How to experience Switzerland off the beaten track: Chinese tourists want boutique holidays and country works to meet their needs as it prepares to welcome them
- Switzerland, with its scenery, food, history and luxury shopping, is a popular destination for Chinese tourists, who are its biggest-spending visitors
- Anticipating the return of visitors from China, Swiss tourism officials are working on proposals to satisfy their preference for holidays off the beaten track
Five years ago, I was driving from the French-speaking side of Switzerland to the German-speaking side and stopped in Lucerne to see what all the fuss was about.
One of the 26 cantons in Switzerland, it is the most sought after destination in the country for Chinese travellers, according to the Swiss Chamber of Commerce.
On paper, the city ticks all the boxes for Chinese visitors: the glistening Lake Lucerne; medieval architecture; easy access to mountain peaks, in this case Pilatus and Titlis; and, yes, high-end shopping.
Switzerland has been promoting itself to people in China for more than 20 years, and the two countries signed a bilateral agreement on tourism promotion in 2007. In 2019, arrivals from mainland China reached a peak – accounting for 1.8 million overnight stays.
Tour buses full of Chinese had become a common sight in Lucerne (along with others from Vietnam, India and Germany), much to the annoyance of those residents who wanted their city back.
