Switzerland tries joint marketing

Montreux: Modern transportation and communications are continuing to shrink the global village.As a result, established incentive destinations around the world - such as Switzerland - are reacting with new marketing initiatives in an effort to maintain their share of the incentive...

Montreux: Modern transportation and communications are continuing to shrink the global village.

As a result, established incentive destinations around the world – such as Switzerland – are reacting with new marketing initiatives in an effort to maintain their share of the incentive market.

19 cities

Nineteen cities in Switzerland have banded together to form the Swiss Congress as a joint marketing effort and 10 of them – Basel, Bern, Geneva, Interlaken, Lausanne, Lugano, Luzern, Montreux, St. Moritz and Zurich – are pooling their resources to help facilitate and promote incentive groups to Switzerland.

Working with the Swiss National Tourist Office, Swissair and the Swiss Travel System, the 10 major tourist centres are launching a co-operative effort to sell Switzerland as a prime incentive location, according to Michel Ferla, president of the Swiss Congress and director of the Montreux Tourist office.

One of the major objectives of the promotional campaign, which uses incentive magazines mostly in North America, is to convey the message that Switzerland is competitive in pricing and high in quality.

Ferla says the co-operative effort involves transportation systems and hotel and attractions operators.

According to Statistics Canada, 3,200 Canadians travelled to Switzerland on incentive trips in 1991. They stayed an average of six to seven nights and spent between $2,000 to $4,000 as a package price.

They averaged between 35 and 44 years of age.

The total of Canadian passengers that travelled to Switzerland as a final destination in 1991 was 115,700, according to StatsCan.