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Switzerland Tourism is expecting an eight per cent increase in hotel overnight stays and targets reaching over 5.5 lakh Indian tourists this year. Switzerland saw about 5 lakh hotel overnight stays from India in 2012, a marginal rise of three per cent compared to the previous year. “The rupee depreciation has had an impact on tourist arrivals last year. However, India is a strong market for Swiss tourism. We have seen Indian travellers evolve. They are now seeking a variety of experiences, rather than just sight-seeing,” said Ritu Sharma, Deputy Director-India, Switzerland Tourism.
As part of its promotional activity plans for India, Switzerland Tourism will be launching a special segment called ‘Living Traditions’ for Indian travellers. This segment will focus on experiential travel and showcase some of the age-old traditions of Switzerland. “‘Living Traditions’ will highlight the watch-making industry’s farming connections, a relationship that dates back to the 18{+t}{+h} century,” Sharma said. Tourists can also participate in cheese-making and visit the traditional chocolate makers.
As a part of the theme, Switzerland Tourism has introduced almost 100 activities to provide visitors an experience of the Swiss traditions. Switzerland Tourism will also focus on MICE (meetings, incentives, conferences, and exhibitions) this year. “Switzerland is becoming more and more popular with small groups of 100-200 people as well as for large movements. MICE groups have grown by more than 22 per cent in the year 2013 as compared with the previous year,” said Stephan Heuberger, Director, Switzerland Tourism India.
Switzerland Tourism will undertake varied marketing activities for 2013, such as consumer outreach programmes, advertising campaigns on TV and in print and training programmes for travel agents. It will also launch an official Facebook page with an Indian feed, followed by other social media such as Twitter and Pinterest for better interaction with its audience.
> nivedita.ganguly@thehindu.co.in
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