MySwitzerland.com
Switzerland’s official tourism platform and partner marketing organisation.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Switzerland Tourism
- Entity type
- COMPANY
- Founded
- 1964
- Headquarters
- Switzerland
- Company size
- 201–500
- Market role
- Publisher & Media Owner
- Official website
- myswitzerland.com
What MySwitzerland.com does
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.
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.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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 comes primarily from public funding supplemented by partner participation fees, co-marketing budgets and promotional packages rather than direct consumer payments.
Company news briefing
Briefing updated:
Switzerland Tourism continues its strategic and digital evolution under Head of Transformation Jörg Peter Krebs and new Market Head Germany Claudio Zemp, while successfully defending its recent rebrand. The organisation achieved notable industry recognition by winning four gold awards at the Cannes Corporate Media & TV Awards. Furthermore, the agency ecosystem supporting Switzerland Tourism is increasingly incorporating AI-driven methodologies, such as DS Studio's 'Beatrix' tool and Trib3s' 'SoulOS' knowledge base, to enhance campaign testing and communication strategies.
Business model & monetisation
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.
- Public tourism funding
- Institutional funding / public corporation support
- Partner campaign participation fees
- Service fee / co-investment marketing programme
- Shared media buying and promotional packages
- Service fee / managed campaign execution
- Booking referral or commission-linked value
- Partner referral / indirect take-rate
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Roger Federer stars in new Jura coffee machine ad
Marketing Campaign · Recorded impact score: 1/5
Swiss coffee machine manufacturer Jura has launched a new advertising campaign featuring former tennis champion Roger Federer. The spot, created by agency Halder Record, shows Federer following a white light stripe reminiscent of tennis court lines that leads him to a coffee machine. The campaign, produced by Prodigious Zürich and directed by Ian Oggenfuss, was filmed in Switzerland in spring and is being rolled out globally from September. It marks Federer's continued role as brand ambassador for Jura, following the end of his collaboration with Schweiz Tourismus. Jura's marketing team includes CEO Emanuel Probst, Head of Marketing Services & Communications Xavier Hadorn, and others. The campaign aims to promote Jura's new fully automatic coffee machine.
- Jura launched a new advertising campaign featuring Roger Federer.
- The campaign was created by Halder Record.
Explore company relationships
Questions about MySwitzerland.com
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.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
20 publicly documented primary sources and citations linked across the market graph.
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