The Swiss government is stepping up efforts to attract Filipino tourists, hoping to fill hotel rooms during the country’s less busy periods.
Switzerland tourism director Batiste Pilet emphasized the importance of targeting emerging markets like the Philippines, which has shown significant growth in overnight stays.
Pilet said more than 60 percent of visitors from the Philippines spend an overnight in Switzerland during off seasons or spring and autumn.
The Philippines is a small market for Switzerland, only contributing more than 80,000 visitors in 2023 compared to its Southeast Asian peers that brought in around 125,000 to 234,000 tourists in the same year.
Its growth rate in terms of overnight volume, however, was the highest at 74 percent between 2019 to 2023, said Pitel.
Prior to the pandemic, the overnight hotel stays by guests from the Philippines were at 46,000.
“It’s a small market but worldwide, it’s our strongest growing market,” Pitel said.
On top of tourism, Switzerland conveyed its interest to sustaining growing interaction with Manila, especially on trade and investment as well as peace in Mindanao.
“The economic exchanges fostered by our free trade agreement but also the new Swiss Chamber of Commerce not only enhance development but also bring our nations closer together,” Swiss Ambassador to the Philippines Nicolas Brühl said in his speech.
“Switzerland’s contribution to the peace process in the Bangsamoro Autonomous Region in Mindanao demonstrates our commitment to fostering peace and stability,” he added.