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travelnews.ch | October 16, 2026: Travellers to Switzerland increase their spending

Whether first class on the train, luggage transport or privately guided tours: International travellers are increasingly opting for exclusivity and booking further in advance, according to an analysis by Switzerland Travel Centre.

htr.ch | October 16, 2026: International guests book earlier and spend more

Switzerland Travel Centre has analysed bookings from four key source markets. Guests from the USA, the UK, Germany and Australia are booking their trips to Switzerland earlier and spending more than in the previous year.

htr.ch | August 25, 2026: Markus Kohli: “Standard Programmes Are Becoming Less Effective”

After 100 days as CEO of Switzerland Travel Centre, Markus Kohli shares his first impressions and talks about personalisation, digitalisation, and the future of Swiss tourism.

gastrojournal.ch | August 25, 2026: “Swiss Tourism Is Very Well Positioned”

Since the beginning of June, Markus Kohli has been the new CEO of Switzerland Travel Centre (STC). In an interview with GastroJournal, he discusses his new role, current travel trends, and present and future developments in Swiss tourism.

travelnews.ch | July 16, 2026: “Switzerland Will Come Through This Relatively Unscathed”

Despite geopolitical tensions in the Middle East, demand for travel to Switzerland remained robust during the first half of 2026. Markus Kohli, the new CEO of Switzerland Travel Centre (STC), looks confidently towards the remainder of the year and talks about his move into the inbound tourism sector.

htr.ch | July 15, 2026: Geopolitics Slows Growth, but Swiss Tourism Remains Stable

Demand from international visitors for holidays in Switzerland increased by five per cent in the first half of the year. Although tensions in the Middle East recently dampened growth, Switzerland Travel Centre reports that Swiss tourism as a whole continues to demonstrate resilience.

htr.ch | June 29, 2026: Between Reach, Resources and Reality

The most effective marketing campaigns are rarely created in isolation. However, not every partnership automatically leads to success. What truly matters is how well the parties involved combine their strengths.

htr.ch | June 18, 2026: The New Desire for Stability

Geopolitical tensions and economic uncertainty are increasingly shaping travel behaviour around the world. More than ever, Switzerland is benefiting from its reputation as a safe and reliable destination.

htr.ch | June, 18 2026: “Can You Really Influence Visitors’ Behaviour?” featuring STC CEO Michael Maeder

After 14 years at the helm of Switzerland Travel Centre AG (STC), CEO Michael Maeder is leaving the company. In the podcast Destination Switzerland, he talks about travel trends, visitor management, emerging markets, and the future of travel planning.

htr.ch | May 22, 2026: “Demand Is There – Confidence Is Missing“

Michael Maeder, CEO of Switzerland Travel Centre (STC), explains how the situation in the Middle East is creating uncertainty across the industry despite strong booking figures.

htr.ch | May 12, 2026: Switzerland Travel Centre continues to grow

In 2025, the tour operator recorded the most successful financial year in its history. Booking volume rose by 15 per cent to 136 million Swiss francs.

blick.ch | April 26, 2026: “Switzerland does not have a mass tourism problem“

Switzerland is not a budget travel destination – and that is precisely what could help combat overtourism, says Michael Maeder, the outgoing CEO of the Switzerland Travel Centre.

htr.ch | March 25, 2026: Markus Kohli is to become CEO of Switzerland Travel Centre

The Board of Directors of Switzerland Travel Centre has appointed Markus Kohli as its new CEO. The 52-year-old succeeds Michael Maeder and brings with him experience from TUI Suisse and Knecht Reisen. The focus will be on further developing digitalisation and sales.

travelnews.ch | March 25, 2026: That’s Markus Kohli’s new job

A name well known in the Swiss travel industry is set to take the helm at Switzerland Travel Centre. Markus Kohli will take over as CEO in May 2026.

abouttravel.ch | March 25, 2026: Markus Kohli has a new CEO role

He succeeds Michael Maeder, who led Switzerland Travel Centre for 14 years.

travelnews.ch | January 23, 2026: Switzerland Travel Centre needs a new boss

After 14 years at the helm of Switzerland Travel Centre (STC), CEO Michael Maeder is leaving the Swiss tour operator at the end of June 2026. The decision marks the end of an era: Maeder worked for STC for around 18 years, four of which were as managing director of the subsidiary in London, followed by 14 years as CEO of the entire company.

htr.ch | January 22, 2026: Michael Maeder leaves Switzerland Travel Centre

After 14 years at the helm of Switzerland Travel Centre, CEO Michael Maeder is stepping down. The search for a successor has begun.

abouttravel.ch | January 22, 2026: Switzerland Travel Center: Maeder says “Goodbye”

The CEO is leaving the Zurich-based tour operator at his own request.

persoenlich.com | January 22, 2026: CEO Michael Maeder steps down

The Bernese native, who loves to travel, plans to take some time off after his departure to travel the world before taking on new professional challenges. The search for a successor has begun.

kleinreport.ch | September 30, 2025: Women Power for the leadership crew of Switzerland Travel Centre

Switzerland Travel Centre is expanding its leadership team: Andrea Maffioletti is now responsible for People & Culture and joins the executive management, and Sarah Peyrard will serve as Co-Team Lead for Contracting for the Switzerland Tourism and SBB tour operator.

htr.ch | September 30, 2025: Switzerland Travel Centre strengthens its leadership team

With two experienced professionals, the Swiss tour operator Switzerland Travel Centre is expanding its leadership team, combining personnel continuity with fresh impetus through Andrea Maffioletti and Sarah Peyrard.

travelnews.ch | September 30, 2025: Double reinforcement for STC

The tour operator for Switzerland, Switzerland Travel Centre, is expanding its leadership team: with Andrea Maffioletti as the new Head of People & Culture and Sarah Peyrard as Co-Team Lead of Contracting, two seasoned professionals are stepping into key roles.

gastrojournal.ch | July 3, 2025: Change at the top of Switzerland Travel Centre

Brigitte Berger Kurzen is taking over as Chair of the Board of Directors at Switzerland Travel Centre. She succeeds Thomas Allemann, who steps down after seven years as Chair.

htr.ch | July 3, 2025: Change at the top of Switzerland Travel Centre

Brigitte Berger Kurzen becomes Chair of the Board at Switzerland Travel Centre. She follows Thomas Allemann, who steps down after seven years as Chair. Barbara Friedrich from HotellerieSuisse has been newly elected to the board.

abouttravel.ch | July 3, 2025: Reshuffle at Switzerland Travel Centre

After 13 years on the board, including seven as Chair, Thomas Allemann steps down and hands over the reins to Brigitte Berger Kurzen.

abouttravel.ch | June 24, 2025: Switzerland Travel Centre launches the Digital Swiss Coupon Pass

The Pass offers travelers over 100 2-for-1 deals for enjoyment, culture, and adventure – now also available in digital format, bundled in an app.

htr.ch | May 15, 2025: U.S. market remains stable despite the storm

Geopolitical tensions and economic worries, sparked by Trump 2.0, are significant. They have not yet affected U.S. travellers’ behaviour. But travel companies are observing more cautious booking patterns.

htr.ch | April 23, 2025: Those who see the world understand Switzerland – discover its potential

Travel abroad is popular, yet Switzerland remains a highly valued holiday destination. Looking beyond the border even strengthens the understanding of the country’s tourism potential.

abouttravel.ch | April 11, 2025: Switzerland Travel Centre reports record revenue and management change

The Switzerland specialist managed to increase its 2024 annual result by 7%. A leadership change in Zurich and Stuttgart is planned for 2025.

htr.ch | April 9, 2025: Switzerland Travel Centre announces its strongest year ever

With CHF 118 million in booking revenue, the Swiss tour operator Switzerland Travel Centre records the most successful year in its history.

markt-kom.com | March 24, 2025: Unic builds the new Switzerland Travel Centre website

The tour operator Switzerland Travel Centre is unveiling its new website at Switzerlandtravelcentre.com. The new platform places strong emphasis on online sales. Offers can be tailored to guest preferences and booked online. Unic is responsible for the development.

htr.ch | March 24, 2025: Switzerland Travel Centre launches a new booking platform

A digital reboot for the largest Switzerland tour operator: Switzerland Travel Centre has completely revamped its online presence. The new platform emphasises user-friendliness, real-time booking, and aims to inspire international guests to travel to Switzerland.

htr.ch | February 20, 2025: STC: A concentrated dose of Swiss travel at the Hospitality Summit

Switzerland Travel Centre, the largest holiday tour operator, is now joining the organisers of the Hospitality Summit. With sustainable offerings and a strong focus on public transport and Swiss hotels, STC aims to deepen its collaboration with the hospitality sector.

travelnews.ch | January 4, 2025: Holiday season brings cheer to Swiss ski resorts

Lots of snow, good weather, vacation days at the right place: Swiss winter sports destinations report a record numbers of guests. The mountain railroads recorded an increase of 18 percent.

soaktuell.ch | January 4, 2025: Tourism industry reports strong business over the past holiday season

Switzerland Tourism (ST) took the pulse of the entire tourism industry over the holiday season: according to the latest survey, service providers are extremely satisfied with the Christmas and New Year period.

abouttravel.ch | December 15, 2024: The hotel industry in the Entlebuch region exchanges ideas

Next year, the regional players also want to regularly exchange information on joint cooperation topics.

travelnews.ch | December 7, 2024: Price hammer Ticino special with 40 percent discount on public transport

At the Switzerland Travel Centre, you can book a low-priced Ticino promotion that is valid until December 31, 2024.

htr.ch | December 5, 2024: The hotel industry in the Entlebuch region strengthens cooperation and exchange

The hoteliers in the Entlebuch region focus on cooperation: in a workshop, they discussed the shortage of skilled workers, finance, and marketing.

htr.ch | November 28, 2024: Switzerland Travel Centre visits Hong Kong

The top management of Switzerland Travel Centre visited the subsidiary in Hong Kong in November. The local team inspires guests from China and Hong Kong to visit Switzerland.

travelnews.ch | November 20, 2024: Dynamic look of Switzerland Travel Centre

With a comprehensive rebranding, Switzerland Travel Centre (STC) modernizes the brand without throwing its Swiss identity overboard.

htr.ch | November 19, 2024: Switzerland Travel Centre unveils its new look

With a rebranding and a new marketing strategy, Switzerland Travel Centre is focusing on dynamism, proximity, and user-friendliness.

htr.ch | September 19, 2024: Brigitte Berger Kurzen joins Switzerland Travel Centrer

Brigitte Berger Kurzen is a new member of the Board of Directors of Switzerland Travel Centre. She succeeds Philippe Zurkirchen, who left the Board of Directors after six years.

travelnews.ch | September 19, 2024 : Change in the Board of Directors of Switzerland Travel Centre

Switzerland Travel Centre welcomes Brigitte Berger Kurzen as a new member of the Board of Directors. She succeeds Philippe Zurkirchen, who left the Board of Directors of Switzerland's largest tour operator after six years.

htr.ch | April 23, 2024: Switzerland Travel Centre reports growth for 2023

The tour operator Switzerland Travel Centre reports an increase in booking volume of 22 million for the 2023 fiscal year. This corresponds to an increase of 25 percent compared to the previous year.

travelnews.ch | April 23, 2024: Switzerland Travel Centre grows by 25 percent

The Swiss tour operator increased its booking volume to CHF 110 million last year. The foreign markets of North America, Germany, and the UK contributed significantly to the strong growth.

htr.ch | February 2, 2024: Switzerland Travel Centre strengthens its ties with Ticino

The "Switzerland Travel Centre meets Ticino" event focused on closer cooperation between the tour operator Switzerland Travel Centre and the canton of Ticino. Around 80 people took part in the event in Cadenazzo.

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Jessica Giordano
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