Lugano Region Director Massimo Boni will take on a new international role. Starting from January 1, 2027 will in fact be the new manager of Switzerland Tourism (ST) in Brazil, succeeding Fabien Clerc at the São Paulo office. This appointment represents a significant step both for the Ticino-born professional and for the national tourism promotion organization, which aims to consolidate its presence in one of Latin America's most dynamic markets.
The appointment comes at the end of a career spanning tourism, marketing, communications, and aviation, with experience gained both in Switzerland and abroad.
A path built in tourism
Massimo Boni brings over twenty years of experience in the tourism and destination promotion sectors. Since April 2022, he has been managing Lugano region, where he followed the strategic development of the tourist offering and the strengthening of the positioning of Ticino's main urban destination.
Before his experience in Lugano he had held the role of sales director for five years Engadin St. Moritz Tourismus, contributing, among other objectives, to the development of the Brazilian market. This experience allowed him to gain a first-hand understanding of the characteristics, expectations, and potential of a traveler base considered increasingly important for Swiss tourism.
His resume also includes positions in the aviation sector with Darwin Airline/Etihad Regional and activities in a Milanese marketing agency specialized in managing clients in the tourism sector.
International training and skills
Born in the Canton of Zurich and raised in Lugano, Boni graduated in Marketing and Communication at theUniversity of Italian Switzerland (USI).
In addition to her professional skills, she boasts a linguistic profile particularly suited to an international assignment: in addition to Italian and French, she speaks German and English and also has knowledge of Portuguese, an element that will facilitate communication with the Brazilian market.
The new challenge in San Paolo
Commenting on the appointment, Boni expressed enthusiasm for the new role, emphasizing that Brazil represents a context with great prospects for promoting Switzerland.
The future head of the Brazilian market recalled having already worked with this country in his previous professional experiences and wanted to further contribute to the strategic development and strengthening of Switzerland's image as a tourist destination.
Why Brazil is strategic
For Switzerland Tourism, Brazil is the largest market in Latin America and continues to show favorable growth prospects.
This evolution is also supported by direct air connections between the main Brazilian cities and European hubs, including Switzerland, making access to the country easier.
Brazilian visitors present particularly attractive characteristics for the Swiss tourism sector. Their average length of stay is longer than that of many other international markets, they demonstrate significant spending power, and they seek diverse experiences, ranging from mountains to cities, including art, culture, and wellness.
Another interesting aspect is seasonality. Many Brazilians choose to visit Switzerland in January, which helps distribute tourist flows more evenly throughout the year.
The objectives of Switzerland Tourism
According to Corinne Genoud, Chief Markets Officer West and member of the Management Board of Switzerland Tourism, Massimo Boni's appointment will further strengthen the organization's presence on the Brazilian market.
The strategy includes campaigns targeting different audiences, communication efforts through the media, influencers, and opinion leaders, and even closer collaboration with local tourism operators, with the aim of consolidating Switzerland's position among the most popular European destinations for Brazilian travelers.
Thanks to Fabien Clerc
Boni's arrival concludes the term of Fabien Clerc, who has led the São Paulo office for the past six years.
Switzerland Tourism expressed its gratitude for the work of the outgoing director, highlighting his contribution to the development of the Brazilian market. It also wished Massimo Boni all the best in his new role, which will begin in early 2027.
The role of Switzerland Tourism
Switzerland Tourism is a public corporation of the Confederation responsible for promoting Switzerland as a destination for holidays, business trips and conferences both domestically and internationally.
The organization develops marketing strategies geared towards growing demand and works closely with tourism industry operators. With approximately 280 employees, equivalent to 255 full-time positions, it is present in 21 markets through a network of 35 offices worldwide and stands out for its high level of self-financing compared to other national tourism promotion organizations.
