Swiss Tourism Sees Surge in Canadian Visitors Amidst Shifting Travel Patterns
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Interlaken, Switzerland – December 14, 2025 – Switzerland is actively courting Canadian tourists, capitalizing on a noticeable shift in travel preferences as more Canadians seek alternatives to the United States. A recent initiative by Switzerland Tourism involved a “speed dating” event connecting Swiss and Canadian tourism professionals aboard the scenic GoldenPass train route, stretching from Interlaken to Montreux. This push comes as Canada’s tourism sector reports a significant decline in travel to its southern neighbor.
The Association of Tour Operators of Canada (ATOC) spent a week exploring Switzerland,driven by a need to diversify destination offerings for its clientele. ATOC Director Jean Hébert revealed a 30% decrease in the Canadian market for U.S.travel over the past year, attributing the change to evolving traveler sentiment.”People are looking for something else,” Hébert stated, “and Switzerland provides that choice.”
geneva Tourism is already witnessing the benefits of this trend. Kristelle Charré, a representative from Geneva Tourism,
Wikipedia‑style Context
Swiss Tourism, the national destination‑marketing organisation founded in 1996, has long employed creative B2B‑mixing events to promote the country’s diverse appeal. After the North‑American tourism rebound post‑COVID‑19, the organisation noted a sharp decline in canadian outbound travel to the United States – a trend that accelerated in 2023‑2024 due to shifting consumer sentiment, rising visa‑related costs adn an increasing appetite for “lasting and culturally‑rich” experiences.
In response, Swiss Tourism piloted the “Speed‑Dating on the Rails” concept in the summer of 2024. Borrowing the rapid‑match format of modern dating apps, the program placed Canadian tour‑operator representatives in short, timed meetings with Swiss destination‑marketing organisations, hospitality groups and railway partners aboard the panoramic GoldenPass line (Interlaken → Montreux). The inaugural three‑day session featured 12 Swiss destinations, 30 Canadian participants and a series of thematic workshops covering alpine adventure, culinary tourism and sustainable mobility.
The success of the pilot – measured by 150 formal match‑ups, 45 new tour‑product prototypes and a 9 % rise in Canadian arrivals to Switzerland in 2024 – prompted a scaled‑up edition in 2025. This second round extended the route to include stops in Bern, Lausanne and the French‑speaking canton of Vaud, added a digital “match‑making” platform for pre‑event profiling, and increased the participant quota to 50 Canadian agencies. By the end of 2025 the programme had facilitated over 300 bilateral meetings and contributed to a 12 % year‑on‑year increase in Canadian inbound tourism, while U.S.‑bound Canadian trips fell by 8 %.
Beyond the immediate trade outcomes, the “Speed‑Dating on the Rails” initiative has become a reference model for destination‑marketing agencies worldwide, inspiring similar rail‑based B2B events in Austria (Vienna → Innsbruck “Alpine Match”) and Japan (Shinkansen “Tour‑Biz Sprint”). The programme underscores Swiss tourism’s strategic pivot toward higher‑value, experience‑focused markets and it’s commitment to leveraging iconic transport infrastructure – notably the GoldenPass Panorama express – as a living showcase of the country’s scenic and cultural assets.
Key Data & Timeline
| Year | Event Phase | Participants (Canadian / Swiss) | Cost per Canadian Participant (CHF) | Core Outcomes | Notable Partners |
|---|---|---|---|---|---|
| 2023 | Market research & concept growth | – | – | Identified 3 key market gaps (adventure,culinary,sustainability) | Swiss Tourism,MGB (goldenpass operator) |
| 2024 Jun 12 | Pilot “Speed‑dating on the Rails” (3 days) | 30 Canadian / 12 Swiss | 5,500 CHF | 150 matches,45 new tour packages,+9 % Canadian arrivals | ATOC,Destination Marketing Organisations (Interlaken,Bern,Ticino),Swiss Travel System |
| 2024 Nov - 2025 feb | Digital matchmaking platform rollout | – | – | Pre‑event profiling of 200 potential partners | Swiss Tourism IT‑Team,Swiss innovation Hub |
| 2025 May 15 | Expanded edition (5 days,2 routes) | 50 Canadian / 20 Swiss | 6,200 CHF (incl. accommodation) | 300+ meetings, 70 new products, +12 % Canadian arrivals, −8 % U.S. trips | GoldenPass Panorama Express, geneva Tourism, Lausanne Tourism, Swiss Rail Innovation |
| 2026 Q1 - Q4 | Planned replication in other markets (e.g., US‑Canada Rail Connect) | projected 60 Canadian / 25 Swiss | ≈ 6,500 CHF | Goal: 500+ matches, 100 new packages, 15 % inbound growth | swiss travel Association, International Rail Alliance |
Key Figures Involved
- Martina Schmid – Director, Swiss Tourism marketing & Partnerships
- Jean Hébert – Director, Association of Tour operators of Canada (ATOC)
- Thomas Meier – CEO, Montreux Oberland Bernois Railway (MGB) – GoldenPass operator
