Switzerland to host first agent fam as it targets growth from UK
Switzerland Tourism will hold its first fam trip for agents in 2023, when it expects to meet or exceed 2019 UK visitor levels.
Switzerland Tourism UK and Ireland director Alex Herrmann confirmed the tourist board is planning its first agency fam trip next year. Previous fams have focused on tour operators, and Herrmann said agents could expect a “really innovative new concept”, with details yet to be announced.
Speaking to TTG Luxury, Herrmann said UK arrival figures between January and October 2022 were 20% down on the same period in 2019, however February and March – which are the destination’s two main winter months – saw arrivals “almost back to 2019 levels”. August and September reported healthy figures once flight issues from UK airports eased. Herrmann said figures for 2023 are expected to be “on track with 2019, or above”.
He said agents would be key in helping drive interest and were a key priority for the tourist board, explaining: “Now is the time the industry is getting back on its feet. We will be a much stronger partner on the tour operator and travel agent side. We know the travel trade is even more important after Covid. We want to build a broader network of the right agents, who have the right clients, and are interested in Switzerland and want to learn more about it, as you sell what you know.”
Switzerland Tourism has a team of 11 supporting agents in the UK and Ireland, including Evelyn Lafone, the head of trade for the UK and Ireland.
“Evelyn plans to get out across the UK next year, including Manchester, Edinburgh, Ireland and York, to meet agents and operators,” Herrmann added. He said 2023 will also see a calendar of events, including those with destination partners. “We want to make sure that everybody knows we’re here, and that we have excellent people to help with training, educationals and events.
“Switzerland is not far [from the UK] and it’s easy to find your way around, but we believe the travel trade can add so much value, as many UK travellers do a tour. As soon as they’re looking to do that, a good travel advisor can add so much to that experience.”
Herrmann was speaking to TTG Luxury at the Chalet Suisse by Jimmy Garcia pop-up Alpine restaurant at Somerset House in London. Switzerland Tourism is the partner for the chalet-themed eatery, which is located next to the venue’s popular ice skating rink.
Herrmann said the restaurant would help drive awareness of Switzerland for those visiting Somerset House, via social media, and through events the tourist board is holding at the venue. “We wanted people to experience a little piece of Switzerland in the heart of London, and with things like this we create demand. And if we do it right, the travel trade will be an extended sales force for us, so we want to give them what they need,” he explained.
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