Chinese tourists are very important to the Swiss tourism industry
Interview with Diana Chang, Director of Tourism Switzerland in China.
Reporter Liang Tong.
At the recent World Economic Forum Annual Meeting 2024, Stituto Nidegger, Director General of Switzerland Tourism, quickly became popular in China with his self-introduction of "My surname is Rui" and the interaction with Harbin. As an international ice and snow tourism destination, Switzerland is keenly aware of the boom in ice and snow tourism in China driven by the popularity of Harbin, and hopes that more and more Chinese tourists will come to Switzerland to enjoy the world-renowned ice and snow scenery. The reporter of this newspaper recently interviewed Chang Dianna, director of the Chinese region of the Swiss National Tourism Administration, about the charm of Swiss ice and snow tourism and the attraction of Chinese tourists.
Reporter: Mr. Nideger's introduction to Swiss tourism in Davos has ignited the enthusiasm of Chinese who love ice and snow tourism to "go to Switzerland". Why does Switzerland attract Chinese tourists?
Diana Chang: Switzerland Tourism has long regarded the Chinese market as the key. Since opening an office in China in 1998, it has been actively and steadily promoting Switzerland as a tourist destination for Chinese tourists. Before the pandemic, China was Switzerland's third largest source of foreign tourists. Since September 2023, China has once again become the most important source market in the Asia-Pacific region. Chinese tourists visiting Switzerland have high spending power, with data showing that the average daily spending per capita is 380 Swiss francs (about 3,000 yuan). Chinese tourists are not only large in size, but also have a high economic value, which is very important for the Swiss tourism industry.
Reporter: Switzerland is one of the world's famous winter destinations. At present, driven by some domestic cities with better resource endowments, ice and snow tourism is becoming increasingly popular in China. For Chinese snow and ice tourists, with more and more domestic options, the unique charm of Switzerland is reflected in the **?
Dian Chang: Snow tourism has been around in Switzerland for more than 150 years. The Alps are the birthplace of modern snow tourism, with the first skiers appearing on Swiss ski resorts as early as the middle of the 19th century. At present, there are more than 200 ski resorts in Switzerland, among which Davos, Lex, Jungfrau region, Schilthorn, Titlis, Zermatt, Saas-Fee, St. Moritz are famous all over the world. Whether you're looking down a slope, sledding through a snowfield or conquering a snowy mountain on foot, there's something perfect for all kinds of snow sports in Switzerland, whether it's snowboarding, sledding through snowfields or conquering snowy mountains on foot. High-quality dining** and world-class hospitality, as well as a sense of security, comfort and relaxation with top-notch infrastructure, are all unique and exclusive advantages of Switzerland.
Reporter: China recently granted Switzerland a unilateral visa waiver to strengthen people-to-people and cultural exchanges between the two countries. Given that tourism is an important part of people-to-people exchanges and an important component of a country's international image, how do you think tourism can bring the people of China and Sweden closer together?
Diana Chang: Tourism is the best way to expose people to different cultures and broaden their horizons. Outbound travel stimulates curiosity, which in turn leads to openness and a more inclusive mindset. Vacations are a joyful thing, and I firmly believe that tourism can inspire and promote friendship and understanding between the two peoples, and can also make happiness the main theme and play a positive role in building a more peaceful world.
Reporter: Does Switzerland have any plans to provide better protection and services for Chinese tourists to travel to Switzerland in the near future? What advice would you give to Chinese tourists visiting Switzerland?
Diana Chang: Tourism is a key driver of the Swiss economy, which has a long tradition of providing world-class hospitality. With a presence in 26 countries, Switzerland Tourism attaches great importance to the needs and customs of the local market. In China, we work closely with our travel partners to fully understand the travel behaviour and specific needs of Chinese tourists, and regularly provide feedback to the Swiss tourism industry on the results of the research and relevant recommendations to ensure that we can provide high-quality services to Chinese tourists. When it comes to advice for Chinese tourists, I really hope that they will spend more time in every part of Switzerland and really explore and feel the charm of the place. Turn off your phone, relax, and enjoy your journey, there's nothing quite like that.