The marketing organization Switzerland Tourism is expecting a record year for 2025 as a whole. A growth in overnight stays of one to two percent compared to the previous year is expected, as Switzerland Tourism Director Martin Nydegger told Blick.
The number of overnight stays rose by 2.6 percent to 42.8 million last year, as the Federal Statistical Office announced in February. The industry broke the overnight stay record of 2023 with 41.8 million overnight stays.
The industry needs a growth in overnight stays of one to two percent in order to cover all investments, said Nydegger in an interview published on Friday. Nydegger was unable to quantify the extent to which this growth was due to campaigns by the marketing organization – such as promotional videos with celebrities such as Roger Federer. “We internally assume that one in six guests can be attributed to our global marketing,” he said.
“Ridiculous” fees for celebrities in advertising videos
In an interview with Blick, Nydegger rejected the criticism that such campaigns stimulate overtourism. Switzerland Tourism does not want to put any additional pressure on the tourism hotspots. “With Roger Federer and Halle Berry, we are targeting less well-visited regions and want to attract more tourists to the autumn season,” he said. Nydegger’s general appeal when criticizing overtourism is: “Don’t turn a few places into a nationwide phenomenon.”
The director of Switzerland Tourism also emphasized that Federer had not personally earned anything from the campaign. The organization, which is half funded by public money, said it paid a “moderate contribution” to Federer’s foundation. It was agreed not to disclose the amount – including for other stars. If he were allowed to name the amount, “you would lean over the table and shake my hand at what a ridiculous amount these celebrities are promoting Switzerland,” Nydegger told Blick.
Budget 2026: Cut averted
The Federal Council wants to cut financial aid for Switzerland Tourism to advertise trips. The Council of States approved this on Thursday with 22 votes to 20. The savings effect over the years 2027 to 2029 amounts to a total of 34.1 million francs (persoenlich.com reported).
However, when adopting the 2026 federal budget on Friday, Parliament decided not to cut Switzerland Tourism by six million francs. The National Council had wanted to spend less money on advertising abroad, but ultimately had to acquiesce. The Council of States did not want to reduce this budget. (sda/cbe)
