Switzerland unaffordable for Indians? It's a myth: Martin Nydegger

Famous as the country that provided the set-up for Raj and Simran to fall head over heels in love from Dilwale Dulhania Le Jayenge, Switzerland has been gaining popularity amongst Indian travellers for reasons beyond its picturesque sites. The country received the highest footfalls growth in 2017 compared to the past. Martin Nydegger, CEO of Switzerland Tourism, spoke with Raveena Singh on what is leading more Indians to romanticise the sights and future outlook of travel.

What is the best time for Indians to visit Switzerland?

It is throughout the year. In the past, the high season was May and June for us, which fits perfectly into the holiday plans. But we are convinced that there are other seasons that Indians should consider in future, particularly autumn. Autumn has the most number of colours and pleasant temperature. In fact, it also matches well with the Diwali holidays. We are also seeing a rising trend of Indians coming during winters, when it is a completely different landscape altogether. You can also go for the 'first ski experience' offer. The package gets you a ticket, an instructor and required equipment for a couple of hours on snow. You can walk-in and book this with any of the 25 destinations within Switzerland.

How relevant is the Indian market for you?

We have been lucky for there is a substantial growth for more than over a decade in the number of footfalls. But it has really gone through the roof in the last couple of years. We have had more than 50% growth in the last 15 years. In 2017 alone, we saw a 25% growth. We see no reason why it shouldn't continue in the next couple of years. India is in the top 10 markets. The ones that precede it are the domestic market, Germany, the UK, the US, China, Gulf Cooperation Council (GCC--Saudi Arabia, Kuwait, the United Arab Emirates, Qatar, Bahrain, and Oman) and Italy.

Is there a strategy in place to increase the number of Indian footfalls?

We have partnered with actor Ranveer Singh. He is the main component of the strategy; to show a different Switzerland: in a more fresh and active manner. In the past, it has always been romantic Switzerland based on Bollywood. We have him now to show Switzerland in a different style and in variety of ways. We also have two offices in India – one in Mumbai and another in Delhi.

Are there any offbeat places?

The beauty of Switzerland is that in a couple of hours drive you will reach a different landscape, experience a whole new culture. We have four different languages. This may seem less in comparison to India but in Europe, it is quite significant. We have wonderful places such as the Lake of Geneva and Montreux. There is also a new Charlie Chaplin Museum which is very popular with Indians. Even in Summers, you can touch snow. There are glaciers just on the way to Lake Swiss. Indians just know the classics. But this is our chance to show them a new Switzerland.

What is your personal favourite?

I have been working myself in a valley called Engadine, at 800-1,000 metres altitude and it is just spectacular. I also like the Lake Geneva area. We have Lavaux, which is a wine region. A United Nations Educational, Scientific and Cultural Organization (UNESCO) world heritage site, it is definitely worth a visit, particularly in autumn when the leaves turn yellow. It is a bit away from the usual path, like a countryside, which interests people even more.

How about Budget homestays?

Although everyone thinks Switzerland is unaffordable, I will say that is not true. You can go to amazing five-star hotels like anywhere in India as well as find very reasonably priced accommodations. Even a two-star stay in a village will have a picturesque view. We also have an enormous amount of apartments which are available for larger groups and families. And, of course, Airbnb. Unaffordable is just an excuse which we just cannot accept.       

Is there something for backpackers?

We have places with high density of activities – paragliding, lake activities and many more – along with backpacking accommodations. In southern Switzerland, Ticino, where one can stay in homes, flats or can do camping. We also have Swiss Youth Hostels, a chain of 53 hostels, very affordable.

Has the cost reduced,from, say, five years ago?

With regards to the budget of a round trip to Switzerland, there is no way we can give a price for any of the segments as it depends on the number of nights, season, what sort of activities one prefers, etc. The prices are pretty much the same. However, the availability of all segments has improved in the last five years.

What has Switzerland better to offer than other European destinations?

Well, we are the original home of the mountains – the Alpine belt. We have peaks higher than 4,000 metres. It may not be as impressive for people from Himachal Pradesh, but for others it could. And what is so special is that while in the Himalayas, you have to climb it by foot, in Switzerland, we have 650 mountain airways and cable cars to do so. Easy access is the brilliance of it all. Just have a panorama view without any physical stress. And the lakes of course; it makes a beautiful combination of mountains and lakes. Take a boat ride in the morning and a cable car in the evening.

Even the Swiss travel system will ease the trip. Just one travel pass, an ideal travel companion for 4, 8 or 15 days, can be used for any tram, bus, train, boat and practically most of the airway cable.

Where do you see the global growth opportunities?

The truth is we are really spoilt by the Indian market for we are seeing constant growth from here. Unfortunately, we haven't had the same success, particularly from Europe in the recent past due to currency reasons -- Swiss franc and euro have deviated too much. The strategy is to regain even European guests which have decided to go elsewhere. GCC, China and India are really important for us. I expect China to be one of the top three markets in a couple of years.

When do you expect India to be among the top three markets?

In order to have that, I think we will have to expand in terms of seasonalities, We have the classic tourism season in May, June. But to accommodate everyone, the tourism industry in Switzerland needs to have Indians in other seasons.

How different is Davos from other places? Do you get enough footfalls otherwise – other than World Economic Forum (WEF)?

Davos is a very popular skiing region. Its quite large and has phenomenal skiing resorts. Davos is doing really well. WEF only helps for global visibility. This is going to go skyrocket for we have two very important people coming this time – Shah Rukh Khan and Donald Trump.

From the Indian perspective, the eastern part of Switzerland that includes Davos is very important. We see potential growth here during Winters and during summers, when we have ample amount of activities (Visit museum, breweries, guided walks, hiking, mountain biking) included in our overnight packages all for free. Also, there is ice-cricket happening, where mixed teams of Indians and South African players will be playing on a frozen lake on the February 8 and 9 to combine the best of two countries – Cricket excellence of India and the Swiss snow world. It is a 20-20 format game where star players from India will be Virendra Sehwag other than Ajit Agarkar, Zaheer Khan, Mohammad Kaif. The facility is on a frozen lake which has been used for polo tournaments and horse race since many years in St Moritz.