89 Prozent der Schweizer Wohnbevölkerung unternahmen im Jahr 2023 mindestens eine Reise mit einer oder mehreren auswärtigen Übernachtungen. Durchschnittlich wurden 2,9 solcher Reisen pro Person verzeichnet, 11 Prozent mehr als 2022. Über ein Drittel (36 %) dieser Reisen fanden in der Schweiz statt, 64 Prozent im Ausland. 

Der Bundesrat will sparen. Der Tourismus, ein wichtiger Wirtschaftssektor der Schweiz, ist davon besonders betroffen. HotellerieSuisse begrüsst die Sparbemühungen des Bundes, spricht sich gleichzeitig aber gegen die vorgesehenen Massnahmen aus. Denn mit dem Entlastungspaket 27 drohen Kürzungen bei zentralen Förderprogrammen wie Schweiz Tourismus, Innotour und der Neuen Regionalpolitik.

Beyond its creative and cultural impact, film plays a powerful role in driving economic growth. Film tourism is now one of the fastest-growing sectors in the industry, with some destinations seeing a lasting uplift in visitor numbers. One of the most well-known examples is The Lord of the Rings, which has firmly established film tourism as a major contributor to New Zealand’s visitor economy, adding around NZ$32.8 million in annual visitor spending.

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Film and television are some of Britain's most influential cultural exports, shaping how audiences around the world see and experience the country. British destinations have capitalised on the global appeal of their locations being featured in films like Harry Potter, which has contributed to a 120% increase in visitors at Alnwick Castle, and Braveheart, which resulted in a 300% increase in tourism to Scotland after its release. Recent research by VisitBritain highlights the increasing influence of film and TV on travel decisions, with 9 in 10 potential visitors keen to explore filming locations and 7 in 10 having already done so in the past decade.

As two of the most influential and digitally immersed generations, Gen Z and Gen Alpha are reshaping how DMOs interact with gamified storytelling. Born into the digital age, these generations exhibit unique preferences, values and behaviours that significantly impact how they travel.

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With X. Design Week approaching, here at the Digital Tourism Think Tank, we have been exploring generational characteristics in the midst of preparing for our Generational Intelligence sprint. We've examined the characteristics of both generations and their shared affinity for gaming and immersive experiences, evaluating how DMOs are leveraging these trends to encourage digital engagement that inspires travel.

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While Gen Alpha is still an emerging market, it represents a strategic focus for forward-thinking destinations. DMOs need to prepare now for these digitally immersed audiences whose relationship with technology will fundamentally shape their travel expectations and decisions. As gaming's influence in tourism continues to grow, destinations that fail to engage with these platforms risk missing crucial opportunities to connect with these future travellers.

Ein neuer Leitfaden von Hotelle­rie­Suisse, der Schwei­ze­ri­sche Arbeits­ge­mein­schaft für die Berggebiete und weiteren Partnern zeigt Lösungs­an­sätze auf und betont die Bedeutung eines offenen Dialogs in den Gemeinden.

Beim 6. ERFA-Meeting des Destination Labs in Saignelé­gier tauschten sich Vertreter aus 36 Destina­tionen über die Rolle von Events im Tourismus aus. Im Fokus: Wie Veranstal­tungen gezielt zur Attrak­ti­vität, Besucher­len­kung und saisonalen Resilienz beitragen.

48 professionnels du tourisme se sont réunis le 20 mars 2025 au Centre Loewenberg, le centre de formation des CFF, à Morat (FR), pour un «Work Café» intitulé «Sans mobilité durable, pas de tourisme durable». L'événement était organisé par l'ASMT en collaboration avec HotellerieSuisse et les CFF. L'Union fribourgeoise du Tourisme, Vaud Promotion et Valais Wallis Promotion ont apporté leur soutien en matière de communication. La manifestation a été animée par Anne Sophie Fioretto, professeur à l'Institut de tourisme de la HES-SO à Sierre. 

The tourism industry is embracing advances in artificial intelligence (AI) and data-driven technologies as destinations leverage these tools to enhance visitor experiences, optimize operations and strengthen local economies.

Jackson Hole Travel and Tourism Boards' work with Datafy is a good example, with the pair partnering to develop a data dashboard for sustainable tourism management.

Meanwhile, NYC Tourism + Conventions claims to have developed the first-ever meetings and conventions planning AI-powered chat platform created to suit the needs of business event professionals. Additionally, Visit Isle of Man has launched an innovation challenge inviting developers to create new tools for visitor services using AI.

How the world sees the United States as a tourist destination is evolving, with international arrivals down as the global community adjusts to the policies, tariffs and actions of President Donald Trump's administration.

Some travel industry members have adjusted their economic outlook, and a number of governments have responded in an official capacity. A handful of countries, including Great Britain, Finland, Germany, Canada, the Netherlands and Denmark, issued warnings in recent weeks about traveling to the U.S., with some citing instances of European travelers being detained at American borders.

Travelers are reacting, too. Data published by the National Travel and Tourism Office showed March inbound visits via air to the U.S. from other countries (not including Canada and Mexico) dropped 11.4% compared to the same period in 2024. Inbound air travel from Mexico dropped nearly 23%.

The dip comes after a February scenario analysis from Tourism Economics anticipated international visits to the U.S. would fall 12.7% below baseline in 2025, should trade wars continue and grow.

Seasonal storytelling plays a key role in destination marketing, shaping how places are experienced throughout the year. Whilst autumn has traditionally dominated seasonal campaigns, with its cosy aesthetic and strategic positioning as an off-season opportunity, spring offers equally compelling marketing potential that remains overlooked. With its lengthening days and vibrant natural renewal, spring creates a distinctive opportunity for destinations to be showcased in immersive and creative ways.

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At the Digital Tourism Think Tank, we've identified a significant strategic gap in spring-focused destination marketing. Through innovative approaches and engaging use of social media platforms, destinations can develop compelling spring narratives that highlight unique seasonal experiences and characteristics, drawing attention to attractions that potential visitors might not be aware of.

In an increasingly visual digital landscape, destination marketers are discovering an often-overlooked dimension of travel experiences: sound. Soundscapes — the collection of acoustic elements that define a place — are emerging as powerful tools for tourism promotion, offering immersive experiences that connect with travellers on a deeper level.

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Sound has a unique ability to evoke emotional responses and create lasting memories. When we hear the crashing waves of a coastline, the bustling energy of a city market or the serene quiet of a forest, these auditory experiences transport us to places both familiar and new. Research by the BBC highlights the transformative impact of natural sounds on people's mental health, demonstrating the strategic value of investing in audio content development to build positive connections to destinations before arrival. Tourism marketers are increasingly harnessing this sensory connection to differentiate their destinations and create more authentic representations of place.

Travelers from several countries say they are less likely to visit the U.S. as a result of the political environment and policies of the Trump administration, according to an exclusive new survey from Skift Research. 

Among the findings: Nearly half (46%) of respondents across five countries surveyed say they are less likely to visit the U.S. due to Donald Trump’s presidency, with negative sentiment strongest in Canada (62%) and Germany (59%).

Survey results reflect the sentiment of 1,250 respondents who said they planned to travel internationally in the coming year from five countries: Canada, Germany, India, Mexico, and the United Kingdom. 

Die Tourismusbranche – und damit auch die Hotellerie – hat nach der Pandemie vielerorts überraschend Rekordzahlen erreicht. Gleichzeitig steht der Tourismus vor tiefgreifenden Veränderungen, die das traditionelle Verständnis von Reisen und Freizeitmobilität infrage stellen. Ein neues Buch von Branchenexperten der Universität St. Gallen beleuchtet diese Entwicklungen und fragt: Steht das klassische Verständnis des Tourismus vor dem Ende?

L’Institut Tourisme de la HES⁠-⁠SO Valais-Wallis organise, en collaboration avec le Parc naturel Pfyn-Finges et le Forum Paysage, Alpes, Parcs (FoLAP), le sixième colloque national sur la recherche dans les parcs d’importance nationale et les sites du patrimoine mondial de l’UNESCO. Ce colloque, qui se tiendra les 30 et 31 octobre 2025, sera principalement consacré au thème « Tourisme et loisirs de proximité ».

Airlines including Delta Air Lines, American Airlines, Southwest Airlines and United Airlines cut their earnings forecasts in recent weeks amid a shifting economy and tensions around trade policies coming to a head.

Consumer confidence has also become an issue, dropping significantly last month and marking the “largest monthly decline since August 2021,” according to Stephanie Guichard, senior economist of global indicators for The Conference Board. Last week, the United States Federal Reserve stated that “uncertainty around the economic outlook has increased,” and in February, Tourism Economics released a scenario analysis that dove into the ramifications should trade wars expand, suggesting a sizable impact on the travel industry. 

Die drei Bündner Regionen Lenzerheide, vorderes Prättigau und Engadin Samnaun Val Müstair haben sich im Projekt «Klimafitte Destinationen» mit den Folgen des Klimawandels für den Tourismus beschäftigt. Gemeinsam mit Graubünden Ferien und externer Expertise suchten sie nach Anpassungsstrategien und neuen Chancen.

Der erarbeitete regionale Klima Scan biete eine fundierte wissenschaftliche Grundlage, um die Weichen für die Zukunft richtig stellen zu können, so Marc Schlüssel, CEO der Lenzerheide Marketing und Support AG.

Der Verband Schweizer Tourismusmanager:innen (VSTM ASMT) hat am 20. März in Zusammenarbeit mit HotellerieSuisse und der SBB ein Work Café zum Thema «Ohne nachhaltige Mobilität, kein nachhaltiger Tourismus» organisiert. 46 Personen haben am Anlass teilgenommen, der im Ausbildungszentrum der SBB «Centre Loewenberg» durchgeführt wurde. Union fribourgeoise du Tourisme, Vaud Promotion und Valais Wallis Promotion unterstützten in der Kommunikation. Durch die Veranstaltung führte Anne Sophie Fioretto, Professorin am Institut für Tourismus an der HES-SO in Sierre.