As of 2025, Switzerland Tourism has increased its focus on luxury travel, with a new emphasis on 'Swiss Silent Luxury', a refined understated approach to high-end tourism rooted in nature, privacy, service and meaningful holiday experiences.

Sales in the luxury global travel sector are expected to almost double by 2032. In the Swiss hotel industry, this segment (five-star hotels) currently accounts for around 8% of overnights stays, while it represents 25 to 30% of total revenues.

In the luxury segment, tourists spend an average of CHF 630 per person per day. To make the most of the growth in this segment, Switzerland Tourism has decided to comprehensively develop the luxury travel market with a global strategy. 

This new focus responds to a shift in how luxury travellers to Switzerland define value. Today's guests are seeking time, space, discretion and an authentic connection to a destination, rather than overt displays of wealth.

Switzerland is well placed to meet this demand, thanks to its world-class hotels, renowned hospitality, wellness expertise, private service culture, culinary excellence, innovative design, rich heritage, stunning Alpine landscapes and year-round access.

From lakeside retreats and historic grand hotels to mountain wellness, private rail journeys, fine dining and quiet cultural encounters, research has shown that luxury travellers come to Switzerland to indulge in a type of luxury that is felt rather than flaunted.

Based on this, Switzerland Tourism's new Swiss Silent Luxury strategy is built around three core pillars: Alpine Nature, Discretion & Privacy and Excellence in Service & Craft.

Together, these reflect a uniquely Swiss style of luxury that is calm, discreet, high-quality and deeply connected to the destination.

Switzerland Tourism's new luxury travel strategy also supports its wider ambition to attract high-value travellers who stay longer, spend more, travel across seasons and explore beyond the traditional tourist hotspots.

In doing this, luxury travel can help create jobs, support local communities, boost regional economies and encourage a more balanced tourism growth across Switzerland.

For more information, visit stnet.ch/de/market-luxury | switzerland.com/luxury

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Media contact:

Fran Lambert                                                    

Head of Media & Communications                          

Switzerland Tourism UK & Ireland

Email: media.uk@switzerland.com

Website: switzerland.com

Media Corner: corner.stnet.ch/media-uk

About Switzerland Tourism:

Switzerland Tourism is the Swiss national tourist board responsible for promoting Switzerland as a premier holiday and business destination. Based in Zurich, Switzerland Tourism is present in 23 markets worldwide, employing around 270 people. Its UK and Ireland office is in London. switzerland.com