Switzerland promotes its tourism destination in Xi'an

Twin Lakes of Interlaken, Switzerland. [Photo provided to en.xa.gov.cn]

Swiss National Tourism Board held a media conference on Aug 28 in Xi'an, one of China's hottest tourism destinations in Northwest China's Shaanxi province, to promote its tourist destinations.

Chang Dianna gives a speech at the media conference. [Photo provided to en.xa.gov.cn]

Chang Dianna, director of the Greater China Region of Swiss National Tourism Board, said at the event that Switzerland received over 42.8 million global tourist nights in 2024, an increase of 2.6 percent from the historical best record. Tourists from Greater China stayed in Switzerland for nearly 1.12 million nights, ranking first in the Asia Pacific market.

The director said that the board hopes to open a new chapter in tourism promotion in the Chinese market by leveraging various forms of traditional and cross-border cooperation: focusing on independent travelers, extending tourist stays, recommending staggered travel seasons, segmenting markets based on interests to plan destinations, promoting sustainable travel methods, while ensuring the harmonious and balanced development of the tourism industry and local industries, and striving to provide tourists with a better travel experience in Switzerland.

In May, the board reached a cross-border cooperation with the well-known Chinese dubbing studio team 729 Sound Factory to jointly launch the suspense radio drama "Magic Box".

The drama uses sound as a medium and integrates Switzerland's historical culture and natural landscapes through the protagonist's puzzle solving adventure.

The director stated that Swiss National Tourism Board hopes to establish emotional connections with Switzerland through radio drama themes that are popular among young audiences, allowing listeners to naturally follow the protagonist's exploration process.

At the event, the board provided a detailed introduction to transportation related information, including Swiss International Airlines, Swiss transportation system, European Railways, and Letia Railway.

It also introduced Zurich, the largest natural city in Europe, Geneva, the cradle of watches, Lucerne, which has an ancient city, a beautiful lake, and a unique mountain, the environmentally friendly town of Zermatt, which has no motor vehicles, and Davos, a natural paradise known as the location of the World Economic Forum.

On site guests immersed themselves in Switzerland's charm through captivating information and audio-visual experiences.

Swiss National Tourism Board returned to Xi'an after a long absence to hold promotional activities, expressing their desire and confidence in the Chinese outbound tourism market.