Switzerland Tourism has increased its focus on luxury travel with the Swiss Silent Luxury strategy from 2025. The approach has emphasised nature, privacy, service, and meaningful experiences rather than overt displays of wealth. Luxury tourists have spent an average of CHF 630 per person per day in the segment.
Five-star hotels have accounted for around 8pc of overnight stays but 25 to 30pc of total revenues in Swiss hotels. The strategy has responded to luxury travellers who have sought time, space, discretion, and authentic connections. Switzerland Tourism has built the approach around three pillars of Alpine Nature, Discretion and Privacy, and Excellence in Service and Craft.
The national tourist board has aimed to attract high-value travellers who stay longer, spend more, and explore across seasons and regions. This has supported balanced tourism growth and local economies.
