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: 6 Jul 2026Following the appointment of Claudio Zemp as Market Head Germany and Jörg Peter Krebs as Head of Transformation, Switzerland Tourism is advancing its digital strategy by adopting the SoulOS platform to encode its corporate identity for AI applications. The organisation, recently named "Client Company of the Year" at the US International Awards for its "Swiss Sounds" campaign, is also collaborating with agency Wirz on upcoming creative work. These developments underscore a strategic focus on digital transformation and cross-market consistency while integrating AI-driven tools into the organisation’s operational and marketing frameworks.
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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)
Beatrice Egli Returns as Ticino Tourism Ambassador
Ticino Turismo has renewed its collaboration with Swiss schlager singer Beatrice Egli for a third time (after 2023 and 2024). The campaign, produced together with Schweiz Tourismus and Ascona‑Locarno Tourismus, centers on a “Tessiner Bucket List” of experiences in the Locarno region that Egli visited with local partners. The Ascona‑Locarno region also served as the filming location for the music video of Egli’s new Swiss‑German single “Zyt zum Heicho.” Ticino Turismo and regional partners emphasise the region’s scenic combination of lakes, Mediterranean flair and natural backdrops for creative productions. The article was published by persoenlich.com on 2026-07-06.
Read original sourceWirz Announces New Wichtel Finn Holiday Episode
Swiss agency Wirz confirmed a new Wichtel Finn episode will accompany Migros’ Christmas campaign for the 2026 holiday season. Wichtel Finn first starred in Migros’ 2017 Christmas work, returned after a five-year absence and has been part of Migros’ holiday marketing since 2023; last year’s spot showed Finn becoming a father. Livio Dainese, Co-Chief of Wirz, told the press the agency now animates the Migros Christmas elf using AI. Wirz is also working on a new campaign for Schweiz Tourismus; Dainese would not disclose whether Roger Federer will reprise a starring role. The story was reported on 2026-07-04 by persoenlich.com and cites coverage in Schweiz am Wochenende / Aargauer Zeitung.
Read original sourceSwitzerland Wins 11 US International Awards
Switzerland secured eleven awards at the US International Awards 2026. Schweiz Tourismus won the Grand Award for the film 'Swiss Sounds by Thylacine', a music-and-travel collaboration in which French electronic musician Thylacine travelled across Switzerland for 16 days and composed a track from authentic transport and landscape sounds. The project was produced by Thylacine and Cécile Chabert with agency Intuitive Studio, commissioned by Schweiz Tourismus in cooperation with Travel Switzerland. In total 11 of the 94 awards went to Swiss companies and production firms; other Swiss winners included multiple campaigns by Schweiz Tourismus, three awards for Maybaum Film, and single awards to Sion Tourism Office, Seed (for Geberit) and Mcqueen Films (for Swiss). The US International Awards are organized by Filmservice International; entries for the next edition open in September.
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