Switzerland Media Intelligence Report: International Travel Market 2025

1. Market insights 

• Swiss residents made 22.3 million overnight trips abroad annually, averaging 3.1 international trips per person 
• Outbound travel spending reached CHF 19.8 billion, with an average spend of CHF 2,850 per international trip 
• 34% of Swiss travelers fall into premium/luxury category, spending 58% more than average travelers 
• Outbound leisure travel projected to grow by 6.2% in 2025, with long-haul destinations showing 8.7% growth 
• Business travel recovering strongly with 9.3% growth forecast for 2025 
• 72% of Swiss travelers book at least one international trip 4+ months in advance 
• Post-pandemic trend shows Swiss travelers taking fewer but longer international trips 

Travel Media Landscape 

• Digital travel media penetration: 91% of Swiss travelers research destinations online 
• Print travel publications maintain 64% reach among affluent travelers 
• Travel-focused TV programming reaches 58% of Swiss households weekly 
• Travel podcasts and audio content reach 47% of travelers, growing at 22% annually 
• Social media travel content engages 86% of Swiss travelers under 55 
• Travel newsletters show 68% open rates among regular international travelers 
• OOH advertising reaches 92% of Swiss urban populations weekly 

Key Advantages for Travel Advertisers 

• Highest disposable income in Europe (CHF 70,200 average) enabling premium travel experiences 
• Multilingual market (German, French, Italian, Romansh) allowing targeted communication strategies 
• Among highest vacation entitlements globally (minimum 4 weeks) facilitating multiple annual trips 
• Strong Swiss Franc creating favorable exchange rates for international travel 
• High digital penetration (94%) enabling sophisticated online targeting 
• 38 days of annual leave and public holidays (combined average) creating multiple travel windows 
• Health-conscious population (76%) increasingly seeking wellness and outdoor adventure travel 

Positive Market Trends 

• EU-Swiss bilateral agreements continuing to facilitate seamless European travel 
• Expansion of direct long-haul routes from Zurich and Geneva (18 new routes added in 2024) 
• Growing interest in sustainable and responsible travel (52% willing to pay premium for eco-friendly options) 
• Increasing demand for exclusive, small-group experiential travel (37% growth since 2022) 
• Post-pandemic appreciation for premium travel experiences with 42% upgrading accommodation class 
• Digital nomad and "workation" trend growing by 29% annually among Swiss professionals 
• Emerging interest in secondary destinations (63% express interest in less-touristed locations) 

2. Exactly where to advertise 

Premium OOH Locations 

Airport Corridors and Transit Hubs: 

• Zurich Airport departure concourse: 76,000 daily passengers (68% international travelers) 
• Geneva Airport main terminal: 48,000 daily passengers (72% international travelers) 
• Zurich Hauptbahnhof main hall: 246,000 daily commuters (42% regular international travelers) 
• Geneva Cornavin station concourse: 134,000 daily commuters (38% regular international travelers) 
• Basel SBB international terminal: 92,000 daily travelers (51% cross-border commuters) 
• Lugano Airport VIP lounge: 3,200 daily passengers (88% high-spending travelers) 

Business Districts with High Travel Decision-Makers: 

• Zurich Paradeplatz/Bahnhofstrasse corridor: 86,000 daily traffic (63% frequent business travelers) 
• Geneva banking district: 64,000 daily traffic (57% international business travelers) 
• Basel pharmaceutical campus areas: 52,000 daily traffic (62% frequent long-haul travelers) 
• Zug business district: 38,000 daily traffic (71% high-frequency business travelers) 
• Lugano financial district: 32,000 daily traffic (58% cross-border travelers) 

Affluent Neighborhoods with Strong Travel Propensity: 

• Zürichberg district: Premium digital displays reaching 78% of area's affluent travelers 
• Cologny (Geneva): Strategic placements reaching 82% of high-spending travelers 
• St. Moritz village center: Luxury traveler concentration reaching 91% during peak seasons 
• Lugano lakefront: Premium displays reaching 74% of high-spending travelers 
• Basel Bruderholz district: Strategic placements reaching 69% of frequent travelers 

Travel-Adjacent Locations: 

• Globus Travel department store areas: 42,000 weekly visitors across locations 
• Jelmoli luxury travel goods section: 36,000 weekly visitors (72% international travelers) 
• Kuoni travel agency flagship stores: 28,000 weekly visitors (88% booking international travel) 
• Bahnhofstrasse luxury luggage stores: 52,000 weekly visitors (61% imminent travelers) 
• Geneva luxury travel quarter: 38,000 weekly visitors (76% high-spending travelers) 

Top 5 Regions with Highest International Travel Propensity 

Zurich Metropolitan Area: 

• Economic profile: CHF 162 billion GDP, CHF 82,300 average household income 
• Travel spending potential: CHF 4,200 average per international trip 
• Preferred destinations: Mediterranean Europe, North America, Southeast Asia, UAE 
• Travel styles: Luxury city breaks, cultural tourism, adventure travel, premium cruises 
• Key advertising locations: Bahnhofstrasse shopping district, Gold Coast neighborhoods, airport business lounge 
• Region-specific media: NZZ travel section, Tages-Anzeiger Reisen, Zürich Travel Show 

Geneva Lake Region: 

• Economic profile: CHF 94 billion GDP, CHF 79,800 average household income 
• Travel spending potential: CHF 4,850 average per international trip 
• Preferred destinations: France, Mediterranean, Middle East, Indian Ocean islands 
• Travel styles: Luxury resorts, culinary tourism, ski vacations, yachting holidays 
• Key advertising locations: Rue du Rhône luxury corridor, lakefront promenades, UN district 
• Region-specific media: Le Temps Voyage, Tribune de Genève travel section, Genève Escapades 

Basel Region: 

• Economic profile: CHF 79 billion GDP, CHF 76,400 average household income 
• Travel spending potential: CHF 3,950 average per international trip 
• Preferred destinations: Germany, France, North America, Japan, Australia/NZ 
• Travel styles: Cultural city breaks, river cruises, adventure travel, wellness retreats 
• Key advertising locations: Pharmaceutical campus perimeters, Old Town luxury district, cross-border retail zones 
• Region-specific media: Basler Zeitung travel pages, Culturescapes festival, Basel Travel Expo 

Ticino Region: 

• Economic profile: CHF 34 billion GDP, CHF 73,200 average household income 
• Travel spending potential: CHF 3,750 average per international trip 
• Preferred destinations: Italy, Mediterranean islands, Caribbean, Southeast Asia 
• Travel styles: Beach vacations, luxury cruises, gastronomic tours, family resorts 
• Key advertising locations: Lugano lakefront, Ascona promenade, Locarno festival district 
• Region-specific media: Corriere del Ticino travel section, Ticino Weekend, Radio Ticino travel shows 

Bern/Central Switzerland: 

• Economic profile: CHF 108 billion GDP, CHF 74,800 average household income 
• Travel spending potential: CHF 3,600 average per international trip 
• Preferred destinations: Alpine Europe, Scandinavia, Canada, New Zealand 
• Travel styles: Adventure travel, outdoor experiences, ski holidays, wellness retreats 
• Key advertising locations: Bern Old Town, Lucerne tourist district, Interlaken premium zones 
• Region-specific media: Berner Zeitung travel pages, Central Switzerland Tourism Fair, Schweizer Familie travel features 

3. Exactly whom to advertise to 

Top 7 Language Communities with Travel Potential 

Swiss German Travelers: 

• Outbound travel market share: 63% of total Swiss outbound trips 
• Characteristics: Value-conscious despite high spending power, thorough research phase, preference for quality and reliability 
• Preferred destinations: Greece, Spain, Thailand, USA, Canada, Australia 
• Travel motivations: Cultural experiences, active holidays, nature exploration 
• Media consumption: NZZ, Tages-Anzeiger, Blick, SRF, 20 Minuten, Schweizer Illustrierte 
• Cultural nuances: Advance planners (68% book 3+ months ahead), appreciate detailed information, responsive to sustainability messaging 

French-Swiss Travelers: 

• Outbound travel market share: 22% of total Swiss outbound trips 
• Characteristics: Most international outlook, higher luxury orientation, spontaneous decision-making 
• Preferred destinations: France, Italy, Morocco, Caribbean, Indian Ocean islands 
• Travel motivations: Gastronomy, beach luxury, cultural immersion, exclusive experiences 
• Media consumption: Le Temps, Tribune de Genève, 24 Heures, RTS, Bilan, Femina 
• Cultural nuances: More impulsive booking (42% book within 6 weeks of travel), responsive to aspirational messaging, value exclusivity and aesthetic experiences 

Italian-Swiss Travelers: 

• Outbound travel market share: 8% of total Swiss outbound trips 
• Characteristics: Strong family orientation, value social experiences, seeking authentic connections 
• Preferred destinations: Italy, Spain, Greece, Florida, Caribbean, Thailand 
• Travel motivations: Family experiences, culinary exploration, beach destinations 
• Media consumption: Corriere del Ticino, La Regione, RSI, Il Caffè 
• Cultural nuances: Family-decision patterns (62% make travel decisions as family unit), value tradition and authenticity, responsive to multigenerational messaging 

English-Speaking Expats: 

• Outbound travel market share: 4% of total Swiss outbound trips 
• Characteristics: High frequency travelers, dual-destination interests (Swiss home + international) 
• Preferred destinations: UK, USA, Australia, Singapore, UAE, home countries 
• Travel motivations: VFR (visiting friends/relatives), business connections, lifestyle experiences 
• Media consumption: English-language Swiss publications, international media, expat communities 
• Cultural nuances: Higher business-leisure blend (68%), maintain ties to home countries, responsive to convenience and connectivity messaging 

German Nationals in Switzerland: 

• Outbound travel market share: 3% of total Swiss outbound trips 
• Characteristics: Frequent return visits to Germany plus international exploration 
• Preferred destinations: Germany, Austria, Mediterranean Europe, South Africa, UAE 
• Travel motivations: VFR, cultural experiences, active holidays, winter sun 
• Media consumption: German-language Swiss media plus German publications 
• Cultural nuances: Split travel pattern (47% of trips to Germany, 53% elsewhere), value efficiency and organization, responsive to quality assurance messaging 

Portuguese Community: 

• Outbound travel market share: 2.5% of total Swiss outbound trips 
• Characteristics: Strong VFR travel pattern, family-oriented decisions, growing luxury segment 
• Preferred destinations: Portugal, Brazil, Cape Verde, Spain 
• Travel motivations: Family visits, beach holidays, cultural heritage 
• Media consumption: Portuguese-language Swiss publications, community media 
• Cultural nuances: Extended stay preference (average 18 days), strong seasonality around holidays, responsive to family-focused messaging 

Diverse Multinational Professionals: 

• Outbound travel market share: 2% of total Swiss outbound trips 
• Characteristics: Highly international outlook, frequent business-leisure blending 
• Preferred destinations: Global financial centers, emerging destinations, luxury resorts 
• Travel motivations: Exclusive experiences, wellness, adventure, cultural immersion 
• Media consumption: International business media, digital platforms, executive publications 
• Cultural nuances: High spontaneity (52% book within 4 weeks), premium service expectations, responsive to insider access and unique experience messaging 

Top 5 Traveler Segments by Psychographic Profile 

Luxury Seekers: 

• Decision factors: Exclusivity, personalization, premium amenities, status recognition 
• Spending patterns: CHF 12,800+ per international trip, emphasis on accommodations and experiences 
• Destination preferences: Emerging luxury destinations, established elite resorts, private islands 
• Media touchpoints: Premium travel magazines, luxury lifestyle publications, exclusive events, high-end digital platforms 
• Demographic profile: 63% aged 45-65; 68% from banking/financial services or senior executive roles; 79% from Zurich, Geneva, and Basel regions 

Cultural Enthusiasts: 

• Decision factors: Authenticity, local immersion, historical significance, artistic value 
• Spending patterns: CHF 8,600+ per international trip, emphasis on guided experiences and cultural programs 
• Destination preferences: Cultural capitals, UNESCO sites, arts festivals, culinary destinations 
• Media touchpoints: Cultural publications, documentary channels, museum partnerships, literary magazines 
• Demographic profile: 58% aged 55+; 72% with advanced degrees; evenly distributed across language regions with slight French-region dominance 

Adventure Travelers: 

• Decision factors: Unique experiences, physical challenge, natural beauty, environmental ethics 
• Spending patterns: CHF 7,200+ per international trip, emphasis on specialized equipment and guided adventures 
• Destination preferences: Patagonia, New Zealand, Iceland, Nepal, Rwanda, Arctic/Antarctic 
• Media touchpoints: Outdoor magazines, adventure sports channels, environmental publications, specialized forums 
• Demographic profile: 67% aged 28-45; 71% professionals in technology, healthcare, and education; concentrated in German-speaking and Bern regions 

Family Vacationers: 

• Decision factors: Safety, child-friendly amenities, convenience, memory-making potential 
• Spending patterns: CHF 9,800+ per international trip for family of four, emphasis on accommodations and activities 
• Destination preferences: Mediterranean resorts, Orlando, Thailand, safari experiences, ski destinations 
• Media touchpoints: Family magazines, parenting platforms, education publications, weekend supplements 
• Demographic profile: 88% aged 35-50; 74% dual-income professional households; distributed across all language regions 

Business-Leisure Blenders: 

• Decision factors: Connectivity, efficiency, destination versatility, quality accommodations 
• Spending patterns: CHF 6,400+ per international trip, company-subsidized elements plus personal extension 
• Destination preferences: Global business hubs with leisure appeal, emerging conference destinations 
• Media touchpoints: Business publications, in-flight magazines, corporate platforms, professional networks 
• Demographic profile: 73% aged 30-55; 82% management level and above; concentrated in Zurich, Geneva, Basel, and Zug 

4. Exactly how to advertise 

Airport Advertising Opportunities 

Zurich Airport: 

• Executive Lounge Network: 18,400 weekly business travelers (88% international) 
• Premium Baggage Claim: 284,000 weekly arriving passengers (74% leisure travelers) 
• Departure Gates Digital Network: 312,000 weekly departing passengers 
• Airside Center luxury corridor: 296,000 weekly international passengers 
• Cost efficiency: Average CPM CHF 180-220, with 64% recall rates 

Geneva Airport: 

• VIP terminal installations: 8,600 weekly premium travelers 
• Main concourse digital wall: 224,000 weekly passengers 
• Security approach digital screens: 218,000 weekly departing passengers 
• Arrival hall welcome wall: 196,000 weekly arriving passengers 
• Cost efficiency: Average CPM CHF 160-200, with 58% recall rates 

Basel-Mulhouse Airport: 

• Swiss section digital network: 86,000 weekly passengers 
• Cross-border traveler targeting: 114,000 weekly tri-national travelers 
• Executive lounge placements: 7,400 weekly business passengers 
• Cost efficiency: Average CPM CHF 140-180, with 52% recall rates 

Lugano Airport: 

• Premium terminal display: 24,000 weekly passengers (82% high-value travelers) 
• VIP lounge network: 4,600 weekly affluent passengers 
• Cost efficiency: Average CPM CHF 210-250, with 72% recall rates 

Travel-Focused Print Media 

German Language: 

• NZZ Reisen: Premium travel supplement (circulation 132,000, 84% AB demographic) 
• Schweizer Illustrierte Travel: Leading travel magazine (circulation 172,000, 76% regular travelers) 
• Tages-Anzeiger Unterwegs: Travel section (circulation 146,000, 68% frequent travelers) 
• SonntagsZeitung Reisen: Weekend travel section (circulation 158,000, 72% family travelers) 
• Cost efficiency: Average CPM CHF 160-200, with 56% reported engagement 

French Language: 

• Le Temps Escapades: Premium travel section (circulation 87,000, 82% AB demographic) 
• Tribune de Genève Voyages: Travel supplement (circulation 69,000, 74% frequent travelers) 
• L'Illustré Voyage: Travel features (circulation 62,000, 71% family travelers) 
• Cost efficiency: Average CPM CHF 150-190, with 52% reported engagement 

Italian Language: 

• Corriere del Ticino Viaggi: Travel section (circulation 34,000, 79% regular travelers) 
• Ticino Tourism Monthly: Regional travel magazine (circulation 28,000, 82% active travelers) 
• Cost efficiency: Average CPM CHF 130-170, with 48% reported engagement 

Multilingual/English: 

• Switzerland Travel World: Premium multilingual publication (circulation 86,000, 91% affluent travelers) 
• Swiss Universe: SWISS airline magazine (circulation 120,000, 94% international travelers) 
• Monocle Switzerland Special: Annual travel edition (circulation 62,000, 88% luxury travelers) 
• Cost efficiency: Average CPM CHF 180-220, with 64% reported engagement 

Digital Travel Platforms 

Travel Booking Sites: 

• Kuoni.ch: Leading premium travel site (1.8M monthly unique visitors, 72% booking intent) 
• Hotelplan.ch: Popular booking platform (1.6M monthly uniques, 68% booking intent) 
• Booking.com Switzerland: (2.4M monthly Swiss visitors, 78% booking intent) 
• TUI.ch: Package holiday specialist (1.2M monthly uniques, 66% booking intent) 
• Cost efficiency: Average CPM CHF 120-160, with performance-based options 

Travel Content & Research Sites: 

• Holidaycheck.ch: Swiss travel review leader (1.4M monthly uniques, 76% research phase) 
• Travelhouse.ch: Luxury travel content (980,000 monthly uniques, 82% affluent travelers) 
• MySwitzerland.com: Official tourism site (2.1M monthly uniques, 68% international planning) 
• TripAdvisor Switzerland: (1.8M monthly Swiss uniques, 74% research phase) 
• Cost efficiency: Average CPM CHF 100-140, with targeting capabilities 

News Site Travel Sections: 

• NZZ.ch/reisen: Premium audience (940,000 monthly uniques, 78% AB demographic) 
• 20min.ch/reisen: Mass reach (2.8M monthly uniques, 62% travel interest) 
• LeTemps.ch/voyages: French premium audience (760,000 monthly uniques, 72% AB demographic) 
• Blick.ch/reisen: Mass market (2.2M monthly uniques, 58% travel interest) 
• Cost efficiency: Average CPM CHF 110-150, with contextual targeting options 

Travel TV and Radio 

Television Programming: 

• SRF "Fernweh": Travel documentary (350,000 weekly viewers, 71% travel planners) 
• 3+ "Travel Guide": Destination showcase (280,000 weekly viewers, 64% travel interest) 
• RTS "Passe-moi les jumelles": Adventure travel (220,000 weekly viewers, 68% active travelers) 
• CNN Switzerland travel segments: (180,000 weekly viewers, 76% international travelers) 
• Cost efficiency: Average CPM CHF 140-180, with 46% recall metrics 

Radio Programs: 

• SRF 1 Travel Hour: Weekly feature (420,000 listeners, 62% travel planners) 
• Radio Energy Travel Countdown: Destination showcase (380,000 listeners, 58% under 45) 
• LFM Voyages: French-language travel show (240,000 listeners, 66% luxury travelers) 
• Swiss Radio International travel news: (180,000 listeners, 82% expat audience) 
• Cost efficiency: Average CPM CHF 80-120, with 38% recall metrics 

Premium Mall Advertising 

Luxury Shopping Centers: 

• Glatt Zentrum Zurich: Digital luxury corridor (175,000 weekly shoppers, 61% travelers) 
• Globus Geneva: Travel goods department proximity (120,000 weekly shoppers, 68% affluent) 
• Jelmoli Zurich: Luxury luggage department adjacent (160,000 weekly shoppers, 72% travelers) 
• Mall of Switzerland: Travel retail corridor (145,000 weekly visitors, 56% travel planners) 
• Cost efficiency: Average CPM CHF 90-130, with purchase proximity advantages 

Travel Retail Environments: 

• Kuoni Travel Store networks: 84,000 weekly store visitors across locations 
• Globetrotter Adventure Center: 62,000 weekly specialized travel shoppers 
• Airport retail precincts: 320,000 weekly shoppers across major airports 
• Bongénie travel departments: 86,000 weekly luxury shoppers 
• Cost efficiency: Average CPM CHF 110-150, with high conversion proximity 

Programmatic OOH with Travel Intent 

Data-Driven Networks: 

• Clear Channel Travel Network: Mobile data targeting travelers across premium locations 
• APG Travel Intent Network: Behavioral activation around booking windows 
• Neo Advertising Traveler Moments: Contextual targeting during travel research spikes 
• Livesystems Travel Countdown: Day-parting to capture peak booking hours 
• Cost efficiency: Average CPM CHF 130-170, with precision reducing waste by 42% 

Targeting Capabilities: 

• Travel booking behavioral triggers: Activation following travel website visits 
• Luxury spending patterns: Targeting based on premium retail behavior 
• Passport ownership data: Refined international traveler targeting 
• Previous destination history: Personalized messaging based on travel patterns 
• Cost efficiency: Performance improvements of 36% over standard demographics 

Connected TV and Streaming 

Travel Content Environments: 

• National Geographic Switzerland: Documentary content (210,000 subscribers, 82% travelers) 
• Netflix Switzerland travel programs: Contextual placement (650,000 households, targeting capabilities) 
• YouTube Travel Channels: Swiss creator partnerships (1.8M monthly travel content viewers) 
• Discovery+ Switzerland: Adventure programming (180,000 subscribers, 76% active travelers) 
• Cost efficiency: Average CPM CHF 160-200, with 68% completion rates 

Premium Streaming Services: 

• Blue Entertainment Travel Channel: Dedicated content (280,000 subscribers, 72% affluent) 
• SRF Play Travel Collection: Curated content hub (420,000 monthly users, 64% travel planners) 
• RTS Play Voyages: French-language travel content (240,000 monthly users, 68% frequent travelers) 
• PlaySuisse Documentary section: Cultural travel content (360,000 users, 74% cultural travelers) 
• Cost efficiency: Average CPM CHF 140-180, with targeting capabilities 

Premium Travel B2B Publications 

Travel Industry Media: 

• Travel Inside: Trade publication (circulation 14,000, 100% travel professionals) 
• TRAVEL TRADE Gazette Switzerland: Industry news (circulation 12,000, 96% travel trade) 
• htr hotel revue: Hospitality publication (circulation 18,000, 92% tourism professionals) 
• MICE Switzerland: Meeting industry publication (circulation 9,000, 100% event planners) 
• Cost efficiency: Average CPM CHF 220-260, with high industry influence metrics 

Business Travel Publications: 

• Swiss Business Travel Association Magazine: (circulation 8,600, 100% corporate travel managers) 
• Swiss Corporate Travel Review: (circulation 7,400, 96% business travel decision-makers) 
• Executive Travel Switzerland: (circulation 12,000, 94% frequent business travelers) 
• Cost efficiency: Average CPM CHF 190-230, with 76% trade influence metrics 

5. Exactly when to advertise 

Quarterly Booking Periods 

Q1 (January-March): 

• Summer vacation early booking window (January 15-February 28) 
• Swiss ski holiday booking period for international destinations (January 10-30) 
• Easter and Spring break planning cycle (February 1-March 15) 
• Performance metrics: 38% of summer bookings finalized during this period 

Q2 (April-June): 

• Last-minute summer booking window (April 15-May 31) 
• Fall destination research and booking phase (May 1-June 30) 
• School holiday advance planning period (peaks around May 15-30) 
• Performance metrics: 26% of annual bookings confirmed during this period 

Q3 (July-September): 

• Winter sun early booking window (peaks August 15-September 30) 
• Christmas and New Year advance booking phase (July 15-September 15) 
• Winter sports early booking promotions (September 1-30) 
• Performance metrics: 24% of winter bookings secured during this window 

Q4 (October-December): 

• Last-minute winter holiday booking surge (October 15-November 30) 
• Early summer planning research phase (November 1-December 15) 
• City break and short-haul winter inspiration period (October 1-December 15) 
• Performance metrics: 22% of annual bookings plus 46% of research for next year's summer 

Seasonal Destination Booking Windows 

Mediterranean/European Summer Destinations: 

• Prime booking period: January 15-April 30 (peaks February 15-March 15) 
• Secondary booking window: Last-minute May 15-June 30 
• Performance metrics: 58% of Mediterranean bookings made January-April 

Long-Haul Winter Sun Destinations: 

• Prime booking period: August 1-October 31 (peaks September 1-30) 
• Secondary booking window: Last-minute November 1-30 
• Performance metrics: 62% of winter sun bookings made August-October 

Ski Destinations (International): 

• Prime booking period: September 15-November 30 (peaks October 1-31) 
• Secondary booking window: Last-minute December 1-January 15 
• Performance metrics: 54% of international ski bookings made September-November 

City Break Destinations: 

• Distributed booking pattern year-round with 45-60 day advance booking window 
• Peaks before major Swiss holidays (Easter, Federal holidays, Christmas) 
• Performance metrics: 37% booked within 30 days of departure 

Cultural Calendar Timing Considerations 

German-Swiss Travel Calendar: 

• Post-winter booking surge (January 10-31) 
• Post-tax filing booking period (March 20-April 15) 
• Post-summer return booking surge (September 10-30) 
• Performance metrics: 18% higher travel search activity during these periods 

French-Swiss Travel Calendar: 

• Post-winter sports season booking (March 20-April 15) 
• Pre-summer vacation research peak (April 15-May 15) 
• Post-summer planning period (September 15-October 15) 
• Performance metrics: 22% higher luxury travel research during these periods 

Italian-Swiss Travel Calendar: 

• Family summer planning period (February 1-March 15) 
• Post-summer family booking period (September 15-October 15) 
• Pre-Christmas getaway planning (October 15-November 15) 
• Performance metrics: 24% higher family destination searches during these periods 

International Expat Travel Calendar: 

• Home country summer planning (March 1-April 15) 
• Home country Christmas planning (August 15-September 30) 
• Swiss holiday weekend getaway planning (throughout year, 3-4 weeks in advance) 
• Performance metrics: 32% higher long-haul searches during home country planning periods 

Travel Trade Shows and Consumer Exhibitions 

FESPO Zurich (January 26-29, 2025): 

• Switzerland's largest travel fair (52,000+ attendees) 
• Engagement window: 2 weeks pre-event, event period, 3 weeks post-event 
• Performance metrics: 28% booking spike following event 

TTW Geneva (September 12-14, 2025): 

• French-Swiss region's premier travel showcase (32,000+ attendees) 
• Engagement window: 1 week pre-event, event period, 2 weeks post-event 
• Performance metrics: 22% increased destination research following event 

Luxury Travel Market Zurich (May 6-8, 2025): 

• Premium travel showcase (18,000+ high-value attendees) 
• Engagement window: 1 week pre-event, event period, 3 weeks post-event 
• Performance metrics: 34% luxury booking increase during surrounding period 

Swiss International Holiday Exhibition Basel (October 24-26, 2025): 

• Regional travel showcase (24,000+ attendees) 
• Engagement window: 1 week pre-event, event period, 2 weeks post-event 
• Performance metrics: 19% booking rise in subsequent weeks 

Adventure Travel Show Bern (March 15-16, 2025): 

• Specialized adventure travel exhibition (16,000+ active travelers) 
• Engagement window: 1 week pre-event, event period, 2 weeks post-event 
• Performance metrics: 26% adventure travel inquiry increase following event 

Regional Timing Considerations 

Zurich Region: 

• Financial bonuses payout period (March-April) driving luxury bookings 
• Pre-summer booking surge (February peaks) 
• Pre-winter booking pattern (September peaks) 
• Performance metrics: 24% higher luxury travel searches during bonus season 

Geneva Region: 

• International organization holiday planning (unique April-May window) 
• Winter getaway research phase (August-September peaks) 
• Spring planning surge (November-December peaks) 
• Performance metrics: 28% higher exotic destination searches during planning windows 

Basel Region: 

• Pharmaceutical industry shutdown planning (April-May for summer vacations) 
• Post-Art Basel getaway planning (June 20-30) 
• Winter sun early booking trend (August peaks) 
• Performance metrics: 22% higher family resort searches during planning windows 

Ticino Region: 

• Early summer booking trend (January peaks) 
• Winter sun research phase (July-August peaks) 
• Cross-border travel planning (continuous with Italian holiday alignment) 
• Performance metrics: 26% higher Mediterranean searches during peak windows 

Bern/Central Switzerland: 

• Adventure travel booking surge (January-February peaks) 
• Winter sports planning phase (September peaks)  
• School holiday alignment bookings (regionally specific windows) 
• Performance metrics: 21% higher adventure destination searches during peak windows 

6. Conclusion & recommendations 

Key Takeaways 

• Swiss travelers represent Europe's highest-spending outbound market on a per capita basis 
• Multilingual targeting is essential with distinct approaches needed for each language community 
• Digital channels dominate the research phase while traditional media maintains strong influence during inspiration 
• Strong seasonal and regional patterns dictate optimal media timing strategies 
• Premium positioning resonates across segments, with 72% of Swiss travelers selecting above-average accommodation categories 

Strategic Media Planning Recommendations 

• Allocate 40% of budget to digital channels with sophisticated targeting capabilities 
• Reserve 25% for inspirational premium print and broadcast media 
• Dedicate 20% to strategic OOH placements in financial districts and affluent areas 
• Invest 10% in travel trade events and direct marketing opportunities 
• Allocate 5% for testing emerging channels and responding to seasonal opportunities 

Language and Regional Targeting Strategy 

• Develop core creative platform adaptable across four primary languages 
• Create distinct messaging tracks for luxury, cultural, adventure, family and business-leisure segments 
• Balance aspirational imagery with practical details (particularly important for German-speaking regions) 
• Implement regional emphasis based on travel propensity: Zurich (30%), Geneva (25%), Basel (20%), Ticino (15%), Bern/Central (10%) 
• Develop specialized content for expat communities through targeted digital channels 

Channel Integration Framework 

• Build awareness through premium OOH in financial districts and affluent neighborhoods 
• Create consideration through print media with detailed destination content 
• Drive conversion through targeted digital with booking proximity 
• Implement remarketing strategies based on destination research behaviors 
• Develop omnichannel measurement to track customer journey from inspiration to booking 

Timing Strategy Recommendations 

• Launch inspiration campaigns aligned with post-holiday booking surges (January, September) 
• Implement seasonal strategies aligning with destination-specific booking windows 
• Maintain continuous presence in core digital channels with tactical bursts around key events 
• Schedule regional activations around local bonus periods and holidays 
• Align media weight with booking windows: Q1 (35%), Q2 (25%), Q3 (20%), Q4 (20%) 

Regional Prioritization Framework 

• Primary focus: Zurich and Geneva regions (55% combined allocation) based on highest travel spend 
• Secondary focus: Basel and Ticino regions (30% combined allocation) with specialized targeting 
• Tertiary focus: Bern/Central Switzerland (15% allocation) with adventure/outdoor emphasis 
• Implement performance-based budget flexibility with quarterly reallocation based on booking patterns