A HIGH-LEVEL delegation from Switzerland Tourism led by CEO Martin Nydegger was in Manila for a series of events aimed at strengthening ties with the Philippine travel industry and promoting the European nation as a sustainable, year-round destination for Filipino travelers.
The visit marks a key milestone for Switzerland Tourism, as it officially establishes its permanent presence in the Philippines led by Market Representative Sofia Santelices. This move underscores the organization’s long-term commitment to the Philippine market-one of its most promising and fastest-growing in Southeast Asia.
At the exclusive event for members of the local media, the delegation’s CEOs shared insights in a panel discussion on Switzerland Tourism’s global ‘Travel Better’ strategy-an initiative that encourages year-round travel; sustainable or ‘Swisstainable’ tourism encouraging ‘social and economic responsibility;’ and longer, more meaningful stays in the Alpine nation.
Nydegger highlighted the Philippines’ importance to Switzerland’s tourism landscape: ‘We see tremendous potential in the [local] market. Filipinos have a deep curiosity and a love for travel. Switzerland offers a place where families can slow down, connect, and experience unforgettable moments together.’
Swiss Travel System CEO Sara Roloff emphasized the ease and joy of exploring Switzerland through its world-class public transport network. ‘[The trains which promote sustainable and renewable energy], buses, and boats make traveling across the country both seamless and sustainable. With the Swiss Travel Pass, visitors can enjoy the freedom of discovering Switzerland at their own pace-comfortably and responsibly.’
Meanwhile, Geneva Tourism CEO Adrien Genier spotlighted Geneva’s rich cultural and historical offerings. He invited more Filipinos to experience the city’s unique attractions: ‘[It] represents the very essence of Swiss excellence: from fine watchmaking and gourmet chocolates, to its beautiful lakeside setting and international flair.’
Also imparting their messages in the event were Matterhorn Gotthard Bahn Head of Markets Nadine Rieder; Zrich Tourism’s Southeast Asia Market Manager Anita Berardi; Lufthansa Group-Swiss International Air Lines General Manager for the Philippine, Vietnamese, Thai and Mekong Regions Anlee Do; and Switzerland Tourism Director for Southeast Asia Batiste Pilet. The delegation’s visit saw engagements with the local travel trade, business leaders, and media partners, as it fostered new linkages and deeper connections between the Swiss and Philippine tourism sectors.
The delegation noted that the initiatives cover what is called the ‘green fare’ meant to offset or achieve zero emissions, as well as participating hotels receiving sustainability certificates.
It also observed travellers engaging in more relevant experiences, coupled with the fact that they have more money to spend on traveling. While members are actively promoting Switzerland’s top tourism draws, they likewise noted the deliberate effort of ‘steering’ them to places where they should go, or encouraging them to fly in during off peak seasons-especially during autumn.
With its permanent presence in Manila, Switzerland Tourism aims to inspire more Filipinos to experience the European country’s breathtaking landscapes, world-class hospitality, and authentic encounters-encouraging travelers to not just visit, but to truly ‘Travel Better.’