MySwitzerland.com
MySwitzerland.com is a switzerland’s official tourism platform and partner marketing organisation.
Analyst Perspective
Switzerland Tourism is the national marketing and sales organisation for Switzerland and operates MySwitzerland.com as its main digital destination platform. The organisation publishes travel content, destination guides and campaign landing pages for leisure and business travellers, while also routing users to booking partners such as Switzerland Travel Centre for transactions. It therefore functions as both a publisher of official tourism content and a demand-generation hub for the national travel ecosystem. Alongside the consumer platform, Switzerland Tourism sells collaborative marketing services to tourism stakeholders including destinations, hotels, regional organisations, airlines and event planners. These B2B offerings include co-funded campaigns, media planning, programmatic advertising, multi-channel promotion and MICE marketing support. Revenue appears to come primarily from public funding supplemented by partner participation fees, co-marketing budgets and promotional packages rather than direct consumer payments.
Analyst Signal Briefing
Updated: 29 Jul 2026Following the transitions of Claudio Zemp and Head of Transformation Jörg Peter Krebs, Switzerland Tourism is solidifying its digital-first identity by defending its logo rebrand and integrating advanced AI. The organisation is utilising the SoulOS platform for identity encoding and the "Beatrix" tool for behavioural campaign testing. Meanwhile, agency Wirz is developing new creative work using AI animation. This technological focus, complemented by the renewed Beatrice Egli ambassadorship for Ticino, ensures marketing consistency across core markets while modernising brand performance for international contexts.
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Key insights about MySwitzerland.com
Category Differentiation
This is the official tourism organisation and destination platform for Switzerland, not an online travel agency or hotel chain. It promotes Swiss travel demand and routes bookings to partners rather than operating as a standalone booking marketplace.
MySwitzerland.com: About
The organisation creates value by aggregating official national tourism content, distributing it across owned and partner channels, and converting that audience attention into tourism demand for Swiss destinations and travel providers. On the B2C side, it offers free travel discovery and booking access through partner integrations. On the B2B side, it packages national reach, audience targeting and campaign execution into co-operative marketing programmes for tourism stakeholders. This model combines public-sector destination promotion with partner-funded media, campaign planning and promotional services.
How MySwitzerland.com Works & Monetises
Business model analysis and core revenue streams
Monetisation is primarily a hybrid of public institutional funding and partner-funded marketing services. Commercial income is generated through co-investment campaign programmes, shared media buys, promotional packages, paid campaign participation and related managed marketing services for tourism partners. Consumer access to MySwitzerland.com is free; any travel booking monetisation is indirect via referral flows to partners and possible commission-linked arrangements rather than subscription revenue.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (MySwitzerland.com)
DS Studio and FehrAdvice form AI-driven partnership
Swiss creative agency DS Studio and behavioural-economics consultancy FehrAdvice have begun a close collaboration combining behavioural research, technology and creative services. FehrAdvice has developed an AI tool called "Beatrix" to empirically test the likely impact of communications and produce reproducible success probabilities for messages. The partners say Beatrix accelerates and broadens testing compared with traditional studies and has already been used in political and tourism campaigns (including a 'No' campaign on the SRG initiative, a Switzerland Tourism guest-sensitization campaign, and a positioning campaign for Austria's SPÖ). The collaboration aims to evolve into a standalone, permanent product offering over time.
Read original sourceSwiss Art Director Dana Wirz Dies at 61
Dana Wirz, a highly awarded Swiss art director known for creating one of Switzerland’s most famous advertising slogans and numerous notable campaigns, has died at age 61. A long-time creative partner Peter Brönnimann wrote the obituary, recalling their roughly 13-year collaboration at Advico Young & Rubicam and later Spillmann Felser Leo Burnett. Wirz is credited with the 1999 Ovomaltine slogan and celebrated for work for clients including Switzerland Tourism, Mammut and the Swiss Federal Office of Public Health. The article was published on persoenlich.com on 2026-07-09.
Read original sourceSwitzerland Tourism Defends Rebrand, Drops Goldflower
Schweiz Tourismus (Switzerland Tourism) discusses the two-year-old rebrand that removed the long-standing “Goldblume” after nearly 30 years. The organisation says the new identity performs better in digital and international contexts, and reports positive partner and guest feedback; a merchandising line is planned later this year. The agency Made Identity is cited as the main partner during the process. Schweiz Tourismus says the change was the result of a joint process with its board and that adoption by partners is being allowed to progress at their own pace. The organisation notes it measured brand effects in core markets before launch and references Switzerland’s favorable ranking for tourism in the Nation Brands Index 2025 (rank 6), while cautioning long-term evaluation requires many years.
Read original sourceMySwitzerland.com: Frequently Asked Questions
What is MySwitzerland.com?
It is the official digital tourism platform operated by Switzerland Tourism, offering travel information, destination inspiration and booking access for Switzerland.
Who uses MySwitzerland.com?
Leisure travellers and trip planners use the site for travel discovery, while tourism boards, hotels and event stakeholders use Switzerland Tourism’s B2B marketing services.
How does MySwitzerland.com make money?
The broader organisation is primarily publicly funded and also earns revenue from partner-funded campaigns, promotional packages and related tourism marketing services.
Company Facts
- Founded
- 1964
- Headquarters
- Switzerland
- Core Segment
- Publisher & Media Owner
- Company Size
- 201–500
- Official Link
- myswitzerland.com