The number of overnight stays by American visitors to Switzerland between January and October 2023 rose 20% compared to 2019, according to public radio RTS.
With 2.7 million nights spent by US tourists in the first ten months, the annual figure is on track to reach 3 million, the highest ever recorded.
Surge in American Tourism Over Past Decade
Per RTS, US visitor numbers have risen sharply in the past 15 years, doubling over that period.
Major destinations include top cities like Zurich, Lucerne, Geneva, Basel, and Bern, as well as famous mountain spots Zermatt, Lauterbrunnen, Interlaken, and Grindelwald.
Valais has seen a 43% jump in US stays between January and October 2023 versus 2019, explained the canton’s tourism head, Alessandro Marcolin.
He attributed this to tourism rebounding after COVID-19 curtailed travel.
“Switzerland is well positioned for this return to intercontinental tourism because it managed the pandemic well,” Marcolin told RTS. “It’s a safe place with good infrastructure, which inspires a feeling of security.”
Economic Factors Make Switzerland Appealing
The influx also stems from continued marketing during the pandemic cementing ties between tourism professionals, noted national body Switzerland Tourism.
Favorable economic factors like low US unemployment and Switzerland’s relatively mild inflation versus other countries also play a role, as most American visitors are wealthy.
Americans still rank third for overnight stays after the Swiss themselves and Germans.
Optimism about the Future
In an interview with swissinfo.ch, Switzerland Tourism president Brigitta M. Gadient explained why she remains bullish on tourism here and addressed hot-button issues like costs and overcrowding.
When asked if the prospect of overtourism worried her, Gadient said Switzerland does not have overcrowding on the level of Venice or Barcelona from cruise ships docking.
She stated the average hotel occupancy rate is only 45% countrywide.
Marketing activities aim to spread tourists throughout Switzerland and the year, making occasional hotspots inevitable but manageable, Gadient added.
Future Looks Bright
Gadient said she is very optimistic given Switzerland's clean nature and beautiful cities, plus “exceptional” infrastructure like reliable trains.
She said the country’s increasing focus on sustainability is a draw, and tourism remains vital for mountain cantons like her native Graubunden.
Though costs are high, Gadient believes they do not deter travelers to a “premium destination.”
Budget Cuts Mean Performing Expanded Duties with Less
Gadient expressed dissatisfaction with parliament approving a maximum of 233 million francs for her organization over four years, up just 3 million francs.
With inflation around 10% in key markets, this constitutes significant cuts.
She said Switzerland Tourism must continually expand missions like promoting sustainable tourism but has faced reduced budgets across the board, meaning they will have to tighten belts.
Promotional Activities Precisely targeted, not scattered
When asked if tourist numbers could stem from other groups’ actions or Switzerland's reputation alone, Gadient said their marketing zeroes in on particular segments in certain countries at specific times headed to individual regions.
This precision enables evaluating initiatives’ effects.
Balancing Local and Foreign Tourists for Stability
Gadient said they developed a strategy in response to COVID-19 to balance tourist types for industry stability: 45% Swiss, 35% neighboring countries, and 20% further away.
She said locals guarantee stability but often vacation at crowded times and stay in holiday apartments.
Foreigners, especially faraway ones, help fill hotels on off-peak days but can present cultural challenges.
ETIAS Raises Questions for EU Tourists
The influx of visitors comes as the European Union (EU) plans to launch its European Travel Information and Authorization System (ETIAS) visa waiver program in May 2025.
ETIAS will require travelers from over 60 countries including the US and UK to apply online for authorization before entering the 27-nation Schengen Area.
With Switzerland set to join the ETIAS program, the anticipated surge in travel could strain resources for processing applications.
Longer-term immigrants to Switzerland like digital nomads, students, and families may also face uncertainty around how ETIAS will impact their ability to enter and exit both Switzerland and the Schengen Area.
EU Weighs Immigration Policy Adjustments
EU member states already struggling with immigration may need to reevaluate visa rules in light of swelling tourism.
ETIAS aims to boost security by screening applicants, but the influx could pressure policymakers to tighten immigration controls further.
Still, if tourism continues growing, countries may want to attract more immigrants to fill jobs.
Switzerland’s non-EU status grants it autonomy in setting immigration policy, but the interplay between tourism and immigration will remain complex across Europe.
Reimagining Swiss Tourism in the Post-Pandemic Era
Though costs are higher than average, Switzerland’s reputation for safety, sustainability, and reliability looks set to buoy tourism numbers to new heights, especially from luxury travelers.
Still, budgets are tighter even as activities expand. Striking the right balance across seasons and visitors will allow the sector to stabilize and thrive.