On a grey and showery afternoon on Thursday 30 April, Sydney’s travel media gathered in the refreshing Sun Room of Bar100 in The Rocks to celebrate the launch of the Grand Tour of Switzerland (GToS). Redolent with British aristocrats receiving a Continental education, the Romantics waxing lyrical on the sublime and the first tours conducted by Thomas Cook in the 19th century, the latest initiative from Switzerland Tourism revives the Grand Tour for the 21st century.
Covering the nation – itself only two thirds the size of Tasmania, as Mark Wettstein, Director, Australia & New Zealand, pointed out – are signposted roads suggesting a path less travelled. The entire route stretches 1600km, taking visitors through the country’s most beautiful and picturesque regions, spread across four linguistic regions, crossing five mountain passes, 11 UNESCO World Heritage sites and 22 lakes. The GToS can be completed as a whole over six to eight days, or done in parts. Entirely self-guided, it allows the visitor to discover as much or as little as they choose.
The launch of the GToS was also accompanied by the launch of the Grand Train Tour of Switzerland, a truly relaxing and scenic way to discover this extraordinary destination.
Over a lunch of squid, salad, gnocchi and scotch fillet, LATTE and other media guests were absorbed into the beauty of Switzerland through the campaigns’ immersive videos, telling the story of travellers on the road and the characters they encounter. Travellers are able to download the app or take a virtual tour online.
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