Nothing acts as the perfect counterpoint to the blistering heat and dust of the Arabian desert than the pristine scenic beauty of the Swiss Alps, where the fresh air, snow-capped mountains and cleanliness are attracting Middle Eastern visitors, and making Arabs one of the fastest-growing sources of arrivals in Switzerland.
Last year saw some 266,066 arrivals from the GCC — an impressive 23 per cent increase on 2013’s 216,341.
“The number of GCC nationals has been growing by more than 20 per cent each year for the past three years,” Matthias Albrecht, GCC Director at Switzerland Tourism, tells GN Focus. “In 2015 we are again on track with a growth of more than 25 per cent so far. The UAE generated 262,064 overnight stays in 2014, a growth of 34 per cent compared to 2013.”
He says Switzerland’s high level of service and family friendliness appeals to Arabs. “They especially love the green nature and the deep blue lakes and rivers. The fresh air is an important criteria and outdoors activities like paragliding, summer tobogganing and jet boat rides are in hot demand. The huge variety of shopping possibilities is also well appreciated.”
These numbers are a welcome boost, helping to counter the impact of Europeans kept away by the strength of the Swiss franc and widespread belt-tightening. Moreover, tourists from Asia and the Middle East tend to be big spenders, not only dropping pennies on cow bells and chocolates but also indulging in big-ticket purchases. According to figures by tourism board MySwitzerland, Germans and Italians spend an average of CHF150 (about Dh567) a day, while the Chinese average CHF350. Arabs, however, average more than CHF500 per person a day and stay longer than the average, often in luxury hotels.
It is no wonder, then, that tourism boards, in cooperation with the hotels association, are hard at work ensuring that Arab visitors feel at home in Switzerland. A Swissinfo.ch survey of select tourist offices and hotels found more and more resorts and regions adapting their offers and services to the needs of Gulf tourists.
Geneva Tourism launched its Arabic social media pages earlier this year, but the city had already been courting the Arab traveller with five-star hotels such as Hotel President Wilson and Hôtel Beau-Rivage Geneva offering prayer mats and compasses that point to Mecca, the Quran, halal room service menu, shisha and special packages that include non-alcoholic cocktails, shisha, and breakfast. “The number of GCC visitors is constantly growing,” says Philippe Vignon, CEO of Geneva Tourism and Conventions. “It is our duty to adapt and offer expected services.”
According to the company, Geneva welcomed 219,812 GCC tourists last year — 9.7 per cent more than in 2013. The highest percentage of these tourists were from Saudi Arabia, followed by the UAE’s 57,616. About 166,000 GCC travellers visited in 2011.
Interlaken is another popular destination, registering 90,857 overnights by GCC tourists last year. Saudi Arabia and the UAE contributed 40 per cent each. “Beside marketing activities, it’s very important to have the right product,” Stefan Ryser, Vice-Director of Interlaken Tourism, tells GN Focus. “Over four years ago, we launched the first halal BBQ cruise in Switzerland. It is an evening dinning cruise on the Lake Brienz, where we serve strictly halal food.
“Now, most first-class hotels serve halal food and also have a special Arabian breakfast corner, while you can request at the reception for a prayer rug. In addition, we produce several information in Arabic.”
Interlaken — and Lucerne — has been doing a roaring trade in high-end watches, while the resort town has been courting Arabs with activities such as tandem paragliding flights where female pilots accompany women.
Calling all petrolheads
In an effort to further drive tourism from this region, Switzerland Tourism is promoting its new experience at the Dubai International Motor Show. The Grand Tour of Switzerland is a 1,600km route, with tourists driving over five Alpine passes, to 11 UNESCO World Heritage Sites, two biosphere reserves and along 22 lakes.
“The Grand Tour especially matches the needs of the GCC traveller,” says Matthias Albrecht, GCC Director at Switzerland Tourism. “As our surveys show, the GCC traveller loves nothing more than to drive around in the green nature of Switzerland and to discover new paths and attractions.”
