Operators specialising in the Swiss market – known for its high-spending, long-staying travellers – have highlighted the potential to develop personalised marketing campaigns that depart from South Africa’s general strategy of lumping Switzerland with Germany and Austria.
According to a 2024 survey conducted by travel insurance provider Europ Assistance, Swiss travellers budgeted an average of US$4 783 for their annual vacations (66.5% higher than the European average of US$2 872).
Herbert Weber, MD of Zurich-based tourism representation company HFW Services, said South Africa is missing out on attracting more of these high-end travellers due to marketing broadly to the DACH region (Germany, Austria and Switzerland).
“Switzerland is not a side market of Germany or Austria but a highly developed, high-spending outbound market with its own travel patterns, booking cycles and distribution channels. The Swiss travel trade operates separately from Germany: own tour operators, agencies, media and trade associations. But a DACH office naturally prioritises Germany,” said Weber.
According to Stats SA, between January and July 2025, Switzerland was South Africa’s seventh-largest European source market, accounting for 23 788 travellers (5.4% year-on-year growth). However, this is still 18% behind the 28 993 arrivals recorded in pre-COVID 2019.
“Switzerland is a small market by numbers but big in value. Swiss travellers are among the highest-spending per capita globally with a strong affinity for luxury and outdoor adventure,” said Isabelle Deschamps, Founder and Director of tour operator BELAFRIQUE.
“After speaking with our Swiss agents, it’s clear that visibility could be strengthened – many travellers still know surprisingly little about South Africa as a destination. A more targeted Swiss approach would therefore be valuable. Switzerland is worth treating as its own niche and not just a subset of DACH.”
Weber said countries with dedicated tourism marketing offices in Switzerland reap rewards.
“Destinations with their own Swiss office, such as Spain and Thailand, achieve stronger market share, better media exposure and deeper long-term relationships with tour operators and agencies. Without local presence, Switzerland’s unique value – high spending, long stays, strong loyalty – risks being overshadowed by Germany.”
Targeting interests and preferences
Deschamps emphasised the need to market directly to the Swiss market’s interests in areas such as wine and food, golf, wellness, boutique luxury and service excellence.
“It would also be valuable to lean into the Swiss love of nature and adventure, which includes safaris, trekking, marine wildlife and wilderness escapes while highlighting the convenience offered by direct flights on Edelweiss and SWISS.”
To tap into the market, a few focus areas could “make all the difference”, according to Deschamps.
“While direct flight connections exist from Zurich to South Africa, capacity remains limited and fares can be high. Higher-spending guests value convenience and are more likely to be deterred by limited flight choice so expanding options would make the destination more accessible,” she added.
Deschamps emphasised that efficiency of travel experiences is top of mind for Swiss travellers.
“Swiss travellers value efficiency so smooth booking processes, clear information and strong partnerships with Swiss agencies are essential. From the moment of arrival to every stage of the journey, guests want to feel safe, cared for and seamlessly looked after,” said Deschamps, adding that safety is also a key consideration.
“Safety is often part of the conversation although the upmarket guest is usually at ease, reassured by the level of service, curated itineraries and the attentive way journeys are managed. Raising South Africa’s profile within Switzerland would not only dispel misconceptions but also help unlock new demand from travellers who are still unfamiliar with what the country offers.”
Weber pointed out that, while over 62% of Switzerland’s population comprises native German speakers, a significant proportion are native French and Italian at 23% and 8% respectively. DACH strategies neglect this, he added.
“Often DACH marketing campaigns only focus on the German-speaking parts of the country, neglecting the French and Italian share of the market, which is significant.”
