The mountainous landlocked nation is trying to wiggle its way up the MICE destination list for Asians, confident it has what it takes. By Rosa Ocampo
Exotic is how Urs Eberhard, Switzerland Tourism’s head of markets, described Switzerland’s appeal to Asians.
“It’s a year-round destination for Asians,” said
Ian Evasco, retail team leader – travel products, Adventure International Tour.
What makes Switzerland exotic are its stunning landscapes, unspoiled environment, and gastronomic delights. Not to forget, the Alps. Experiencing the Alps is one of the main attractions for both those who have seen and haven’t seen snow.
And the Swiss know how to make the most of such attractions.
For instance, when Zermatt hosted the Switzerland Travel Mart in September last year, instead of the usual indoor venue, organisers chose to highlight the Matterhorn by taking delegates to a unique outdoor venue replete with charming chalets. Where else but in Switzerland can you find a 360-degree view of the Alps and its snow-capped peaks linked by suspension bridges?
Eberhard also noted that Switzerland is easy to travel to, thanks to its efficient transport. The country is safe and secure, the air and water clean. Switzerland is also where the world’s best hoteliers are trained, and its hotels and resorts are noted for their high quality facilities and service.
In a nutshell, Switzerland offers a premium experience in terms of nature, accommodation and hospitality.
“We believe that people are looking for unique experiences and we can cater for those needs,” said Eberhard.
As a result, Switzerland is constantly enhancing the destination and developing new products and services.
Moreover, the country pulls no punches in marketing itself as a coveted premium destination for MICE, especially for incentive trips.
There’s prestige attached to Switzerland, said Ivan Breiter, Switzerland Tourism’s director, South-east Asia. This partly explains why in Asia, South-east Asia is the biggest producer of incentive trips to the country.
“Employers and employees perceive Switzerland as very valuable,” Breiter explained.
Breiter also said MICE groups from Asia are getting larger and they are staying longer in Switzerland, which is currently being promoted mostly as a mono-destination. In 2015, Switzerland welcomed 2,200 pax from Amway Bangkok and more than 900 pax from AIA in Singapore.
The NTO has also doubled its MICE budget in Asia to complement the creation of the Switzerland Convention and Incentive Bureau (SCIB) two years ago.
SCIB in-charge Dominique Oi, who is based in Singapore, said Switzerland is “full of tradition and must-see destinations that can be revisited in innovative ways to create unique incentive programmes and allow participants to have an unforgettable experience”.
“There is always something new going on and worth a visit, like the newly-opened FIFA World Football Museum in Zurich and Chaplin’s World museum near Montreux, which opened on April 14,” said Oi.
Meanwhile, the Asia Trophy, Switzerland’s most important programme for MICE buyers from Asia, is going strong in its destination promotion efforts. It has raised awareness among Asian buyers of not just popular destinations like Davos, St Moritz, Gstaad, Jungfrau, Zurich, Geneva and Lucerne, but also of lesser-known ones like Ticino, St Gallen and Montreux.
Yen Thing, tours consultant of Kuala Lumpur-based Boustead Travel Services, opined that the demand for Switzerland is evergreen precisely because there are still many places yet to be explored by Asians.
At a time when clients are becoming more travel savvy and discerning, Switzerland has boundless potential for MICE, opined Feliz Gracielle Axalan, marketing executive of Manila-based Tradewings Tours and Travel.
Switzerland’s Alps are a main draw for visitors
{Insider}
Sara Rosso, president, Planhotel Hospitality Group
Sara Rosso, president, Planhotel Hospitality Group suggests a few must-dos in the southernmost canton of Switzerland
Cruise down Lake Lugano
Enjoy the tranquility and sunshine while cruising on Lake Lugano. Be sure to visit quaint romantic villages along the lakeshore, and take walks along some of its scenic paths. For an amazing view over Ticino, take a funicular ride up Monte San Salvatore or Monte Brè.
Taste Ticino’s wine
Ticino is known internationally for its excellent merlot wines. Visit a variety of famous cellars and enjoy guided wine tastings at its source location. To enjoy the wine better, pair it with a delicious meal in a typical Swiss grotto (rustic Ticino-style inn or restaurant).
Stroll around the town of Lugano
The town of Lugano is a must visit, thanks to its diverse architecture, delicious food, ancient churches and stunning alpine panoramas. Also check out the Lugano Art and Culture Centre, a new centre dedicated to the visual, music and performing arts.
{Spotlight}
A sunny slice of Mediterranean in Switzerland
Ticino ramps up its marketing efforts in Asia, confident that its varied MICE offerings will attract the small yet very promising oriental source markets.
While domestic MICE groups account for 90 per cent of the total meetings in Ticino, “we are also paying close attention to the foreign markets – including Asia – that are showing an increased interest in Switzerland,” said Elia Frapolli, director of Ticino Turismo.
“We believe in Asia’s growth potential”, said Frapolli.
Leisure arrivals and overnights from Asia to Ticino have been increasing. In 2015, arrivals rose 17.8 per cent while overnights increased by 13.8 per cent from a year ago. At the end of 2015, overnights generated by Asian markets were 50,037, representing 2.3 per cent of total overnights in Ticino.
Recently, Ticino Turismo collaborated with the Switzerland Convention and Incentive Bureau (SCIB) to host foreign meeting planners and journalists. The 60 meeting planners from all over Asia also competed in a race across Switzerland for an Asian Meeting Trophy.
“Through games and challenges, not only did they have fun, they also learnt more about Switzerland and the diverse meeting destinations available. We guided them for two days through the different venues and allowed them to experience Ticino,” said Frapolli.
“It was a good opportunity to meet the meeting planners in person and understand their needs and requirements in order to adapt our offerings to the market,” he added.
Home to Lugano, the third largest financial centre in the country, Ticino offers modern business and MICE facilities juxtaposed with breathtaking landscapes and scenery.
Ticino’s Italian heritage is fodder for unique gastronomy-based incentive ideas. Some examples include touring the raw ham maturation cellar of Alp Piora, baking various types of panettone, and visiting vineyards for wine tastings.
Other unique MICE venues include the Swiss Bunkers, Splash e Spa Tamaro waterpark and centuries-old castles. Technical visits to TV – Studios RSI, Swiss Air-Rescue Rega, METEOSwiss Weather Forecast Centre, and Institute for Research in Biomedicine can also be arranged.
Ticino is confident that it can lure more Asian MICE groups;
Ticino Verzasca Valley pictured
