Switzerland promotes its tourism destination in Xi'an

On Wednesday, the Swiss National Tourism Board held a media conference in Xi'an, one of China’s hottest tourism destinations in Shaanxi province in Northwest China, to promote its tourist destinations.

Daniela Chiani, Greater China Director at Switzerland Tourism, announced that Switzerland recorded over 42.8 million overnight stays worldwide in 2024, marking a 2.6 percent increase from its previous record. Tourists from Greater China accounted for nearly 1.12 million overnight stays, ranking first in the Asia-Pacific market.

Switzerland Tourism aims to open a new chapter of travel promotion in the Chinese market through both traditional and cross-sector partnerships. The focus is on independent travelers, longer stays, off-peak visits, interest-based destination planning, and sustainable travel. The initiative seeks to balance the development of the tourism industry with local communities, while providing visitors with a richer experience in the country.

In May, Switzerland Tourism partnered with the renowned Chinese dubbing studio 729 Sound Factory to launch the suspense radio drama Magic Box. Breaking away from traditional promotion methods, the drama uses sound as a medium to immerse listeners in Switzerland’s iconic cultural landmarks and natural landscapes through the protagonist‘s puzzle-solving adventure. It will be broadcast on audio and video platforms such as Weibo and Ximalaya, offering Chinese audiences a unique way to experience the beauty of Switzerland through sound.

At the event, Switzerland Tourism provided a detailed introduction to transportation options, including Swiss International Air Lines, the Swiss transportation network, Rail Europe, and the Rhaetian Railway.

It also introduced key destinations: Zurich, the largest city in Switzerland and a major international financial center; Geneva, the cradle of watchmaking; Lucerne, featuring an ancient town, a scenic lake, and unique mountains; Zermatt, an eco-friendly car-free village; and Davos, a natural paradise best known as the host city of the World Economic Forum.

On-site guests experienced Switzerland’s charm through engaging information sessions and immersive audio-visual presentations. After a long hiatus, Switzerland Tourism returned to Xi’an to host promotional activities, demonstrating its strong interest and confidence in the Chinese outbound tourism market.