Switzerland to host first agent fam as it targets growth from UK

Luxury

Charlotte Cullinan

12 December 2022

Switzerland Tourism will hold its first fam trip for agents in 2023, when it expects to meet or exceed 2019 UK visitor levels.

Customers can hop aboard Jungfrau Railways, seen here in front of the Jungfrau summit in the Bernese Oberland (Credit: Switzerland Tourism)

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.

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