Switzerland has long been the quintessential summer escape for Gulf travellers, synonymous with pristine alpine air and secluded luxury. But as the market matures and regional competitors emerge, maintaining momentum requires more than just mountains.
We sat down with Livio Goetz, Director GCC at Switzerland Tourism, who outlines a strategic push to diversify their offering beyond the peak season.
Despite a slight dip in overall visitor nights—a figure heavily influenced by geopolitical shifts—Goetz reveals that sustained growth from Saudi Arabia is fuelling a positive outlook for the coming year. He explains how Switzerland is evolving its pitch, targeting high-value, multi-generational families with new focus on shoulder seasons and exclusive luxury products.
Despite recording a slight dip in overall visitor nights from the Gulf Cooperation Council (GCC) in 2024, Switzerland Tourism is seeing strong recovery and strategic growth, predominantly driven by the Kingdom of Saudi Arabia (KSA).
According to Goetz, 2024 saw 813,321 overnights from the GCC, a small decline of 4.4 per cent compared to 2023. However, this dip was largely impacted by geopolitical events in the region. Excluding that, KSA has maintained a strong, consistent performance.
"Whilst we saw a slight decrease across all GCC countries, the Kingdom of Saudi Arabia performed particularly well with a steady increase of an average of 6 per cent year-on-year since 2016," Goetz stated. He highlighted that alone in the key travel month of August, the destination saw a significant increase of +16 per cent from KSA compared to August 2024.
Switzerland Tourism expects 2025 to conclude with a 2 per cent overall increase in overnights from the GCC, with KSA contributing the lion's share of this positive result. The average length of stay for GCC visitors remains around 2.5 nights, with an impressive average spend of approximately Dh1,800–2,000 per person per day.
Shoulder seasons, luxury families
Switzerland Tourism is strategically promoting options that cater directly to the needs of multi-generational GCC families, which require space and privacy. Goetz confirmed that they actively promote luxury hotels and chalets/holiday apartments with large rooms and connecting doors, noting that Swiss properties are well-prepared for the accommodation, dining, and activity requirements of Gulf guests.
The organisation is also making a concerted effort to broaden the perception of Switzerland beyond a summer destination, particularly targeting the Autumn and Winter seasons. This is not only to offer more diversity but to ease logistical issues.
"Reasons for promoting shoulder seasons are not only the fact that we want to offer more to our guests, but also the fact that hotels have more availabilities, better rates and finally there are less challenges to get a visa," Goetz explained.
Trade support, connectivity
The tourism board maintains strong B2B engagement in the region with engaging trade events. Switzerland Tourism will once again organise its sales roadshow in November, focusing on Saudi Arabia, Kuwait and the UAE. Flagship events such as the Switzerland Travel Experience and the Luxury Switzerland event (prior to ATM) are also planned for early 2026, both on an invitation-only basis.
Ongoing training initiatives support travel advisors and agents with e-newsletters, dedicated presentations and the Switzerland Travel Academy for online e-learning.
Connectivity remains high across all major GCC hubs. Goetz highlights the recent launch of the Dubai–Zurich route with FlyDubai (three times a week) and the new Riyadh–Geneva route with Flynas (three times a week), confirming that the board is in constant contact with airline partners to enhance and increase the route network.
Travel Better
Goetz noted that the board's strategy for 2026 will be guided by its "Travel Better" initiative, which focuses on five key pillars: promotion of year-round tourism, visitor flow management, extending the duration of stay, enhancing tourism acceptance within destinations, and advancing Swisstainable/Sustainable tourism.
New Swiss hotels offer stylish winter escapes
Switzerland is welcoming the winter season with a wave of exciting new and reimagined properties, blending classic alpine charm with fresh contemporary luxury. These openings provide stylish retreats for both adventure seekers and those prioritizing relaxation across the country's most beautiful resorts and lakeside cities.
In Montreux, the newly reopened La Villa offers boutique elegance on the lake promenade. This intimate four-star hotel features just seven refined rooms with stunning lake and mountain views, complemented by Mediterranean cuisine and a laid-back garden cabana for drinks.
Meanwhile, the mountain resort of Grindelwald has seen a bold transformation with the Waldhuus Bellary. Drawing inspiration from the 1970s, the retro-style hotel combines playful design with modern comfort, creating a vibrant base for young adventurers.
For ultra-luxury, Gstaad welcomes the Ultima Promenade Gstaad on December 5th, featuring exclusive residences, a private cinema, and a nightclub. Adding to the resort’s prestige, the renowned Japanese restaurant Zuma will open its first Swiss outpost as a winter-only pop-up at Ultima Gstaad, serving signature izakaya-style cuisine.
The Valais region is also expanding, with the new Guernerés Resort in Grimentz offering ski-in chalets, apartments, a spa, and full hotel services. Nearby, the Hotel de Bains is set to open with 25–30 rooms, a spa area, and high-end services.
Finally, the historic Auberge de Port-Gitana has reopened as a four-star boutique hotel overlooking Lake Geneva and Mont Blanc, offering serene seclusion just minutes from Geneva. This new addition combines serenity, heritage, and gastronomy, providing an ideal lakeside retreat.
Meet Switzerland Tourism Stand N8-310