls By ship one can reach castles, the Rhine Falls Basin and even the mighty rock in the midst of the waterfall. Learn more

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• Unterwasser
• Brissago Island
• Gruyère Pays-d'Enhaut Regional Nature Park
• Wasserauen Ebenalp
• Aletsch Arena
• Monte Generoso and Valle di Muggio
• Albulatal / Bergün
• Lavaux, Vineyard Terraces
• Jura & Three-Lakes
• Fribourg / Freiburg
• Stoos – Fronalpstock

Jungfraujoch

• Crans-Montana
• Neuhausen am Rheinfall
• Kandersteg Kandersteg
• Unterwasser Unterwasser
• Flims Flims
• Brissago Island Brissago Island
• Wildhaus Wildhaus
• Gruyère Pays-d'Enhaut Regional Nature Park Gruyère Pays-d'Enhaut Regional Nature Park
• Viamala Viamala
• Stans Stans
• Wasserauen Ebenalp Wasserauen Ebenalp
• Montreux Montreux
• Airolo Airolo
• Aletsch Arena Aletsch Arena
• Basel Basel
• Zernez Zernez
• Geneva Geneva
• Appenzell Appenzell
• Seengen Seengen
• Monte Generoso and Valle di Muggio Monte Generoso and Valle di Muggio
• Albulatal / Bergün Albulatal / Bergün
• Lavaux, Vineyard Terraces Lavaux, Vineyard Terraces
• Jura & Three-Lakes Jura & Three-Lakes
• Noiraigue Noiraigue
• Lugano Lugano
• Fribourg / Freiburg Fribourg / Freiburg
• S. Carlo S. Carlo
• Veytaux Veytaux
• Schwarzsee Schwarzsee
• Zurich Zurich
• Lausanne Lausanne
• Engelberg Engelberg
• Stoos – Fronalpstock Stoos – Fronalpstock
• Gstaad Gstaad
• Zermatt Zermatt
• Engadin Engadin
• St. Gallen St. Gallen
• Saas-Fee Saas-Fee
• Jungfraujoch Jungfraujoch
• Crans-Montana Crans-Montana
• Andermatt Andermatt
• Lucerne Lucerne
• Brienz Brienz
• Emmental Emmental
• Neuhausen am Rheinfall Neuhausen am Rheinfall
• May Kandersteg
• May Unterwasser
• May Brissago Island
• Jun Wildhaus
• Jun Gruyère Pays-d'Enhaut Regional Nature Park
• Jun Viamala
• Jul Wasserauen Ebenalp
• Jul Montreux
• Aug Aletsch Arena
• Sep Appenzell
• Sep Seengen
• Sep Monte Generoso and Valle di Muggio
• Oct Albulatal / Bergün
• Oct Lavaux, Vineyard Terraces
• Oct Jura & Three-Lakes
• Nov Noiraigue
• Nov Fribourg / Freiburg
• Nov S. Carlo
• Dec Veytaux
• Dec Schwarzsee
• Dec Lausanne
• Jan Engelberg
• Jan Stoos – Fronalpstock
• Feb Zermatt
• Feb Engadin
• Feb St. Gallen
• Feb Saas-Fee
• Mar Jungfraujoch
• Mar Crans-Montana
• Mar Andermatt
• Apr Lucerne
• Apr Emmental
• Apr Neuhausen am Rheinfall

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Something happens in a video. A bird's eye view of the beauty of Switzerland.

• Schloss Hallwyl

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The Matterhorn and Switzerland are inseparably linked to each other. The pyramid shaped colossus of a mountain, which is very difficult to climb, is said to be the most-photographed mountain in the world. The Klein-Matterhorn ("Little Matterhorn"), which can be reached via a funicular, lies adjacent to the Matterhorn.

The Rhine Falls

To stand high above Europe's largest waterfall, feeling the roar and vibration of the water over one's entire body - this can be experienced at the Rhine Falls near Schaffhausen. By ship one can reach castles, the Rhine Falls Basin and even the mighty rock in the midst of the waterfall.

On the Top of Europe: A visit to the Jungfraujoch puts a jewel in the crown of any visit to Switzerland.

Château de Chillon

Chillon Castle is located on a rock on the banks of Lake Geneva. The water castle is the most visited historic building in Switzerland. For nearly four centuries Chillon was the residence and profitable toll station of the Counts of Savoy.

Creux du Van

"Creux du Van", a natural rock arena of immense proportions, is located at the border of the cantons of Neuenburg and Vaud. Impressive 160 meter high vertical rock faces surround a four kilometer long and over one kilometer wide valley basin.

Aletsch - the Largest Alpine Glacier

Incredibly immense, incredibly beautiful: the Large Aletsch Glacier is the Alps' mightiest ice flow. And the most popular, for it is easily accessible and is ideally situated for extensive hikes, winter sports and special nature excursions.

Swiss Museum of Transportation

Switzerland’s most visited museum showcases the past, present and future of mobility with interactive and varied exhibits. In addition to the museum, unique attractions found nowhere else in Switzerland, such as the film theatre, planetarium, Swiss Chocolate Adventure and Media World, are just waiting to be discovered.

10,000 years ago, 100 billion cubic metres of rock thundered into the valley. Known as the Flims Rockslide, this event created the Ruinaulta, a canyon-like gorge in the Anterior Rhine Valley that can be reached on foot, over water, by train or by bike.

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Lucerne Hiking: Round tour Lake Lucerne

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Villars Palace, Villars-sur-Ollon Plan your next event in the Swiss Alps

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Château Salavaux, Salavaux Sleep & Dine - Salavaux

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Schwarzsee Alpine Panorama Trail Schwarzsee - Lake Geneva

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Expert tips, hikes: hiking & trekking.

Discover the most beautiful hikes now. Switzerland is all about active recovery in pristine nature.

Swiss mountain railways take visitors to magnificent views as well as delightful and relaxing stays.

Spring in the city

Goodbye to the long winter months – it’s time to welcome the spring. Now it’s time to recharge your batteries, catch the sun’s rays and enjoy the fresh air. Switzerland’s cities are also in full bloom, showcasing spring’s awakening.

City oases in bloom

It is not just nature that awakens in spring – Switzerland’s towns and cities also wake from their winter slumber. Parks and gardens transform the urban centres, invigorating them with life. Roses, tulips and daffodils make this time of year particularly stunning.

Wellness with a clear conscience

Sustainable wellness: As the days start getting shorter, the weather outside gets colder and snow starts to fall, many people are drawn to soothing wellness facilities. However, there is no denying that whirlpool baths, saunas and relaxation in quiet surroundings involve the consumption of a great deal of thermal energy. By taking many steps, both large and small, these Swiss flagship spas show just how important and effective commitment to green principles is for our environment.

Panorama trains delight with large windows, mountain and lake views and other scenic attractions.

• until 1 May Open Wine Cellar Day German-speaking Switzerland 27.04. - 01.05.2024
• From 2 May YOUNG STAGE - 15. Internationales Circus Festival Basel Basel, 02.05. - 06.05.2024
• From 3 May BEA 2024 Bern, 03.05. - 12.05.2024
• 3 May Swiss Alps Classics 2024 - Eldbjørg Hemsing, violin Andermatt, 03.05.2024
• From 4 May Bad RagARTz 2024 Bad Ragaz, 04.05. - 30.10.2024
• From 4 May Kambly Bretzeli Festival Trubschachen, 04.05. - 05.05.2024
• From 4 May Generali Genève Marathon Geneva, 04.05. - 05.05.2024
• 5 May Cheese festival in Gruyères Gruyères, 05.05.2024

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Special report: The power of the GCC as a source market for global tourism

The size and monetary value of the outbound GCC tourism market were never in question – but what are its challenges, opportunities and key growth drivers in the foreseeable future?

That the GCC market comprising Saudi Arabia, the UAE, Bahrain, Qatar, Kuwait and Oman, can prove to be an incredibly lucrative source market for global tourism is beyond doubt.

According to figures shared by the United Nations World Travel Organisation (UNWTO), international tourism expenditure from the GCC climbed from $40bn in 2010 to $60bn in 2017, with per capita expenditure of individuals from the GCC 6.5 times higher than other regions worldwide. Tourism boards across the world are only too aware of the fact.

“All over the world, [visitors from the GCC] are known as travellers with high solvency: their average spending on foreign trips is $1,700-$3,000,” says Anastasia Popova, head of International Division, Moscow City Tourism Committee.

While outbound tourism from the GCC means tens of billions spent in the destination countries, it also presents an opportunity for entities within the originating country. These could imply revenue streams for tour operators, airlines and travel insurance providers, among others, which stand to gain when the country’s residents book their foreign trip. According to data shared by Research and Markets, the Saudi revenue from its outbound travel and tourism market is projected to grow at a CAGR of 18.21 per cent from 2021-2028, reaching $27bn by 2028.

There are positive figures for almost all the other GCC markets. The UAE, which has the Arab world’s second-largest economy – and which has an approximately 90 per cent expat population – is expected to gather a revenue of $30.5bn by 2028 by way of outbound travel, Qatar will raise $13bn by then, and Kuwait will notch up $17bn in revenue from this avenue by 2028 (up from approximately $12bn in 2019.)

A pandemic-proof region  The pandemic has undoubtedly pushed global tourism off a cliff. The UNWTO said that in 2020 international arrivals plummeted by more than 70 per cent, to levels not seen in over three decades. It estimated that the decline resulted in a loss of about 1 billion arrivals and $1.1 trillion by way of international tourism receipts.

At the time, UNWTO projected a rebound in international tourism over the second half of 2021, though cautioned that a return to 2019 levels in terms of international arrivals could take between 2½-4 years. However, preliminary data released earlier this year by UNWTO showed that while there was a 4 per cent year-on-year increase in international tourists’ arrivals in 2021, overall, these figures were still 72 per cent below pre-pandemic levels of 2019, highlighting the need for a more sustained and uniform recovery.

There are tourism destinations that bucked the trend last year – especially when it comes to attracting visitors from the GCC. Switzerland is a prime example. According to figures shared by Switzerland Tourism as well as from the Swiss Department of Statistics, from July-November 2021, there was a 2,107 per cent growth in the number of arrivals from the UAE compared to the same period in 2020 – it isn’t unusual for tourism boards to report such large differences over 2020 when most of the world was under lockdown for several months and stringent travel restrictions remained in place.

However, Switzerland Tourism’s highlight is that the July-November 2021 arrivals of 201,670 people from the UAE was 19.5 per cent higher than the 168,701 individuals that travelled from the UAE over the same period in 2019 – which means that as far as visits from the UAE are concerned. Switzerland is beating its pre-pandemic figures. From the GCC alone, Swiss Tourism received 352,956 visitors, who in turn generated 15.7 million overnights in the Alpine country from July-November last year. Pre-pandemic figures shared by Switzerland suggested that Saudi and the UAE account for around 35 per cent of its arrivals from the GCC, while Kuwait and Qatar recorded 13 per cent, and Bahrain and Oman followed at between 2-3 per cent.

Another region that is bucking the trend is the UK.

“Flight bookings data from ForwardKeys has shown signs of recovery from the Middle East when it comes to arrivals into the UK in recent months. The most favourable week so far for the Middle East was in late November, when arrivals reached 78 per cent of pre-Covid levels, outperforming all other global regions,” says Jennifer Huntley, head of partnerships, APMEA region for VisitBritain.

“In our most recent year of full data, 2019, 1.2 million visitors came to the UK from the GCC, and those visitors spent GBP2.6bn during their stays. GCC visitors stayed on average 12 nights, and spent GBP2,151 per visit. On average, from 2017-2019, 45 per cent of visits from the GCC originated from the UAE, 19 per cent from Saudi Arabia, 16 per cent from Kuwait, 13 per cent from Qatar, 4 per cent from Oman, and 3 per cent from Bahrain,” explains Huntley.

Huntley’s assessment of the lion’s share of visits from the region coming from the UAE, is supported by data released by the World Travel & Tourism Council in 2019 which found that while Saudi Arabia was the leading international market for outbound departures from the UAE with a share of 30 per cent, it was followed next by the UK at 17 per cent. The collective tourism potential of the GCC is further underscored by other destinations including Moscow. “The growing interest in Moscow is confirmed by statistics such as in the first nine months of 2021, there were 107,000 visitors from the Middle East, including almost 19,000 visitors from the UAE, 9,840 visitors from Qatar, and 3,815 visitors from Saudi Arabia,” observes Moscow tourism committee’s Popova.

A burgeoning GCC source market is true for the Far East as well, is also reflected in statistics by the Japan National Tourism Organization (JNTO). “In 2019, Japan saw a record high number of visitors from the GCC countries with 28,222 visitors making the journey, a 28.4 per cent increase on the previous year and the figure doubling in the past five years,” says Tomoko Kikuchi, executive director of JNTO’s Dubai office. Apart from the often-visited European, Asian and American haunts for GCC travellers, there are new markets that are only just opening to them – namely Israel.

“Following the signing of the Abraham Accords in 2020, the Israeli Ministry of Tourism held the first virtual joint tourism forum of the Emirates and Israel in December 2020. One of the main purposes of the forum was to create connections between Israel and UAE’s tourism industries and to initiate collaboration between the two markets in the tourism field,” says Ksenia Kobiakov, director of New Markets Development Department, at the Israel Ministry of Tourism.

“The UAE is a brand-new market for our ministry, specifically for our New Markets Development Department. We see great potential in incoming tourism from that destination. Therefore, we have put in action – and are already actively implementing – a detailed plan to promote tourism from UAE and Bahrain,” adds Kobiakov.

Local connections Realising the need to tailor their messaging for the region, global tourism boards are going the distance. JNTO, for example, opened its first Middle East office in Dubai last November.

By 2030, Japan intends to attract 60 million visitors with a projected annual consumption of JPY 15 trillion – and to get there, it’s going to need to make a big splash in the Middle East.

“According to a survey conducted by the JNTO in six GCC countries from May to June 2021, approximately 30 per cent of respondents answered that they would like to go to Japan in the future. Conversely, almost 40 per cent of the respondents answered: ‘I don’t know much about Japan’, presenting an opportunity for the JNTO Dubai office to broaden awareness and increase the number of visitors from the GCC,” says JNTO’s Dubai-based Kikuchi on the reason why it decided to open a representative office in Dubai in the midst of a pandemic.

Also last year, the UNWTO opened its first Middle East office in Riyadh in order to coordinate its initiatives and policies across 13 member states within the region.At times, attempts are being made at direct exchanges with local tourism boards from the region to learn best practices as well as to facilitate an exchange of knowledge.

“I am in touch with Dubai Tourism to develop collaborations,” says Fleur Hassan-Nahoum, deputy mayor of Jerusalem and co-founder of the UAE-Israel Business Council. “Our tourism ministries are in contact and working on [ways] to bring value to each other. We are getting requests about trips to Israel from a cross-section of the public in the Gulf.”

Expo 2020 Dubai particularly has been a focal point in the efforts of countries to drive tourism from the region to their destinations. As Kobiakov from Israel’s ministry of tourism points out, Israel had its pavilion at Expo Dubai 2020 opened by Israel Tourism Minister Yoel Razvozov.

VisitBritain, VisitScotland and Tourism Ireland meanwhile turned to the Expo to launch 10 new itineraries across the UK at the mega event. Some studies have also correlated a direct measurement of the impact that the Expo will have on driving out-bound tourism.

“Middle East tourism accounts for 1.3 per cent of the arrivals to Italy. It’s estimated that a 5 per cent increase of tourist flows to Italy following Expo Dubai would generate an economic value of EUR25.5m a year, accord-ing to the School of Management of Milan’s Politecnico,” says Paolo Glisenti, commissioner-general of Italy at Expo 2020 Dubai.The Expo has allowed international tourism boards operating in the UAE one more platform other than the traditional annual Arabian Travel Market held in Dubai every year.

“The Moscow City Tourism Committee will continue to forge links with travel influencers, major tour operators and MICE agencies in the region taking part in Arabian Travel Market and events dedicated to the business travel: Meetings Arabia and Luxury Travel Congress (MALT) and Qatar Business and Luxury Travel Congress (QBLT),” explains Popova.

Foreign tourism boards, as part of their local outreach initiatives, are also working closely with influencers from the region. Switzerland’s tourism board, for example, collaborated with Raha Moharrak, the youngest Arab and first Saudi woman to climb Mount Everest, as well as Sara Murad and Haya Yasmeen to participate in the Swiss “100% Women” initiative where 700 women from 20 countries scaled all of the 4,000-metre-plus peaks in Switzerland last year.

In another initiative, Swiss Tourism also partnered with the wildly popular Dubai-based Supercar Blondie who undertook a Grand Tour of Switzerland and produced content for her over seven million followers on YouTube and close to 10 million followers on Instagram.

Growth drivers There are going to be a handful of key drivers in growing the outbound GCC tourism market. These include intra-GCC travel whereby residents of countries are encouraged to visit other GCC markets, the role of airlines and finally, governmental policies that encourage travel.

According to data shared by the GCC Statistical Centre in Muscat, in 2019, the percentage of intra-tourism among GCC countries reached approximately 28.7 per cent of the total number of foreign tourists arriving within the GCC states. Reportedly, in Bahrain, 95.6 per cent of all the international tourists it received were from other GCC countries. The numbers varied for countries such as the UAE where 15.4 per cent of all its international tourists were from GCC countries, whereas in Saudi that figure stood at 26.5 per cent – indicating the potential of each GCC country to either further encourage travel from within the GCC, or as in the case of Bahrain, encourage it to open up further to tourists from beyond the GCC.

Playing a crucial role in stimulating an appetite to travel beyond national borders are airlines. Within months of the signing of the Abraham Accords, several carriers including flydubai, Etihad, Emirates and Gulf Air announced direct flights would begin operating to Israel. Also, budget airlines have recently ramped up operations to aid those who are travelling on modest budgets.

Wizz Air Abu Dhabi, for example, an ultra-low-cost carrier and a joint venture established between ADQ and Wizz Air Holdings, began operations out of the UAE capital in January 2021. “Wizz Air Abu Dhabi has successfully operated more than 1,000 flights since its launch in January 2021, with over 500 flights taking place in the fourth quarter of last year. Q4 results were particularly impressive after the easing of travel restrictions in September, with load factors at nearly 85 per cent in December,” says Michael Berlouis, managing director of Wizz Air Abu Dhabi.

“Wizz Air Abu Dhabi offers 37 destinations from the UAE to 22 different countries. Further growth East will build on the success of the first year of operations and capitalise on pent-up demand for travel.”

Apart from the low-cost model, other airlines such as the full-service carrier Emirates, have entered into agreements directly with foreign tourism boards to encourage travel. Emirates recently signed an MoU with the Ministry of Foreign Affairs and Public Service of The Bahamas to roll out joint initiatives to promote tourism to the Caribbean country, including via its Emirates Holidays platform. Another avenue to grow outbound tourism will be governmental and administrative policies, including visa liberalisation measures.

A few months ago, a visa waiver agreement between Israel and the UAE for citizens of the two countries took effect, and the results are already being felt on the ground.

“Thanks to the elimination of the need for visas since October 10, and the re-opening of Israel borders, we are looking forward to seeing a major increase in the number of visitors from the GCC. According to our estimates, Israel expects to welcome around 100,000 visitors from the GCC annually as long as the tourism situation worldwide goes back to normal,” says Israel tourism ministry’s Kobiakov.

The sentiment is echoed by Moscow City tourism’s Popova who adds, “The introduction of electronic visas, suspended because of the pandemic, will be a great advantage and will contribute to increasing the number of tourists from GCC to Moscow.”

Healthy forecasts are shared by VistiBritain’s Huntley too, who notes, “The most recent forecasts from Oxford Economics/VisitBritain predict that visits from the GCC will more than double in 2022 compared to 2021, reaching 550,000 in total. Visits in 2023 are forecasted to be a further 50 per cent higher, reaching 828,000.”

The pandemic and its numerous curveballs notwithstanding, forecasts such as these show that the growth drivers are primed to support an exponential growth in GCC’s outbound tourism market.

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Renowned for its long history and extensive experience in international cooperation, Switzerland played a key role in determining the content of the United Nations 2030 Agenda for Sustainable Development and in drafting the Sustainable Development Goals (SDGs). More specifically, Switzerland was instrumental in integrating a water-specific goal in the UN’s 2030 Agenda, namely SDG #6 “Ensure availability and sustainable management of water and sanitation for all”. Switzerland strives to achieve this as well as other objectives of the SDG Agenda also by collaborating with various key players on the Arabian Peninsula. Thus, as part of the Federal Department of Foreign Affairs (FDFA), the Swiss Agency for Development and Cooperation (SDC) conducts dialogues on various issues related to sustainable development with major donor countries of the Gulf Cooperation Council (GCC), especially the United Arab Emirates (UAE), the Kingdom of Saudi Arabia, Kuwait and Qatar.

In order to facilitate this, SDC has assigned a Regional Advisor for Sustainable Development and International Cooperation to the Swiss Embassy in Abu Dhabi. The Advisor has the mandate to engage in a dialogue with selected donor organizations and key domestic actors from the UAE and other GCC focal countries, both domestically and in partner countries of our foreign assistance. A particular focus is placed on global challenges, such as climate change, water scarcity or food security. Through regular thematic exchanges, knowledge sharing and learning from each other’s experiences, a mutual understanding is fostered and efforts are combined to more efficiently tackle global challenges which require collaborative, effective and sustainable responses.

GCC countries, such as the UAE, Kuwait, Saudi Arabia or Qatar, have traditionally been generous donors and renowned worldwide for their major contributions to foreign assistance efforts. The UAE, in particular, has been playing an increasingly prominent and internationally acknowledged role in this field: Since 2012, the UAE ranks as the world’s top donor of Official Development Assistance (ODA) in proportion to its Gross National Income (GNI). It is the first GCC country to have a Minister of State for International Cooperation and to become, on July 1, 2014, a participant (i.e. member as a non-OECD country) of the Organization of Economic Cooperation and Development’s Development Assistance Committee (DAC). Other GCC countries also became DAC participants afterwards: Qatar in 2016; Saudi Arabia and Kuwait in 2018. Moreover, the UAE, Saudi Arabia and Kuwait are, like Switzerland, among the countries that have endorsed the Busan Partnership for Effective Development Cooperation. The Busan Partnership is specifically concerned with promoting dialogue and concerted efforts to make development cooperation more effective.

In the UAE, SDC is currently working primarily with the Abu Dhabi Fund for Development, the Emirates Red Crescent, the International Renewable Energy Agency (IRENA) as well as important public and private water users and decision-makers. Water and water diplomacy or Blue Peace is a key topic that will be presented by SDC in the Swiss Pavilion at the Expo 2020 Dubai.

Start of page Last update 18.02.2020

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Outdoor, Health and Wellness Holidays in Swiss Region of Graubunden to Attract GCC Families

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• Pre-pandemic GCC visitors to Switzerland accounted for approximately one million room nights per annum-9 percent of total arrivals, generating over $435 million in revenue
• Room nights consumed by UAE visitors in H2 2021 exceeded pre-pandemic levels in H2 2019 by 20.8 percent
• Post pandemic demand for outdoor, health and wellness to drive GCC inbound tourism this summer says Visit Graubunden

The Swiss region of  Graubunden , is aiming to attract record numbers of GCC visitors this summer, with a focus on the great outdoors, health and wellness for the whole family.

Graubunden’s summer campaign highlights a range of summer breaks targeting GCC travellers wanting to enjoy a more relaxed and healthier, family orientated vacation. Visitors will be able to experience outstanding natural beauty, thermal spas and outdoor pursuits, in a mild climate, offering a welcome break from the intense summer heat in many parts of the GCC region.

In addition, there is a wide range of hotels and serviced apartments, Michelin starred restaurants and immersive cultural experiences, making it the perfect destination for GCC families this summer.

“ Graubunden is famed for some of the very best health and wellbeing experiences anywhere in the world and what’s more, Graubunden is also very familiar with Arabic culture-many of its 170 restaurants offer halal menu options and most hotels also have Arabic speaking staff ,” added  Loeffel .

The largest source markets from the GCC, are the UAE and Saudi Arabia, each accounting for a 35 percent share, Kuwait and Qatar contribute approximately 12 percent each, with visitors from Bahrain and Oman, making up the remaining 6 percent.

According to the latest figures released by Switzerland Tourism, UAE residents staying overnight in Switzerland have already surpassed pre-pandemic levels. Comparing figures between July to December 2021 with the same period in 2019, the number of bed-nights recorded, increased 20.8 percent from 188,384 to 227,482.

The number of UAE arrivals also grew from 75,084 to 85,632, during the same period, 2019 versus 2021. Moreover, a recent survey conducted by YouGov, highlighted Switzerland as the top ranked overseas destination for UAE residents. “ In the years prior to the pandemic, GCC tourists were typically responsible for approximately one million overnight stays per annum in Switzerland, with daily expenditure of around US$ 466 each per day. According to Statista a German company specialising in market and consumer data, the GCC accounted for 9 percent of all arrivals in 2021 .” Furthermore, the Swiss federal government has announced that visitors from the GCC are no longer required to provide an entry form, vaccine certificate, or negative PCR test. Social restrictions have also been eased in Switzerland, masks and COVID certificates are not needed when entering hotels, restaurants or shops. “ This summer in particular, the fresh air, outstanding natural beauty, mild climate and healthy outdoor activities such as hiking, cycling, and sailing make Graubunden, an ideal location for families wanting to get away from it all ,” said  Loeffel .

Making up 17.2 percent of Switzerland’s total land area, Graubunden is the largest and the most sparsely populated region, with only just over 200,000 inhabitants-Switzerland has a population of 8.6 million.

The Graubunden region is world-renowned for its natural spas, spectacular landscape, bright green valleys, snow-capped peaks and crystal-clear Alpine lakes. Train rides through the mountains in the Rhine gorge, are considered amongst the most spectacular train journeys in the world. It is even possible to visit four different countries in one day-Switzerland, Liechtenstein, Austria and Italy.

Quite apart from the glamourous resorts such as St. Moritz and Davos, there are many other destinations worth exploring such as Vals, home to thermal baths that are built from 300-million-year-old stone and the countryside around Flims and Laax which is famous for its crystal-clear lakes. And for children who love stories, the small town of Maienfeld is where the classic children’s novel Heidi was set. “ There are many options for GCC residents when travelling to Switzerland. Swiss airlines flies to seven destinations in the GCC including Dubai, Riyadh, Muscat, Bahrain and Kuwait. In addition, Emirates, Qatar Airways and Etihad fly up to 38 times per week to Zurich and Milan and there are excellent transport links via road or rail from Geneva and Munich as well ,” said  Loeffel .

For more information , please log on to  www.visitgraubunden.com .

Visit Graubunden-The No. 1 Holiday Destination of Switzerland.

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Update: gcc-swiss forum 2024 after careful consideration and consultation with our partners, we have unfortunately decided to postpone the gcc-swiss 2024 forum originally scheduled for april 16-18, 2024, in lausanne, switzerland. stay tuned for updates, including a new date and other forum event details..

Attendance Fee: 700 CHF (3060 SAR)  per person

For the third straight year, Switzerland’s universal private health insurance system was ranked first in the World Index of Healthcare Innovation, with a score of 66.49 in 2022. According to estimates from Switzerland Tourism, 35,000 patients with residences outside of Switzerland are admitted to Swiss hospitals each year. These international patients comprise around 2% of all hospital patients in Switzerland. According to the Federal Statistics Office, 36,000 foreign nationals sought medical care in Swiss hospitals and clinics in 2017. The GCC area is one of the primary sources of these overseas patients.

Questions to be discussed in the panel include: What are the key lessons to be learned from the COVID-19 pandemic? What collective efforts can be put forward to support better coordination and cooperation? How can one best improve pandemic preparedness and response? What steps should be taken to improve public health delivery and response capacity? What medium- to long-term recovery instruments should be considered?

The GCC states have invested heavily in its financial technology (fintech) in recent years. The number of fintech hubs in the GCC rose from one in 2018 to four in 2022: Fintech Saudi, Abu Dhabi Global Market, Bahrain Fintech Bay, and the FinTech Hive at the Dubai International Financial Centre. The Swiss Business Hub Middle East (SBHME), and the Swiss representation in the GCC states launched dialogue between companies and government authorities. The official Swiss organization for promoting exports and investments, Switzerland Global Enterprise (S-GE), is also represented by the Swiss Business Hub.

Questions to be discussed in the panel include: What are the key areas for Switzerland and the GCC states to emphasize and concentrate on? How can Switzerland enhance the GCC states’ fintech sector? Which Swiss financial institutions can partner with the GCC? What type of startups should the GCC and Switzerland prioritize?

The hospitality industry in the GCC is projected to grow at a compound annual growth rate (CAGR) of 6.6% until 2026. As a result, there has been a significant increase in the number of hotels, serviced apartments, and alternative accommodations to meet the region’s growing demand as a tourist destination. The efforts also include the implementation of tourism-related policies, such as the creation of new visa categories and the broadening of beneficiary eligibility. Moreover, the number of overnight stays by visitors from the Gulf states in Switzerland grew by 82% between 2012 and 2018. There is projected to be a steady rise in the number of visitors arriving from the Gulf area for the next 20 years.

Questions to be discussed in the panel include: What is the current status of tourism between the GCC and Switzerland? How can the GCC and Switzerland advance these ties? What is the view from Switzerland and the GCC states regarding moving forward? How can the GCC and Switzerland enhance relations through cultural tourism?

Investment and cooperation are essential to addressing the current energy crisis, including relieving consumer pressure, achieving net zero, promoting economic recovery, and resolving the cost-of-living crisis. The Swiss Agency for Development and Cooperation (SDC), as part of the Federal Department of Foreign Affairs (FDFA), holds discussions with major GCC donors, particularly the UAE, Saudi Arabia, Kuwait, and Qatar, on various topics on sustainable development.

Questions to be discussed in the panel include: What are the primary areas to focus on regarding the energy transition? Where must the emphasis be placed in the short term? How can closer energy supply, development, and security partnerships be structured? What are the critical aspects of Switzerland’s and the GCC’s vision regarding the climate change agenda, and how can a workable action plan be developed?

Switzerland has ranked 1st place on the Global Innovation Index since 2011 due to its high levels of innovation, a well-educated workforce, and world- class scientific research institutions. Moreover, Switzerland invests almost 3.4% of its GDP in research and development, one of the highest percentages globally. The GCC states have also made innovation a significant pillar in their respective national visions and continuously strive to improve the quality of education and technological advancements.

Questions to be discussed in the panel include: How can digital innovation hubs be implemented in the GCC-Swiss context? How can the two sides cooperate on the development of needed infrastructure? How can digital skills be enhanced? What consideration must be given to digital protection? Where can cyber security collaboration be enhanced? How can overall innovation be better fostered between Switzerland and the GCC states? What tools are required in this regard? What is the Swiss role in encouraging innovation within the GCC states?

Switzerland already has strong trade and investment partnerships with the Gulf. However, the economic diversification of the GCC statesprovides additional opportunities for Swiss enterprises and companies in various sectors. As a result, frontiers have emerged in sectors such as real estate, telecommunications and data infrastructure, tourism, logistics, cybersecurity, infrastructure, and clean energy. Present opportunities, combined with the benefits of investing in this region, allow investors to secure their financial interests while, at the same time, mitigate investment risks.

Questions to be discussed in the panel include: What is the current status of the GCC-Swiss Trade and Investment Partnership? What current trends impact economic ties between Switzerland and the GCC states? What priority areas can be identified in the wake of the COVID-19 pandemic? How can investment opportunities be capitalized on?