Swiss Travel Market 2024: Trends & Outlook for 2025

THE SWISS TRAVEL MARKET
The Swiss travel market is renowned for its high purchasing power and travel-enthusiast population. With our office in Zurich, we stay closely connected to this dynamic market, tracking trends and currents in real time. This insider knowledge allows us to craft tailored and effective strategies that drive our clients’ success in Switzerland. 

Although official numbers have not been released yet, all indicators suggest another record-breaking year for the Swiss travel market in 2024. Despite persistent inflation, Swiss travel spending continues to rise. Exciting trends are also emerging: growing demand for Northern Europe, a shift from summer to autumn travel, and increasing awareness of overtourism. In this article, we analyze the initial figures for 2024 and explore the outlook for 2025. 

Interim balance 2024 

2023 was a record year with spending of around CHF 20.2 billion on outbound travel, an increase of 12% compared to the previous year. These figures highlighted the strong recovery of the travel market, which even exceeded the peaks of the pre-pandemic period. 

For 2024, the forecasts were mixed despite a high desire to travel. The industry faced challenges such as persistent inflation and rising travel costs, which had a particular impact on transport and accommodation prices. Nevertheless, a successful year was expected, supported by stable demand and flexible conditions such as improved flight connections and easier visa requirements in many countries. 

In the summer of 2024, the Swiss travel industry showed a rather stagnating development. After subdued demand at the beginning of the season, booking figures and sales finally reached the level of 2023 thanks to a final spurt in July. A rainy June and the end of the European Football Championship strengthened the beach holiday business in particular. While classic destinations such as Spain, Greece and Turkey continued to dominate, interest in more northern destinations such as Scandinavia and North America grew. 

The positive trend continued in the autumn, with more and more bookings being moved to this season, and revenue increases of 5-10% year-on-year are expected. Despite the wars in the Middle East, travel to the country on the Nile is in demand. The top destination for autumn holidays is Egypt, ahead of Turkey and Mauritius.  

Trends 2024 – Off to the North  

An outstanding travel trend in 2024 that major Swiss tour operators have identified is “coolcation”. More and more Swiss prefer cool summer destinations in the northern regions of Europe, especially Scandinavia and the UK. These destinations offer a pleasant alternative to the hot southern holiday destinations and are known for their impressive nature and culture. In addition, the Swiss Travel Association, together with Allianz Insurance, identified other important trends in the travel culture of the Swiss for 2024. 

  • Wanderlust vs. proximity: Dream destinations such as Canada, Australia, Japan and the USA remained popular, but Italy, Germany and France were the main travel destinations for the Swiss, as in the previous year. 
  • Natural disasters & heat: Awareness of extreme weather events in the south is growing, which has partly influenced travel decisions. 
  • Change in travel times: Many Swiss people considered moving traditional summer destinations to spring or autumn to escape rising temperatures. 
  • Overtourism: There is a growing awareness of the negative effects of overtourism in the Swiss travel market. Almost half are willing to spend more or forego destinations to avoid overtourism. 
  • Longer stays and higher budgets: Swiss travellers invested more money in their holidays and stayed longer at their destinations. This often included higher hotel categories and longer stays. 

 

Outlook for 2025 

The booking season for the 2025 travel year is off to a strong start, with high demand for long-haul trips despite global political uncertainties and growing price sensitivity among customers. Thanks to stable pricing, particularly for long-haul flights, many Swiss are already opting for long-distance travel in 2025. This surge in bookings is further driven by the cool autumn weather and a desire for sunny destinations. 

The affordable pricing for long-haul flights makes these trips more appealing to many Swiss travelers. As a result, the travel industry recommends booking early to take advantage of current prices and a wide range of offers. 

Swiss tour operator Kuoni, specializing in luxury and long-haul travel, is already seeing an 8% increase in turnover compared to last year. Popular destinations include the Maldives, Phuket, and Mallorca, with northern destinations like Finland also gaining traction. Travel to Asia and specialized offers, such as golf trips, have risen by up to 54%, signaling that 2025 is expected to be another year of growth and stability for the Swiss travel market. 

The Swiss Hotelplan Group reports similar trends: Sri Lanka is emerging as a top destination for 2025, attracting travelers seeking tailor-made trips off the beaten path. This destination stands out for its stunning nature and rich cultural diversity. Africa is also on the rise, particularly Tanzania, which offers a unique blend of safari adventures and beach relaxation. 

Tunisia is a particularly popular trend destination in Africa, with double-digit booking growth compared to 2024, according to Hotelplan. Oman is also gaining momentum, driven by expanded flight connections, including those from Edelweiss, which is significantly boosting booking numbers. 

The Swiss Travel Association has also identified emerging trends for 2025. Destinations like Cartagena and Bogotá in Colombia, Washington D.C. in the USA, and Toronto in Canada are especially in demand, benefiting from a sharp increase in bookings, aided by lower long-haul flight prices compared to previous years. 

In 2025, SBB will further boost Swiss outbound tourism with several strategic initiatives. Expanding direct connections to popular tourist destinations, adding new night services in long-distance transport, and enhancing cross-border services will make travel even more convenient and attractive for Swiss tourists. The introduction of additional night trains, in particular, is expected to appeal to young, environmentally conscious travelers. 

 

Trends 2025 – Travel planning is in the mobile phone and in the stars 

The German tour operator TUI has conducted surveys to identify a number of travel trends for 2025 in the German market that are also expected to influence the Swiss market. These trends are already reflected in the current discussions in the Swiss media. 

  • Social media as a source of inspiration: More and more travelers are looking to social media, especially Instagram and TikTok, to inspire new travel destinations. Influencers and viral trends play a major role. 
  • Multi-generational travel: Holidays for the whole family, including grandparents, are becoming more popular. These trips emphasize shared experiences and allow for a deeper bond across generations. 
  • Solo travel: Traveling alone is gaining popularity, especially among younger generations. The freedom to shape one’s own journey is an important factor. 
  • Domestic travel or “backyard tourism”: In view of environmental awareness and the practical advantages, more and more vacations are being planned in one’s own country, both for short breaks and for longer trips. 
  • Bleisure: The fusion of business travel and leisure is gaining traction as more commuters extend their trips for recreation and exploration. 
  • Astro-Travel: Destinations are increasingly being selected according to astrological recommendations. Travelers now plan their vacations in part based on astrological factors such as zodiac signs or moon phases. 

In addition, a second study by Hotels.com, in which 2000 Swiss also participated, shows similar tendencies, but also additional findings: 

  • Set-Jetting: Fans travel to filming locations of their favorite movies and series to get up close and personal with the sets. 
  • Famous hotel restaurants: Gourmet experiences at well-known hotel restaurants are attracting more and more travelers. 
  • All-inclusive: Especially among Generation Z, there is a growing interest in stress-free vacations that offer everything. 
  • Natural phenomena: Travel to observe breathtaking natural events such as the Northern Lights or volcanic eruptions. 
  • Unknown destinations: Travelers avoid well-known hotspots and discover less touristy places. 
  • Detour: Detours to unexplored destinations on the way to the main destination are becoming increasingly popular. 
  • JOMO (Joy of Missing Out): Travel for relaxation and recreation without excessive activities. 

 

Result 

The travel year 2025 is set to bring sustained momentum and exciting developments to the Swiss market. Building on the trends and results of 2024, the market remains stable and continues to grow strongly. Demand for long-haul and luxury travel remains strong, with established providers like Kuoni seeing significant revenue increases. This growth is complemented by SBB’s strategic expansion of rail transport, appealing to environmentally conscious travelers and offering greater flexibility for Swiss tourists. 

In 2025, several key trends will shape travel behavior: The younger generation is increasingly seeking social media inspiration and all-inclusive deals, while natural phenomena and “set jetting” (inspired by movies and TV shows) are gaining popularity. Astrological influences in travel planning and the rise of “bleisure” — combining business and leisure travel — are also emerging as noteworthy trends. 

Overall, the Swiss market is positioning itself as stable and adaptable amidst global uncertainties and rising travel costs. The clear trend towards high-quality, sustainable, and experiential travel signals strong growth potential for 2025, which both established and innovative providers can tap into. 

Read more about the Swiss market here: The Most Desirable Travellers: Why Swiss Tourists are Gaining Global Popularity – KLEBER GROUP

 

KLEBER GROUP provides tourism companies with a valuable platform to establish a strong presence in the Swiss market. With an office in Zurich, our partners gain access to deep market insights and a broad network that connects them to key decision-makers and media. 

We assist our partners in crafting customized PR strategies that align with the unique needs and trends of the Swiss market. This enables tourism providers to meet the high expectations of Swiss travelers and stand out in a competitive landscape. Let’s make your brand visible in the heart of Europe and inspire Swiss travelers together! 

 

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