Switzerland is seeing a surge in interest from Indian travellers beyond the summer months, as more tourists from India begin exploring the Alpine nation during autumn and winter. With over 602,000 overnight stays recorded in 2023, India has become Switzerland’s seventh-largest foreign market, and the number is expected to rise to over 900,000 in the next five years.
This shift in travel patterns was highlighted at a recent press event hosted by Switzerland Tourism at the residence of Martin Maier, Consul General of Switzerland, in Mumbai. Present at the event were Martin Nydegger, CEO of Switzerland Tourism, Christian Schoch, Director India, and Ritu Sharma, Deputy Director and Marketing Head for India. They discussed the growing appeal of off-peak seasons for Indian travellers and emphasized the importance of promoting a year-round tourism strategy.
Traditionally, Indian tourists have favoured Switzerland during the summer, particularly in May and June, coinciding with school holidays and as a means of escaping the Indian heat. However, recent years have seen a marked change, with a growing number of Indian travellers—especially couples, friends, and solo explorers—now visiting Switzerland in the autumn and winter months.
Martin Nydegger, CEO, Switzerland Tourism, commented, “Our strategy for India is clear: ‘Travel Better,’ focusing on quality, longer stays, and promoting the Swiss Travel System. India is a key market, and we are steering travellers towards exploring Switzerland in all seasons, not just summer.”
This evolving trend is driven by the desire to experience Switzerland’s iconic autumn landscapes and festive winter offerings, such as Christmas markets, snow-shoeing, sledging, and scenic winter excursions. Non-skiing activities have become particularly popular with Indian travellers, as winter in Switzerland was once seen primarily as a skiing destination, which limited its appeal for many.
“Switzerland is not just a summer destination for Indian travellers,” said Christian Schoch, Director India, Switzerland Tourism. “Autumn and winter provide unique experiences, from fall foliage to Christmas markets. We want Indian tourists to enjoy the beauty of these seasons as much as they love our summers.”
Recognising India’s potential as one of its top three focus markets, South African Tourism is focusing on regions with rising discretionary spending on international travel. Aimed at attracting 100,000 inbound travellers from India by the end of 2024, the program will take place in Chandigarh, Nagpur, and Kochi. The workshops will educate over 600 travel trade partners on South Africa’s diverse offerings, equipping them to market the destination more effectively.
Key destinations popular with Indian visitors, such as Zurich, Lucerne, and Interlaken, offer a range of seasonal experiences. Zurich, known as the financial capital, turns into an autumn paradise with cool temperatures and changing colours. Lucerne transforms into a winter wonderland with Christmas lights, the LiLu Light Festival, and live concerts. Interlaken, the adventure capital, offers adrenaline-fueled activities like paragliding and kayaking year-round.
Switzerland Tourism has launched several campaigns to highlight these seasonal attractions, including collaborations with tennis legend Roger Federer and Indian ambassador Neeraj Chopra, who is fronting the winter campaign.
With growing interest in sustainable travel, Switzerland’s ‘Travel Better’ campaign encourages Indian travellers to opt for extended stays, enabling a deeper connection with local culture and using the efficient Swiss Travel System.
As Indian tourists continue to explore Switzerland across seasons, the country remains committed to promoting its lesser-known offerings and maintaining its position as a top international destination for Indian travellers.
