Swiss International Air Lines, Switzerland's national carrier, invites Middle East travellers to experience summer in Switzerland with the launch of the first summer holiday brochure, 'Swiss Experience'.The launch took place at the ATM. The airline also announced details of their new A340 flagship aircraft, which is scheduled to join the network from July this year. The Swiss Experience is a joint venture between SWISS, Switzerland Tourism, Swiss Destination Management (a joint subsidiary of Switzerland Tourism), Swiss Federal Airways, Hotelier Suisse, GastroSuisse and Europcar. "We greatly look forward to offering our regional travellers a one-stop solution that will take the headache out of planning holidays. Like our first winter brochure, we expect it to be extremely well received," said Marcel Hungerbuhler, vice-president sales for Middle East & Far East Asia at SWISS. Offering holidaymakers a chance to experience Switzerland in all its guises, the Swiss Experience brochure, available at travel agencies across the region and on-line at www.myswitzerlandtourism.com, provides useful information on short hotel stays, wellness resorts, packaged holidays, incorporating visits to a selection of Swiss landmarks, mountain breaks and railroad adventures. Those wishing to experience the finest in Swiss hotels, restaurants, scenery and exclusive retail, should opt for the 'Luxury & Design' trail, the first themed tour of its kind. "We have an immense variety of tourist attractions within a very small arena," explained Jurg Schmid, CEO of Switzerland Tourism. "That makes our country extremely attractive for so called theme routes, one of the really major trends in the travel world." 'Luxury & Design', the first themed route to embrace the whole of Switzerland, had its global launch this spring. Switzerland Tourism is using the route to take consistent advantage of the country's prestigious and expensive image. A 72-page brochure shows where to find the finest hotels, the most elegant shops and the best restaurants between Geneva and St. Mortiz as well as the most spectacular scenery. Switzerland has plenty to offer is the self-confident motto. Travellers can use railways, their own car or a hire car, with or without chauffeur, to follow the themed route, which combines them. "The new in-flight product will roll out from July this year offering individual in-flight entertainment screens, new flatbed seats in business class and extended legroom in economy class, We expect to see the Airbus A330s completely modified by the end of the this year," explained Felix Rodel area manager Arabian Gulf at SWISS. "Our Middle East routes are some of the most popular in the world," said Rodel.