Switzerland Stays Popular Among Thai Tourists Despite Decline in Visits
As tourism flows resume, Switzerland remains a top destination for Thai travelers, ranking as the second most visited country by Thai tourists in Southeast Asia. This enduring popularity reflects the country's stunning landscapes and year-round activities that entice visitors to experience the beauty of the Alps.
According to recent statistics, the number of Thai tourists visiting Switzerland reached 178,761 in 2023, marking a 24% decrease from 2022’s 227,844 arrivals. Despite this drop, Thailand continues to maintain its status as a significant source of visitors, just behind Singapore. Overall, tourists from Southeast Asia booked 737,229 nights in Switzerland last year, although this was down approximately 12% from the previous high in 2023.
Pedro Swahlen, the Swiss ambassador to Thailand, emphasized the longstanding relationship between Thailand and Switzerland, rooted deeply in tourism. He shared that King Chulalongkorn's visit to Switzerland in 1897 marked a significant milestone in fostering ties between the two nations. “Switzerland was the first European country he visited, and his two-week stay laid the foundation for the admiration many Thais have for our beautiful country,” remarked Swahlen. He added that the Swiss charm lies not only in its winter allure but in its all-season splendor, which draws millions to its serene nature and clean environment.
Simon Boschart, the Chief Marketing Officer of Switzerland Tourism, elaborated on the recent travel behaviors of Thai tourists. He mentioned that about 62% of arrivals came from Bangkok, with an average age of 41 years, predominantly male (58%). Thai tourists tend to book accommodations early, favoring comfort and often opting for guided tours. Popular Swiss destinations for Thai visitors include Bernese Oberland, Lucerne, Valais, and Zurich, with many preferring to travel by train, boat, and cable car for convenience and cost-effectiveness.
According to data from Switzerland’s tourism office (TMS), tourists from Thailand are drawn to the country's reputation for safety, cleanliness, and efficient public transport systems. “The quality that Switzerland offers in terms of safety and cleanliness makes it a preferred destination for our travelers,” added Boschart. The current strategies aim to attract travelers back while ensuring a sustainable tourism approach, evident in their “Travel Better” campaign.
Launched to promote sustainable tourism, the campaign outlines five key imperatives: encouraging year-round travel distribution, managing visitor flows to reduce overcrowding, supporting longer stays for cultural immersion, integrating sustainability within the tourism sector, and balancing tourism with local community welfare. Also, Bartis Pilet, regional director of Switzerland Tourism for Southeast Asia, mentioned that the proportion of tourists from Thailand visiting Switzerland remains high even amidst the challenges posed by inflation and currency fluctuations.
“Despite the decline in arrivals post-pandemic, we are recovering quickly, with over 14% more visitors compared to pre-COVID levels,” he stated. Despite facing significant challenges from factors such as the strong Swiss franc and rising inflation, there remains a robust demand for Swiss tourism.
Nevertheless, even with the downturn, tourism officials express optimism for stable growth in the coming years. The commitment to promoting sustainable and balanced tourism practices is expected to positively influence visitor experiences while supporting local economies.
Along with picturesque Swiss landscapes and charming villages, the country is also introducing innovative conveniences. Chavalak Wanthana Phisitkul, a celebrated Thai actress and culinary award winner, created headlines when she accepted a marriage proposal against the breathtaking Swiss backdrop. She also highlighted an additional feature appealing to travelers: the door-to-door luggage delivery service, allowing visitors to enjoy seamless transitions from one lodging to another without the hassle of transporting bags themselves.
With a focus on catering to a diverse array of travelers—from adventure seekers and cultural enthusiasts to those looking for luxury experiences—Switzerland is poised to welcome tourists of all ages. Accessible accommodations and services are designed to meet the varied preferences of group types, ensuring everyone finds something to love.
Experts suggest that this appeal consistently sparks repeat visits, encouraging more travelers to echo the sentiment: not just “I love Switzerland!” but “I need Switzerland!”
Overall, while the statistics paint a picture of a challenging recovery period, the allure of Switzerland continues to captivate Thai tourists, maintaining its position as a sought-after European destination.
The Swiss tourism sector's resilience post-pandemic, along with innovative initiatives and a commitment to sustainability, hints that “Travel Better” will be more than just a slogan; it is a vision for a balanced future in tourism.
