Winter 2023/2024: Positive Conclusions For Swiss Tourism

With Easter over, the winter season has largely come to an end. The tourism industry can look back happily on a very good season. As an indicative nationwide pulse measurement by Switzerland Tourism (ST) shows, the vast majority of requested destinations were able to record a successful winter, primarily thanks to the early onset of winter in November and the Christmas and New Year holidays that were completely booked out in many places. Typical April weather in the lowlands and lots of precipitation in the mountains ensured a mixed Easter weekend at the end of the season.

These days, ST felt the pulse of the tourism industry nationwide for an initial assessment of the winter season. Both ski areas and urban destinations were asked for their assessments. The tenor is clear: a very good season across the country, which in many places even beats the already extremely successful last winter of 2022/2023.

Early and lots of snow

«The snow situation was very good very early on. We were among the first ski areas that were able to open during the week," says Samuel Rosenast, head of communications at Davos-Klosters Tourismus, who represents many mountain destinations. The early and heavy snowfalls in November secured the snow cover, and in many places it was white for a short time, even in the lowlands. This created the right atmosphere and got us excited about winter sports early on. November snow is the most important and best snow, especially if it stays put or falls at all. This was the case this winter in the Aletsch area in Valais, explains Monika König, Head of Communications at Aletsch Arena AG. Especially in the higher, car-free villages of this Upper Valais destination, you could enjoy deep snow from November and throughout all winter months.

December is often fully booked, best weather in January

Not only the inner-Alpine ski holiday resorts, but also the popular excursion ski areas close to urban areas are reporting a “pleasant number of guests over Christmas and the turn of the year” in December, according to Reto Staub, CEO of Pizolbahnen (SG), among others. For the Val d'Anniviers (VS), marketing director Julien Petit even recorded an extraordinary winter with many accommodations fully booked for a long time. Guaranteed snow and getting to know local traditions are the recipe for tourist success in the Val d'Anniviers. The bad weather periods in February and early March, on the other hand, briefly slowed down winter business in many places. Says Sibylle Gerardi, Head of Corporate Communications & PR Lucerne Tourism, for Central Switzerland: “There were a few bad weather days, especially on the weekends in February and March.”

At lower altitudes, drops of heat meant that offers away from the pistes became very popular, for example in the Friborg region the baths “Les Bains de la Gruyère”, the Maison Cailler or the Gruyères Castle, like Marie-Christine Repond, responsible for PR & Corporate communications of the Freiburg Tourism Association, explained.

US market also notable in winter

Of course, the winter season is and will remain worn primarily by locals but also European guests. What also stands out, however, are the many tourists from the USA. For Jungfrau Region Tourism (BE), managing director Marc Ungerer is pleased: “It is mostly Americans, especially young people, who come. After the increase last winter, there were now more guests from the USA again. The same thing can be seen in Gstaad-Saanenland, as Fluri Riedi, Director of Gstaad-Saanenland Tourism (BE): “There has been a significant increase in overseas guests – primarily from the USA.”

Easter crossed mountains and valleys

The snow situation is still excellent, especially at higher altitudes. In the Engadin, for example, according to Jan Steiner, CEO of Engadin Tourismus, “the accommodation providers are happy with the Easter days given the weather.” With a view to Easter, people in Zermatt are relieved to talk about “high occupancy” (David Taugwalder, Head of PR & Communications Zermatt Tourism). Wellness hotels in particular seem to be attracting attention in the Bernese Oberland. “Hotels with a large spa offering were well to very well booked, there was an occupancy rate of 70 – 100%,” said Flurin Riedi, Director of Gstaad-Saanenland Tourism (BE). Destinations such as Lausanne (VD), Montreux (VD) and Appenzellerland (AI) experienced a satisfactory Easter weekend with more last-minute bookings than in previous years. Various higher-altitude ski areas will remain in winter operation for another two to four weeks and, given the still good snow conditions, we are confident that these last days of winter sports will continue to contribute to the successful winter season.