Urs Eberhard, Vice Director and Head of Markets at Switzerland Tourism, has acknowledged that Switzerland needs to work even harder following a jump in costs for skiers arriving from almost everywhere else following the Swiss Central Bank’s decision to abolish the Euro minimum exchange rate on January 15, 2015. The country suddenly became more expensive not only against the Euro, but also in relation to the US dollar, British Pound and other currencies.
But Mr Eberhard says Switzerland is a “premium destination” and can distinguish itself on other assets, rather than price.
“If you want the original winter tourism country, you have to come to Switzerland. Everything else is a copy,” said Mr Eberhard, “We are a premium destination and we have to differentiate ourselves not on price but on the highest ski areas, snow guarantee, authentic villages, short distances, excellent public transportation system and last but not least in being the original winter tourism destination.”
“Recent developments in the Swiss currency market show, that Switzerland has to work even more on delivering the best service and quality, more convenience, seamless travel and a premium experience,” added Mr Eberhard.
Mr Eberhard was speaking ahead of the second annual International Ski Travel Market (ISTM) organised by Reed Travel Exhibitions which takes place in the InterContinental Davos hotel over the 23rd and 24th of March, 2015 where he will be a keynote speaker.
