Thunderous applause bellowed through the Bernese Alps, reaching villages far beyond Interlaken, at the grand opening event of Switzerland Travel Mart (STM) 2021. And it wasn't just the local theater group’s reenactment of Swiss legend William Tell, nor was it the formal welcome by Switzerland Tourism CEO Martin Nydegger, that caused such enthusiastic reactions.
It was a culmination of relief and excitement among a crowd of international buyers, media and suppliers that a travel market of this magnitude could be produced once again, following the unprecedented COVID-19 pandemic era.
Heralded as Switzerland's paramount tradeshow, STM 2021 took place Oct.10-13 in Interlaken. The biannual event provides a professional platform for buyers to better understand and experience tourism products from all over Switzerland. The conference partnered with Swiss International Air Lines, Swiss Travel System and Interlaken Tourism this year.
A new Swiss COVID-19 certificate showing proof of vaccination enables residents and travelers to enter indoor facilities with an extra layer of assurance that Switzerland is doing everything possible to mitigate the [virus'] spread and to ensure their well-being while in our country.
The event hosted more than 450 international buyers representing 50 countries. Pre-scheduled, 20-minute meetings between buyers and 300 Swiss suppliers spanned the two days. Considering the pandemic's global ramifications, the 20% decline of registers and participants seemed modest.
And safety was paramount for the organizers, with the event requiring all attendees to be fully vaccinated. Michelle Molnar, senior product manager of Tauck, has been attending STM for the past decade and said she felt like she was safely returning to normalcy this year.
"With all attendees vaccinated, I felt extremely safe and was able to take advantage of everything the show had to offer with peace of mind," Molnar said. "Each year, I have found new partners and unique opportunities that enhance our journeys in Switzerland."
"Our goal is to restore confidence in travel," said Claudio Zemp, director of the Americas at Switzerland Tourism, in an interview with TraveAge West. "We want to show our industry partners how Swiss hotels and destinations have implemented strict travel protocols, and that it's safe for fully vaccinated Americans to discover Switzerland."
Product buyers met with Swiss suppliers in 20-minute, prescheduled business appointments in Interlaken.
Credit: 2021 Switzerland TourismThe STM 2021 Experience
North American buyers had the opportunity to explore dynamic Zurich on a pre-trip program. The weekend showcased the city’s artistic and cultural draws, including the internationally renowned Kunsthaus Museum, with its just-opened Kunsthaus extension, and the new Lindt Home of Chocolate.
The main program took place in Interlaken, "The Adventure Capital of Europe," snuggled between two panoramic lakes and surrounded by snowcapped mountains. The quaint town seamlessly melds metropolitan luxury and postcard-worthy scenery with adrenaline-pumping adventure activities, including kayaking, paragliding and hiking.
STM participants were invited to experience Jungfraujoch, coined "the top of Europe," on the conference's final day. While the views at 3,463 meters were a highlight, participants also appreciated the ride up the new Eiger Express tri-cable gondola, transporting them from Grindelwald to the Eiger Glacier station in 15 minutes and, with a direct transfer option to Jungfraujoch, getting them slopeside 47 minutes quicker than before.
Following the main program, STM participants had many post-tour excursions available, from hiking the cragged Matterhorn region to exploring the culinary scene of Switzerland’s capital, Bern.
Updates in Switzerland Travel
STM 2021 was sponsored in part by Swiss Air Lines, the flagship airline of Switzerland that connects the country from Zurich and Geneva to more than 100 destinations worldwide. As of December 2021, the airline’s direct flights to Geneva from New York’s John F. Kennedy International Airport will resume. Geneva is also the gateway to some of the most attractive ski resorts globally, such as Zermatt, Saas-Fee, Verbier and Gstaad.
“Contrary to popular belief, skiing in Switzerland is more affordable than skiing in the U.S.!” Zemp said.
Swiss Travel System, another sponsor of the event, plays an integral role in Switzerland's tourism. Representatives at STM highlighted the lesser-known benefits of the Swiss Travel Pass, which offers convenient transportation for clients.
Passes include unlimited travel by train, bus and boat; public transportation in more than 90 cities and towns; mountain excursions including Rigi, Schilthorn, Stanserhorn and Stoos; and even free admission to more than 500 cultural centers throughout Switzerland, including the Chateau de Chillon on Lake Geneva and the FIFA museum.
The E-Grand Tour of Switzerland was also showcased as a seamless travel route for electric vehicles, enabling visitors to explore the country's most spectacular areas on a leisurely road trip.
"[E-Grand Tour] travelers can choose from different themes including wellness, UNESCO World Heritage Sites, arts and culture, culinary and more," Zemp said. "Everything is mapped out, and you can start and end at any point along the route."
Looking Ahead for Switzerland Tourism
As of June 26, Switzerland has been open to fully vaccinated Americans (within 12 months of an FDA-approved vaccination) with no additional tests required.
“A new Swiss COVID-19 certificate showing proof of vaccination enables residents and travelers to enter indoor facilities with an extra layer of assurance that Switzerland is doing everything possible to mitigate the [virus’] spread and to ensure their well-being while in our country,” Zemp said.
Already, numbers have been trending upwards.
Our numbers are excellent for summer 2021, so we are very confident about the potential in 2022.
"Our numbers are excellent for summer 2021, so we are very confident about the potential in 2022," Zemp said. "In August 2021, for the markets Benelux (which include Belgium, Netherlands and Luxemburg), France and Germany, the number of visitors is equal to that of August 2019. August 2021 was a record month for visitors from these markets."
Zemp told TravelAge West that he is consistently amazed by the resilience and agility of Switzerland's trade partners and their enthusiastic welcome and hospitality.
"STM enabled [our trade partners] to demonstrate to the world that they are ready to deliver outstanding experiences now that travel is rebounding," he said.
He is also optimistic about the American market's rebound to Switzerland.
"As Americans return to travel, it is important to show them that Switzerland is fully open for travel and that our industry partners are following the best of safety protocols."
The Details
Interlaken Tourism
Swiss International Air Lines
Swiss Travel System
Switzerland Tourism
