Switzerland Tourism’s previous sustainability strategy had run its course, making it time for a new approach—one that looked beyond environmental concerns to include social and economic sustainability as well. Rather than focusing solely on ‘green’ initiatives, the organisation sought to ignite a movement within the sector, inspiring all stakeholders to take collective action towards a more sustainable future. The goal was to create a balanced strategy where guests, local communities, the industry, and nature could thrive together.

To shape this new vision, we conducted extensive research through interviews with external experts and destination leaders. Based on these insights, we developed a strategic framework, which was then validated and refined through co-creation sessions with industry experts, Switzerland Tourism partners, and fresh perspectives from other Swiss sectors. To ensure global relevance and alignment, the strategy was further tested with Switzerland Tourism colleagues from around the world.

The result is a clear and actionable strategic framework, one that is easy to understand, easy to like, and easy to join. It outlines concrete commitments and goals that not only guide Switzerland Tourism but also serve as inspiration for others in the sector to join. Built collaboratively with the industry, the strategy fosters cooperation and collective impact, setting a new standard for sustainable tourism in Switzerland.