Switzerland Tourism Showcases My Swiss Journey Exhibition

Switzerland Tourism Showcases My Swiss Journey Exhibition

Switzerland Tourism reaffirms its commitment to sustainable travel and year-round tourism through its ‘Travel Better’ strategy and the interactive My Swiss Journey exhibition. As the Southeast Asian travel market stabilizes, Switzerland continues to attract Malaysian travellers with its breathtaking landscapes, rich culture, and commitment to responsible tourism.

This is my first time attending the Switzerland Tourism event and I am impressed with the exhibition as well as the presentation by the speakers. Thank you Premium Travel (Joseph and Jasper) for the invitation for this event and this is an eye-opener for me.

A Positive Outlook for Southeast Asia Travel

Despite local challenges, Switzerland Tourism remains optimistic about growth in Southeast Asia, the strongest recovering market in Asia compared to 2019 (+13.9%). Although the region experienced an 11.6% decline in 2024 from 2023, Malaysia remains a key market due to Switzerland’s reputation for safety, cleanliness, and efficient public transport. According to Tourism Monitor Switzerland (TMS), Southeast Asian visitors are primarily drawn to Switzerland’s nature (16%) and panoramic landscapes (14%).

“We are confident in the steady growth of Malaysia as a key market for Switzerland Tourism and will continue to promote new offerings, including lesser-known destinations,” said Batiste Pilet, Director for Southeast Asia, Switzerland Tourism.

I am very impressed by the statistic as I know that there are many countries are yet to recover the tourist numbers since the pandemic. Considering Switzerland is targeting the medium upper market and to have the growth over 40%, the numbers are simply fantastic.

Strategic Focus: Travel Better

At the press conference on 14 March 2025 at Eslite Spectrum, Starhill Gallery, Kuala Lumpur, Switzerland Tourism highlighted its Travel Better strategy. Simon Bosshart, Chief Market Officer (East), Switzerland Tourism, outlined five core principles shaping the future of Swiss tourism:

• Promoting year-round tourism to ensure a balanced visitor flow across all seasons.

• Managing visitor flows to alleviate overcrowding.Encouraging longer stays for deeper cultural and natural engagement.
• Integrating sustainability through the Swisstainable initiative.
• Ensuring compatibility between tourism and local community welfare.

“Sustainability is at the heart of how we experience and share Switzerland. With our ‘Travel Better’ strategy, we encourage visitors to explore thoughtfully—staying longer, traveling year-round, and immersing themselves in our culture while preserving what makes Switzerland so special,” said Simon Bosshart.

The presentation is insightful and great to know that Malaysia is one of the key markets for Tourism Switzerland.

I am happy to meet some of the key people from Switzerland Tourism and I hope to work with them in the future. Switzerland is always one of the countries in my bucketlist and if you want to check out My Swiss Journey Exhibition, do check out the details below.

My Swiss Journey: A Unique Swiss Travel Experience

Switzerland Tourism, in collaboration with Sedunia Travel and Premier Travel magazine, introduces My Swiss Journey, Malaysia’s first travel personality test exhibition, running from 1 March – 7 April 2025 at Eslite Spectrum, Starhill Gallery, Kuala Lumpur.

Key Highlights:

• Personality Test: Discover your ideal Swiss travel style through interactive games.
• Immersive Exhibition: Engage with Swiss travel videos, traditional paper-cutting art, and exclusive postcard giveaways.
• Travel Talks: Gain insights from influencers, bloggers, and destination experts during weekend sessions.
• Lucky Draw: Stand a chance to win a round-trip flight to Switzerland and a first-class Swiss Travel Pass by participating in designated tasks.

The press conference was attended by H.E. Chantal Moser, Ambassador of Switzerland to Malaysia, along with Simon Bosshart, Batiste Pilet, Teoh Leng Lan, Executive Director of  Sedunia Travel, Joseph Seow, Editor in Chief of Premier Travel magazine.

Additionally, Premier Travel magazine and MY FM radio host and travel KOL, Derting, recently filmed nine travel videos showcasing Switzerland’s diverse experiences, which will be featured at Eslite Spectrum throughout the exhibition. The event will also host 13 Swiss-themed sharing sessions on weekends in March, featuring experts and influencers offering unique perspectives on Switzerland’s year-round attractions.

Switzerland’s Year-Round Appeal

Switzerland Tourism continues its all-season approach, catering to various traveller personas—from adventure seekers and families to culture enthusiasts and luxury travellers. With its unparalleled landscapes, world-class hospitality, and sustainable initiatives, Switzerland remains a top destination for Malaysian travellers. For more details, please refer to www.myswitzerland.com

My Swiss Journey
Dates: 1 March – 7 April 2025
Time: 10:00 am – 10:00 pm
Location: Eslite Spectrum, Starhill Gallery, Kuala Lumpur

For more details on My Swiss Journey and to enter the lucky draw, visit: www.premiertravel.com.my/myswissjourney