Long regarded as the financial and business heart of Switzerland, Zürich is now determined to remind business event planners that it has a playful side that will charm incentive travel groups.
Anita Berardi, market manager for South-east Asia, Korea and global accounts at Zürich Tourism, told TTGmice: “Zürich has a lot of things to do, but visitors don’t really know about them. So, we are now trying to remind visitors that Zürich is a destination of its own.”
In hosting a three-day pre-tour leading up to last week’s 9th Asia Trophy, an annual destination showcase organised by the Switzerland Convention & Incentive Bureau, Zürich Tourism was able to make its point.
A select group of event planners from Singapore, Malaysia, Indonesia, Vietnam and Thailand were brought to tour Mühlerama, an industrial mill and a museum of food culture, where they also learnt to bake their own bread; enjoyed a scenic boat ride between Zürich and Kilchberg, which has private charter opportunities; explored the sprawling Lindt Home of Chocolate, where they learnt about chocolate evolution and production while sampling chocolate products; and partook in a guided tour of the Kunsthaus Zürich, renowned as the largest museum of fine arts in the country that houses more than 800 years of art history.
The programme also featured attractive dining locations such as Restaurant Adlisberg, a former cow shed and now a charming venue serving Swiss home classics made with seasonal local produce.
The group was accommodated at The Dolder Grand, a luxurious resort specialising in wellness. According to Fabian Gruetter, director of revenue, reservations groups, the property is already a hit with corporate groups, as it offers a plethora of activities on site, such as free-to-use e-bikes, ice-rinks (in winter) and spa facilities as well as paid ones like the nine-hole golf course. All five restaurants on property also boast customised dining arrangements for private events, while groups can take their pick of 15 function rooms.
Berardi shared that incentive travel groups can now plan their time in the city with ease, thanks to the newly-launched Zürich City Guide app, which captures activities, restaurants, and main attractions across the city. Planners can also purchase the Zürich Card, which allows users to access public transportation services as well as museums, activities, and various benefits.
When asked if Zürich’s position as the smartest city in the world, ranked five years in a row by IMD Smart City Index, had any impact on its business events ambitions, Berardi said the reputation certainly sparked curiosity about how life was like there.
“Delegates will realise that a smart city is not only about technology, but it’s also about a great public transportation system, an advanced waste management system, a human-centric political view, and more. There is government intention to make the city better for citizens, which also benefits visitors and business travellers,” she said.
Presently, Zürich Tourism is keen to attract more Asian incentive travel groups by leveraging on easy air access.
“Zürich is a big hub within Europe, with many flights from Asia coming directly or via other hubs,” said Berardi, adding that it was common for Asian groups to make Zürich their first stop in the country.
“As the largest city in Switzerland, it has the highest number of hotels and is a very good centre to start off day excursions around the country. Within one hour or 90 minutes, travellers can reach the mountains, for instance,” she explained.
