Switzerland Tourism (ST) and the Conference of Regional Tourism Directors of Switzerland (RDK) want to better understand the importance of tourism for the population. A representative survey has now confirmed that tourism is considered extremely important and causes concern to very few people. However, the industry is still treating this issue seriously and taking proactive action against it.

Today in Zurich, Martin Nydegger, Director of ST, and Damian Constantin, President of the RDK, together with other experts, presented the results of a population survey on ‘Tourism Acceptance’ in Switzerland.

The term ‘overtourism’ is something that the Swiss public and affected communities are regularly concerned about. The survey, conducted across all of Switzerland in April/May 2024 by the Zurich market research company Insight Institute AG on behalf of ST and the RDK, serves to gain a deeper understanding of tourism acceptance and the importance of tourism in Swiss society. The study results clearly show that the Swiss population generally views tourism positively and rates its importance highly. The majority of the population is not worried about tourism; with only a small minority (5% of respondents) showing concern.

 

Pride in and recognition of the importance of the industry

Pride in the attractiveness of Switzerland as a destination for guests from all over the world is prominent among 78% of participants in the survey. In addition, people with close professional ties to tourism, as well as the population in tourist hotspots and Swiss cities, attach great importance to the industry. The same applies to older participants and participants in French-speaking Switzerland and the Italian-speaking canton of Ticino. Participants attach particular importance to the positive effects on the economy, labour market, infrastructure, and culture and leisure facilities, which are diverse and attractive thanks to tourism in the country.

 

Social challenges in tourism

According to participants in the survey, the top five problems perceived in connection with tourism are: inflation (10.4%), pollution and littering (9.7%), traffic problems (9.6%), limited living space (9.4%) and damage to nature and the environment (8.4%). These issues are particularly prevalent among participants based in tourist hotspots. The population also perceived a certain lack of respect from tourists – be it towards local residents, their families or their surroundings and the environment. All these problems are generally recognised challenges for society as a whole, but they are not at all or only indirectly related to tourism.

 

While the tourism industry sensitises and informs, ST guides

There is no widespread overtourism in Switzerland. However, localised and temporary bottlenecks are evident. Both the tourism industry and ST are aware of this issue and take the concerns of the local population very seriously, even if they only affect a small minority. ‘We want to proactively address the issue in a number of ways: information and awareness-raising together with local stakeholders, providing incentives especially for locals, as well as new, original tourism incentives such as the recent Glacier e-bike tour from Valais to Graubünden via Central Switzerland,’ explains Damian Constantin, President of the RDK.

 

There is no ‘overtourism’ in Switzerland, only serious bottlenecks

‘Mass tourism or overtourism is not a new phenomenon worldwide, but it is not widespread in Switzerland,’ emphasises Martin Nydegger, Director of ST. ‘What we are dealing with in this country are temporary and localised bottlenecks that are well known to the tourism industry and ST. We are taking these local situations very seriously. We do not operate our tourism alongside the population, but with it.” With this in mind, the tourism industry and tourism marketing are directing the right guests to the right places at the right time. Seasons are being extended, for example autumn is being promoted. The diversity of Switzerland is showcased worldwide so that travellers are better distributed, immerse themselves more deeply and stay longer. With the Swisstainable industry programme, the sector is continuously promoting sustainable tourism and thus also its social compatibility.

 

In this way, the Swiss tourism industry actively ensures that tourism will continue to take place in harmony with the population in the futur