Switzerland Tourism has reaffirmed its commitment to the Philippine market, citing strong growth potential and long-term opportunities despite current challenges in European travel.
Speaking before members of the media in Manila, Batiste Pilet, Director for Southeast Asia of Switzerland Tourism, said the Philippines, though one of the smaller markets in the region, remains among the most promising in terms of growth.
Pilet was joined by a high-level Swiss delegation led by Martin Nydegger, CEO of Switzerland Tourism, who will discuss the launch of Switzerland Tourism’s new Autumn Campaign with Rodger Federer and Halle Berry. They are joined by representatives from Zürich Tourism, Matterhorn Gotthard Bahn, Geneva Tourism & Conventions Foundation, and the Lufthansa Group – Swiss International Air Lines, highlighting Switzerland’s Autumn Campaign and the country’s commitment to sustainable, year-round travel.
“This is the first-ever visit of our CEO to Manila, and it’s an important occasion for us to reflect on why we are here and how the Philippine market contributes to our strategy,” Pilet said.
He noted that Switzerland Tourism has strengthened its presence in the country with a permanent office in Manila, underscoring its intent to engage Filipino travelers more closely.
Understanding the Filipino Traveler
Citing findings from the Tourism Monitor Switzerland, a global survey analyzing visitor preferences, Pilet shared that most Filipino tourists to Switzerland come from Luzon, with about 45 percent from Metro Manila. The average Filipino traveler to Switzerland is 41 years old and predominantly female.
“Filipinos tend to book earlier than the average traveler to Switzerland, which helps us anticipate demand and shape our campaigns accordingly,” Pilet said. He added that many Filipino tourists prefer bundled, all-inclusive tour packages, often traveling with groups or through tour operators.
Around 60 percent of Filipino visitors combine Switzerland with other European destinations, while 30 percent are repeat travelers. “We hope to see more visitors choosing Switzerland as a single destination and staying longer to experience the country more deeply,” he said.
Nature, snow experiences, and seasonal attractions remain the top draws for Filipino tourists, with regions such as Jungfrau, Lausanne, Lucerne and Geneva ranking among their favorites.
Promoting “Travel Better”
Pilet also discussed Switzerland Tourism’s strategic framework called “Travel Better,” which promotes sustainable growth and responsible tourism.
“Our goal is to ensure positive development in tourism without creating over-tourism or bottlenecks,” he explained. “It’s about attracting the right guests, at the right time, and to the right places.”
The strategy focuses on five key areas: year-round tourism, balanced visitor flow across regions, longer stays, tourism acceptance, and sustainability.
According to Pilet, the Philippines aligns well with several of these goals. More than half of the overnight stays by Filipino visitors in Switzerland occur during the spring and autumn low seasons, helping distribute arrivals more evenly throughout the year.
He also pointed out that Filipino tourists rank sixth among all the Swiss and tourism markets in terms of length of stay, highlighting their potential to contribute to sustainable and quality tourism.
“Sustainability is not only about the environment, but also about social and economic responsibility,” Pilet added, referring to Switzerland’s national “Swisstainable” program that encourages tourism stakeholders to adopt greener practices.
Showcasing Switzerland’s Autumn Campaign
As part of Switzerland Tourism’s high-level visit to the Philippines, an engaging panel discussion was held featuring Switzerland’s tourism representatives highlighting Autumn Campaign and the country’s commitment to sustainable year-round travel.
The autumn panel brought together Anita Berardi, Market Manager of Zürich Tourism; Nadine Rieder, Head of Markets at Matterhorn Gotthard Bahn; and Anlee Do, General Manager for the Lufthansa Group – Swiss International Air Lines, to showcase the charm and experiences that make autumn one of the most beautiful and inspiring seasons to visit Switzerland.
Berardi invited Filipino travelers to discover Zürich’s vibrant mix of nature, culture, and city life during the autumn months. “Autumn is a wonderful time to experience Zürich’s art scene, culinary festivals, and the breathtaking colors along Lake Zürich. The city truly comes alive with warmth and creativity before the winter season begins,” she said.
Rieder of Matterhorn Gotthard Bahn emphasized the ease and comfort of exploring Switzerland by train during the scenic autumn season. “Switzerland’s rail network is not only the most efficient in the world, but also the most picturesque. Traveling by train allows visitors to enjoy panoramic landscapes — from golden forests to snow-dusted peaks — in a relaxed and sustainable way,” she noted.
Do of SWISS Airlines shared how sustainability continues to shape the airline’s operations and passenger experience. “At SWISS, sustainability is at the heart of how we fly. We are proud to use AeroSHARK technology, a biomimetic film inspired by sharkskin that reduces aerodynamic drag and lowers fuel consumption — helping us make aviation more efficient and environmentally responsible. From investing in modern aircraft to offering CO₂ compensation options, SWISS is committed to ensuring that travel to Switzerland remains both responsible and rewarding,” she explained.
The Autumn Campaign forms part of Switzerland Tourism’s broader “Travel Better” strategy — promoting year-round tourism, sustainable travel experiences, and longer, more meaningful stays. As Switzerland Tourism strengthens its permanent presence in the Philippines, the campaign aims to inspire Filipino travelers to discover the country’s beauty beyond the traditional winter season.
