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In the Media

Find all media reports about Switzerland Travel Centre here.

htr.ch | 25 August 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 | 25 August 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 | 16 July 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 | 15 July 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 | 29 June 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 | 18 June 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 | 18 June 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 | 22 May 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 | 12 May 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 | 26 April 2026: "Switzerland does not have a problem with mass tourism"

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

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

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

travelnews.ch | 23 January 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 | 22 January 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 | 22 January 2026: Switzerland Travel Centre: Maeder says goodbye

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

persoenlich.com | 22 January 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 | 30 September 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 board, and Sarah Peyrard will serve as Co-Team Lead for Contracting for the Switzerland Tourism and SBB tour operator.

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

With two seasoned individuals, the Swiss tour operator Switzerland Travel Centre is bolstering its leadership team, emphasising both continuity and new momentum by appointing Andrea Maffioletti and Sarah Peyrard.

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

The tour operator for Switzerland, Switzerland Travel Centre, is broadening its leadership team: with Andrea Maffioletti leading People & Culture and Sarah Peyrard serving as Co-Team Lead for Contracting, two experienced figures are assuming pivotal roles.

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

Brigitte Berger Kurzen is assuming the Chair of the Board of Switzerland Travel Centre. She replaces Thomas Allemann, who steps down after seven years as Chairman.

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

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

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

After 13 years on the board, seven of them as Chairman, Thomas Allemann steps down and passes the baton to Brigitte Berger Kurzen.

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

The Pass offers travellers over 100 2-for-1 offers for enjoyment, culture and adventure – now also in digital form, bundled into an app.

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

Geopolitical tension and economic concern, triggered by Trump 2.0, are considerable. So far, they have not had an impact on U.S. travellers’ behaviour. However, travel firms are witnessing more cautious booking.

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

Travelling abroad is popular, and yet Switzerland remains a highly regarded holiday destination. Looking beyond the border even enhances the appreciation of the nation’s tourism potential.

abouttravel.ch | 11 April 2025: Switzerland Travel Centre announces record revenue and a change in management

The Switzerland specialist managed to boost its 2024 annual results by 7%. A change of management in Zurich and Stuttgart is scheduled for 2025.

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

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

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

The tour operator Switzerland Travel Centre is launching its new online presence at Switzerlandtravelcentre.com. The new platform has a strong focus on e-commerce. Offers can be customised to guest wishes and booked online. The implementation was handled by Unic.

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

A digital reboot for the largest Swiss tour operator: Switzerland Travel Centre has totally overhauled its web presence. The new platform is built on usability, real-time booking, and is intended to inspire international visitors to explore Switzerland.

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

Switzerland Travel Centre, the largest vacation tour operator, is now joining the patronage of the Hospitality Summit. With sustainable offers and a strong emphasis on public transport and Swiss hotels, STC intends to strengthen collaboration with the lodging sector.

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

Plenty of snow, good weather and well-timed bank holidays meant that Swiss winter sports destinations reported record numbers of guests. Mountain railways recorded an increase of 18 per cent.

soaktuell.ch | 4 January 2025: Tourism industry reports strong business over the recent festive period

Switzerland Tourism (ST) kept its finger on the pulse during the festive season and, according to their latest survey, service providers are extremely satisfied with business over the Christmas and New Year period.

abouttravel.ch | 15 December 2024: Hoteliers in Entlebuch strengthen cooperation and exchange

The regional players want to continue to hold regular information exchanges on joint cooperation topics next year.

travelnews.ch | 7 December 2024: Ticino-Special offers a 40 per cent discount on public transport

Low-cost Ticino promotion available via Switzerland Travel Centre until 31 December 2024.

htr.ch | 5 December 2024: Hoteliers in Entlebuch strengthen cooperation and exchange

Hoteliers in Entlebuch focus on cooperation, discussing finance, marketing and a shortage of skilled labour.

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

Switzerland Travel Centre's senior management team visited the Hong Kong office in November to visit the local team inspiring guests from China and Hong Kong to visit Switzerland.

travelnews.ch | 20 November 2024: Switzerland Travel Centre reveals a new logo and a new look.

With a comprehensive rebranding, Switzerland Travel Centre has developed a logo that retains a strong Swiss identity while embracing a modern aesthetic

htr.ch | 19 November 2024: Switzerland Travel Centre unveils a new brand identity

Switzerland Travel Centre is stepping into the future with a comprehensive rebranding. As the leading provider of travel to Switzerland, the company now presents itself in a more colourful and modern way.

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

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

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

htr.ch | 23 April 2024: Switzerland Travel Centre shows major growth in 2023

Tour operator Switzerland Travel Centre increased its booking volume by CHF 22 million in the 2023 financial year, an increase of 25 per cent compared to the previous year.

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

The Swiss tour operator increased its booking volume to CHF 110 million last year. The North America, German and UK international markets contributed significantly to this strong growth.

htr.ch | 2 February 2024: Switzerland Travel Centre intensifies cooperation with Ticino

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

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