Tourism in Switzerland is undergoing a transformation that reflects broader changes in the international landscape. In a context marked by geopolitical instability and evolving travel habits, interest in local, less crowded destinations that offer authentic experiences is growing.
It is along these lines that the new campaign “Verliebe dich in schöne Orte!” launched by Switzerland Tourism, with the aim of highlighting the country's widespread heritage and directing visitors to lesser-known destinations. The initiative is aimed primarily at the domestic public, encouraging visitors to rediscover Switzerland's rich culture and landscapes away from traditional tourist routes.
Micro-trips and new sensibilities
Among the emerging concepts in Swiss tourism is "microtravel," introduced in 2025 by French sociologist Rémy Oughiri. The idea is based on the possibility of enjoying meaningful experiences without long journeys, favoring easily accessible destinations.
This trend is further strengthened by recent international tensions, which are making global tourist flows less predictable. In this scenario, the choice to stay close to home becomes not only a practical solution, but also a new form of mindful exploration.
The strategy is part of the broader “Travel Better” program, promoted by the tourism board itself, which aims to distribute visitors more evenly across time and space, reducing pressure on the most popular destinations.
The role of ISOS and the value of minor places
At the heart of the campaign is the Federal Inventory of Swiss Heritage Sites (ISOS), which includes sites of national importance that represent the country's cultural, architectural, and landscape diversity.
Fifteen locations have been selected for 2026, spread across all linguistic regions. These are villages, towns, and small centers, often far from the main tourist routes, but rich in identity and history.
From the Doubs Valley with Saint-Ursanne to the vineyards of Auvernier, passing through the Alpine village of Taveyanne without electricity, to Meride at the foot of Mont Saint-Georges, these destinations represent a widespread heritage that tourism in Switzerland intends to bring back to the forefront.
Some examples highlight the diversity of the region: Ernen, known for its international music festival, or Birsfelden, where the industrial architecture of its hydroelectric plant becomes an element of cultural interest. Even small towns like Soazza or Sent tell unique linguistic and territorial stories, contributing to the country's diverse identity.
A campaign that focuses on digital
From a communications perspective, the initiative marks an evolution in promotional strategies. For the first time, the campaign is being broadcast across a network of digital screens at major Swiss railway hubs.
From April 13th to 26th, animated images of selected destinations will be shown on over fifty displays, offering travelers an immersive and immediate experience. The goal is to engage audiences in places they pass through daily, sparking curiosity and inspiration.
The reference platform remains the official portal Switzerland.com, where detailed information on the places involved and the suggested itineraries is collected.
Continuity with the post-pandemic period
The campaign builds on the initiatives developed in the years following the COVID-19 pandemic, when tourism in Switzerland had already begun to diversify its offerings to meet a more fragmented demand.
Then, as now, the focus is on the quality of the experience rather than the quantity of visitors. The goal is to broaden the perception of Switzerland as a tourist destination, going beyond iconic destinations and highlighting lesser-known but no less significant regions.
A sector between promotion and sustainability
With approximately 280 employees spread across 35 offices and 21 markets, Switzerland Tourism continues to operate as a central player in the promotion of the country, supported by public funds and the contribution of the tourism industry.
In an ever-evolving context, the challenge remains to combine attractiveness and sustainability, maintaining a balance between economic development and heritage protection.
The growing interest in local travel suggests that tourism in Switzerland could find one of the keys to the future in the local dimension: less crowding, greater authenticity, and a new relationship between traveler and territory.
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