STI Pulls the Emergency Brake: Beloved Swiss Car Travel Brand Oberland Reisen to Cease Operations
Thun, Switzerland – August 20, 2025 – In a surprising turn of events, STI Service AG announced today that it will be shutting down its car travel business, operating under the Oberland Reisen brand, at the end of 2025. After nearly three decades of offering scenic tours across Switzerland, the decision marks a significant shift in the regional travel landscape and underscores the challenges facing the tourism sector post-pandemic. This is breaking news with implications for both the Swiss travel industry and the local workforce.
A Legacy Ending: Three Decades of Swiss Road Trips
For almost 30 years, Oberland Reisen has been synonymous with comfortable and convenient car travel throughout the stunning landscapes of Switzerland. Born from the mergers of car traffic Thun-Stocken-Gürbetal (TSG) AG, Autoverkehr AG Heimenschwand (AVH), and later Autoverkehr Grindelwald AG (AVG), the brand evolved into a cornerstone of regional tourism. The integration of Oberland Tours and Sti Reisen further solidified its presence. Images of the company’s buses against the backdrop of Lake Neuchâtel, like those cherished by many travelers, will soon become a memory.
The Road to Closure: Declining Demand and Economic Realities
The decision wasn’t taken lightly. STI Service AG cites a sustained decline in demand for car journeys, exacerbated by the economic fallout from the COVID-19 pandemic, as the primary driver. Despite “intensive marketing measures, optimized offers and cost reductions,” the business has consistently operated at a loss since 2020. According to Jürg Lehmann, Managing Director of STI Service AG, the situation became untenable as the prospect of needing to invest in new vehicles loomed, further deepening the deficit. “As early as 2023, it was shown that the business does not develop as it would be necessary for an economic company,” Lehmann stated.
Navigating the Industry Shift: A Wider Trend?
Oberland Reisen’s struggles aren’t isolated. The travel industry as a whole has been grappling with shifting consumer preferences and economic headwinds. While some segments, like experiential travel and sustainable tourism, are thriving, traditional car-based tours have faced increasing competition from alternative modes of transport and a growing desire for more independent travel experiences. This closure raises questions about the future viability of similar businesses and the need for innovation within the Swiss travel sector. The rise of personalized travel planning apps and the increasing popularity of rail travel are also contributing factors.
Protecting Employees: A Priority for STI
STI Service AG is prioritizing the well-being of its employees during this transition. Three office workers will be offered new positions within Thuner Verkehrsbetriebe, the parent company. The five travel cars will be sold, and all planned trips scheduled for 2025 will be honored. While three administrative employees are affected, the company is actively seeking internal solutions to retain their expertise. Chauffeurs will continue their roles within the core course operation of STI. This commitment to minimizing layoffs demonstrates a responsible approach to a difficult situation.
Looking Ahead: What Does This Mean for Swiss Tourism?
The closure of Oberland Reisen signals a broader recalibration within the Swiss tourism industry. While the immediate impact is felt by employees and loyal customers, it also presents an opportunity for innovation and diversification. The focus may shift towards more specialized tours, sustainable travel options, and leveraging technology to enhance the traveler experience. STI Service AG remains open to exploring potential sales of the travel business, but for now, the focus is on a managed shutdown and supporting its workforce. The company emphasizes that course traffic and Grindelwald Bus services will remain unaffected.
This decision, while difficult, was deemed necessary to safeguard the financial health of STI Service AG and ensure the long-term viability of its core operations. It’s a stark reminder that even well-established businesses must adapt to changing market conditions to survive and thrive. Stay tuned to archyde.com for continued coverage of this developing story and insights into the evolving landscape of Swiss tourism.
