Switzerland Tourism brings 2024 showcase down under

Representatives reveal tourism focus points for the coming 12 months.

Engelberg © Switzerland Tourism

An audience of media and trade partners was hosted at the Consulate General of Switzerland in Sydney on Thursday 30 May for the Switzerland Tourism 2024 Australia and New Zealand showcase.

A contingent of representatives from the country’s most popular tourism attractions and regions were in attendance, alongside Sandra Babey, Director of Australia and New Zealand APAC, Sonia Holt of the Walshe Group, and new addition Lauren Thomas, marketing manager for Australia and New Zealand.

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Switzerland Tourism revealed 2023 data shows record-breaking numbers of Australians and Kiwis holidayed in Switzerland last year for an estimated average of 6.5 days. The organisation plans to encourage Australians and New Zealanders to spend more time exploring Switzerland, with promotion focused on key areas such as cultural experiences, hidden gems, eco-conscious travel, wine tourism, off-season travel during autumn and rail touring.

Limmat River, Zurich
Zurich © Adobe Stock

In attendance was Sales and Marketing Manager for South East Asia, Rudy Wiratno; and Market Manager of UK, South Korea, Australia, Japan and UAE, Andreas Nef of Swiss Travel System. Sales Manager Overseas, Peter Niederberger; and Korean representative, Se a Park, from Titlis Glacier Mountain in Lucerne. Plus Jungfrau Region Junior Market Manager, Kelly Joss; Pilatus Luzern Market Manager East, Manuela Blapp; Interlaken Director Markets, Renato Julier; Schilthorn Piz Gloria Head of Markets, Alan Ramsay; Zermatt Bergbahnen AG International Sales Manager, Claudia Wyss; and Switzerland Consul General, Rolf Frei.

alps of switzerland
Touring the alps © Switzerland Tourism

Switzerland Tourism news you can use

  • Cultural tours have launched in Zurich such as cheesemaking, public art cycle tours, surf lessons and ‘Made in Zurich’ city tours.
  • This year Lake Thun and Brienz cruises and adrenaline activities top Interlaken’s list of attractions.
  • Visitors can now enjoy direct sightseeing train connections with the GoldenPass Express to or from Montreaux.
  • The Jungfrau region is the best gateway to Jungfraujoch – Top of Europe, Grindelwald-First Top of Adventure, Schynige Platte – Top of Swiss Tradition and Harder Kulm – Top of Interlaken.
  • Stay at the bottom of the Eiger, Monch and Jungfrau mountains in one of five alpine villages: Grindelwald, Wengen, Murren, Lauterbrunnen and Haslital. Grand Hotel Belvedere in Wengen and Hotel Palace in Murren are planned to open in 2024.
  • Visit 007 film location Schilthorn Piz Gloria for the 360° restaurant, The Skyline Walk and Thrill Walk on the Birg peak, and the funicular train from Murren.
  • The Mürren-Birg and Birg-Schilthorn cable car routes are being replaced with the new Mürren-Birg route opening in December 2024 and the Birg-Schilthorn route in March 2025 and is set to be the steepest cable car ride in the world from Lauterbrunnen Valley to the Schilthorn peak.
  • The Luzern-Interlaken Express has been in operation since 1880 and transports guests between Interlaken and Luzern aboard a panoramic train.
  • Ride the steepest cogway railway in the world, climb the biggest rope park in central Switzerland and ride the brand new panorama trains (complete with glass ceilings and a fondue gondola in winter) on Mount Pilatus.
  • Kempinski Palace recently opened in Engelberg, offering easy access to Mount Titlis, Titlis Rotair – the world’s first revolving cable car, the Titlis Cliff Walk – Europe’s highest suspension bridge, and Titlis Glacier Cave.
  • The Matterhorn Alpine Crossing is now open, allowing visitors to travel between Zermatt in Switzerland and Cervinia in Italy – perfect for skiing in autumn and winter.
  • Discover the newest wine experience in the heart of the Alps with Swiss Wine Tours.
  • The Swiss Travel Pass provides unlimited travel by rail, boat, tram and bs plus up to 50% discounts or free travel on many mountain railways and cable cars, along with other activities and attractions.
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