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Switzerland Tourism, in partnership with Sedunia Travel and Premier Travel magazine, reaffirms its commitment to sustainable travel and year-round tourism through its “Travel Better” strategy and the interactive “My Swiss Journey” exhibition. As the Southeast Asian tourism market stabilizes, Switzerland continues to attract Malaysian tourists with its magnificent natural landscapes, rich culture and commitment to responsible tourism.
A Positive Outlook for Southeast Asia Travel
Despite local challenges, Switzerland Tourism remains optimistic about growth in Southeast Asia, the strongest recovering market in Asia compared to 2019 (+13.9%). Although the region experienced an 11.6% decline in 2024 from 2023, Malaysia remains a key market due to Switzerland’s reputation for safety, cleanliness, and efficient public transport. According to Tourism Monitor Switzerland (TMS), Southeast Asian visitors are primarily drawn to Switzerland’s nature (16%) and panoramic landscapes (14%).
“We are confident in the steady growth of Malaysia as a key market for Switzerland Tourism and will continue to promote new offerings, including lesser-known destinations,” said Batiste Pilet, Director for Southeast Asia, Switzerland Tourism.
Strategic Focus: Travel Better
At the press conference on 14 March 2025 at Eslite Spectrum, Starhill Gallery, Kuala Lumpur, Switzerland Tourism highlighted its Travel Better strategy. Simon Bosshart, Chief Market Officer (East), Switzerland Tourism, outlined five core principles shaping the future of Swiss tourism:
- Promoting year-round tourism to ensure a balanced visitor flow across all seasons.
- Managing visitor flows to alleviate overcrowding.
- Encouraging longer stays for deeper cultural and natural engagement.
- Integrating sustainability through the Swisstainable initiative.
- Ensuring compatibility between tourism and local community welfare.
“Sustainability is at the heart of how we experience and share Switzerland. With our ‘Travel Better’ strategy, we encourage visitors to explore thoughtfully—staying longer, traveling year-round, and immersing themselves in our culture while preserving what makes Switzerland so special,” said Simon Bosshart.
My Swiss Journey: A Unique Swiss Travel Experience
Switzerland Tourism, in collaboration with Sedunia Travel and Premier Travel magazine, introduces My Swiss Journey, Malaysia’s first travel personality test exhibition, running from 1 March – 7 April 2025 at Eslite Spectrum, Starhill Gallery, Kuala Lumpur.
Key Highlights:
- Personality Test: Discover your ideal Swiss travel style through interactive games.
- Immersive Exhibition: Engage with Swiss travel videos, traditional paper-cutting art, and exclusive postcard giveaways.
- Travel Talks: Gain insights from influencers, bloggers, and destination experts during weekend sessions.
- Lucky Draw: Stand a chance to win a round-trip flight to Switzerland and a first-class Swiss Travel Pass by participating in designated tasks.
The press conference was attended by H.E. Chantal Moser, Ambassador of Switzerland to Malaysia, along with Simon Bosshart, Batiste Pilet, Teoh Leng Lan, Executive Director of Sedunia Travel, Joseph Seow, Editor in Chief of Premier Travel magazine.
Additionally, Premier Travel magazine and MY FM radio host and travel KOL, Derting, recently filmed nine travel videos showcasing Switzerland’s diverse experiences, which will be featured at Eslite Spectrum throughout the exhibition. The event will also host 13 Swiss-themed sharing sessions on weekends in March, featuring experts and influencers offering unique perspectives on Switzerland’s year-round attractions.
Switzerland’s Year-Round Appeal
Switzerland Tourism continues its all-season approach, catering to various traveller personas—from adventure seekers and families to culture enthusiasts and luxury travellers. With its unparalleled landscapes, world-class hospitality, and sustainable initiatives, Switzerland remains a top destination for Malaysian travellers. For more details, please refer to www.myswitzerland.com
My Swiss Journey
Dates: 1 March – 7 April 2025
Time: 10:00 am – 10:00 pm
Location: Eslite Spectrum, Starhill Gallery, Kuala Lumpur
For more details on My Swiss Journey and to enter the lucky draw, visit: www.premiertravel.com.my/myswissjourney
