The Switzerland Convention & Incentive Bureau (SCIB) has increased its marketing budget by 10 per cent this year to accelerate growth in the China market.
To capture this demand, SCIB is showcasing more creative programming to Chinese agents, with a specific focus on integrating Switzerland’s iconic public transportation – such as trains and cable cars – directly into the incentive experience.
“The transfer is already part of the journey and the experience,” said Barbra Albrecht, head of meetings & incentives worldwide for SCIB. “Business events contribute significantly to our Travel Better initiative. Because these groups often travel during the low season, they benefit from better availability, more space, and more competitive rates. That is why longhaul markets like China and Hong Kong are so vital for us.”
Albrecht recently led SCIB’s annual roadshow through Beijing, Shanghai, and Hong Kong, marking her first visit to the region in 14 years. The delegation included six Swiss trade partners, ranging from DMCs and airlines to local hotels.
According to Albrecht, the nature of Chinese incentive travel has evolved. In 2025, China ranked as the number three market for incentive traffic, with the average length of stay surging from 2.6 nights in 2024 to 4.5 nights.
“Incentive demand from China is back to 2019 levels, but the requirements have changed. Group sizes have shifted from massive 1,000-pax delegations to smaller groups of 50 to 200. This is perfect for us, as we can accommodate them much more effectively. People no longer want to spend all their time sitting on a bus or trying to combine too many countries,” Albrecht noted.
She added that the modern Chinese traveller now prefers a hub-and-spoke model. “They want to stay four nights in one place and dive deeper. As a premium, compact destination, Switzerland is ideal for this. You can experience the mountains in the morning, a lake in the afternoon, and a gala dinner in a vineyard by evening.”
To support, SCIB relies on local specialised staff who understand the nuances of Chinese culture while maintaining Swiss expertise.
In addition, the bureau’s strategy is highly tailored. For example, during the roadshow, the delegation visited Amway China’s headquarters in Shanghai, hosted a C-level VIP dinner for agencies in Beijing, and partnered with Kuoni Tumlare in Hong Kong for an exclusive event targeting insurance and direct-selling firms.
While global conflicts have impacted some markets, Albrecht noted that the China market remains resilient. In contrast, the Indian market has seen flight capacity issues due to transit dependencies in the Middle East, leading to some postponements into late 2026, though cancellations remain low.
Looking ahead, SCIB plans to expand its 2027 roadshow to include Macau (Greater Bay Area) and Taipei, continuing a decade-long tradition of deep engagement with the region.
