Swiss Tourism Defies Crises – International Demand Remains on Track

As of 30 June 2026, bookings for the first half of 2026 were 5% higher than the previous year. While bookings in the first quarter (January–March) were significantly above the previous year's level at +11%, bookings for travel to Switzerland declined during the second quarter (April–June).

Markus Kohli, CEO of Switzerland Travel Centre, comments: "The decline can be explained by the uncertainties caused by the geopolitical situation in the Middle East. Nevertheless, we are positively surprised by the strong demand for travel to Switzerland."

The outlook for the second half of 2026 remains uncertain and depends heavily on last-minute bookings. An analysis of actual travel activity in the coming months suggests that a slight decline in overnight stays should be expected. As a result, figures are likely to remain in line with those of the previous year. Depending on short-term bookings and further developments in the Iran conflict, the year could still close with positive growth.

Markus Kohli, CEO of Switzerland Travel Centre, comments: "Switzerland is likely to come through this relatively unscathed. While the uncertain geopolitical situation has affected the results, the impact remains manageable. Swiss tourism is proving to be highly resilient at the moment."

The declines from Australia, Taiwan and Hong Kong can clearly be attributed to the challenging situation at airports in the Middle East. High airfares, reduced flight capacities and travel uncertainties are negatively affecting demand. However, the decrease in demand from eastern markets is being offset by growing demand from Brazil, Mexico, Canada and the United States. In particular, demand from the US remains consistently strong.

While demand from the United Kingdom was significantly higher than in the previous year, demand from Germany developed rather negatively.

Markus Kohli, CEO of Switzerland Travel Centre, comments: "Europe is developing in a very heterogeneous manner. At present, it is not possible to make any broad trend statements about Europe, as developments vary considerably from one country to another."

Travel on panoramic trains such as the Bernina Express, Glacier Express and GoldenPass Express continues to rank among the top attractions in Swiss tourism. Demand is steadily increasing, and enquiries for the limited capacities available reach Switzerland Travel Centre earlier and earlier each year. Demand for the Swiss Travel Pass – Switzerland’s all-in-one public transport pass for international visitors – is also continuing to grow in popularity. During the first half of 2026, 5% more Swiss Travel Passes were sold compared to the same period last year.

Markus Kohli, CEO of Switzerland Travel Centre, comments: "Our rail products inspire guests from all over the world. With a rail network spanning more than 5,300 kilometres and unique panoramic trains travelling through the country’s diverse regions, Switzerland offers a travel experience unlike any other in the world. The potential is far from exhausted."