Switzerland is increasingly becoming a dream destination for Thai travelers, drawing in larger numbers each year with its breathtaking alpine scenery, clean environment, and world-class experiences. From snow-capped mountains and charming lakeside towns to iconic train rides and luxurious resorts, the country provides a perfect blend of adventure, tranquility, and European elegance. This appeal is becoming stronger as more Thai tourists seek unique, peaceful, and premium travel experiences.
The Swiss tourism experience is characterized by majestic mountains, crisp air, and a natural 'outdoor air-conditioning' climate—elements that captivate visitors from Thailand. "I need Switzerland!" is a sentiment echoed by many who have visited, highlighting the country’s undeniable charm. At a recent Swiss tourism event held on March 22, 2025, Pedro Zwahlen, the Swiss Ambassador to Thailand, emphasized the longstanding and robust relationship between the two countries, noting that tourism plays a vital role in nurturing these bilateral ties.
Pedro Zwahlen noted that King Chulalongkorn (Rama V) of Thailand started this enduring connection back in 1897 when he chose Switzerland as his first stop on a European tour. Spending two weeks in the country, he visited several well-known landmarks that continue to attract Thai tourists today.
Recent surveys have provided insights into Thai tourists’ preferences, revealing that 62% hail from Bangkok, with an average age of 41, and 58% are male. These travelers have a keen interest in Switzerland’s well-known sights and tend to plan their trips well in advance. Group tours remain popular, with must-see destinations including the scenic Bernese Oberland, picturesque Lucerne, vibrant Zurich, and charming Valais.
According to Baptiste Pilet, Regional Director of Switzerland Tourism for Southeast Asia, Thailand ranks second in the region for visitor numbers, recording 178,761 overnight stays, though this reflects a 24% decrease from the prior year. Singapore retains the top spot, with 227,844 overnight stays. Despite challenges like the strong Swiss franc and competition from other destinations, Thailand's position as one of the stronger markets for Swiss tourism in Europe is affirmed. In 2024, travelers from Southeast Asia contributed a total of 737,229 overnight stays in Switzerland, signaling a robust interest despite a 12% decline compared to the record high of 2023.
One of the primary reasons that Thai tourists favor Switzerland is its safety and cleanliness, alongside its efficient public transportation system. Many visitors prefer to explore using scenic trains, ferries, and cable cars rather than renting vehicles, valuing convenience and cost-effectiveness. This trend highlights a growing appreciation for sustainable tourism options as part of their travel experiences.
Switzerland is also taking significant steps to promote sustainable tourism through its new "Travel Better" initiative. This program is built on five core principles aimed at fostering responsible travel. It encourages visitors to explore year-round, better managing visitor distribution, promoting cultural appreciation through longer stays, and enhancing sustainability efforts in the tourism sector through the Swisstainable initiative.
In addition to showcasing stunning landscapes throughout the year, Switzerland also provides unique travel solutions. Actress Shawankorn "Kratip" Wanthanaphisitkul, who recently accepted a marriage proposal in Switzerland, highlighted the convenience of door-to-door luggage delivery services, allowing tourists to travel seamlessly without the burden of carrying their bags between destinations.
The continued success of Swiss tourism can be attributed to its diverse offerings—catering to adventurers, culture enthusiasts, and those seeking luxury experiences. Whether traveling solo, as a couple, or with family, Switzerland ensures accommodations, transportation, and experiences tailored to fit any preference.
In summary, the growing fascination of Thai travelers with Switzerland extends beyond its picturesque views. The country delivers a holistic travel experience characterized by breathtaking scenery, luxury, and a commitment to sustainability. As more tourists from Thailand explore this beautiful corner of Europe, the connection between the two cultures continues to deepen and flourish. For many, it is not just a love for Switzerland but an essential yearning to explore its wonders—truly, they find themselves saying, “I need Switzerland!”
