Such success did not occur overnight, and this landlocked European country should be lauded for nature conservation, infrastructure development and its continuity in tourism policies, which have kept it one of the world's top destinations.

"There is no limit on the number of tourist arrivals. And to sustain this number, we have to focus on nature conservation," said Federico Sommaruga, Switzerland Tourism director for Russia/CIS, India, GCC and emerging markets.

Beautiful scenery has long been the biggest magnet for tourists, as well as a few trademark souvenirs, particularly watches, chocolate and pocket knives.

Now Switzerland is selling itself in two seasons - summer and winter. In summer visitors can enjoy nature, while in winter they can frolic in the thick snow of the Alps - attractions that drew 25,000 Thai tourists last year, who stay on average three days and spend an average of 350 Swiss francs (Bt11,000) a day.

"We are selling the flavours of our cities, different cultures (from German, Italian and French communities), lakes, rivers, financial centres and international organisations. Switzerland brings them a completely different lifestyle," Sommaruga said.

According to Switzerland Tourism, which pulls the strings behind tourism offices in 34 countries worldwide, Thailand is not ranked among the top 10 markets. Switzerland provided 32 million overnight hotel rooms throughout 2005. Half of these were to foreign travellers, mostly from Germany and other European countries, as well as from the US and Japan.

Switzerland is known for its well-developed infrastructure, which includes punctual trams and trains that limit the number of vehicles on the road and help to keep pollution down.

Now Switzerland is targeting travellers from China, India, Russia and Arab countries, where robust economic growth has boosted per capita income, thereby making leisure travel available to millions.

"With growing income, they need to see the world, and they want to see something else of the world," Sommaruga said.

But not all markets require a similar marketing strategy.

To tap more Chinese travellers, Switzerland came up with a number of classic tour packages at reasonable prices, such as "Switzerland in 36 Hours". With this, travellers can experience all Switzerland has to offer - snow, lakes, mountains, Swiss and Chinese food - in just 36 hours.

The brevity of the visit lets travellers save on accommodation, without damaging Switzerland's image as an expensive destination.

"We're not a cheap destination and we have no policy to make it cheap with the security and service quality we have. Not that we want to be expensive, but compared to Moscow and New York, we're still cheaper," said Sommaruga.

Travellers from Arab countries, on the other hand, do not need cheap things. Their priority is quality hotels, where their family members are safe and can enjoy activities together. Switzerland is generally regarded as one of the safest European destinations.

"Only four- and five-star hotels are wanted, no matter where they are located," he said, adding that Switzerland can offer them the security and service quality they require.

To ensure consistent growth in the tourism industry - the third largest income generator after metal and the pharmaceutical/chemical sectors -Switzerland Tourism has focused on four key areas: media management; account management; websites that boast 13 different languages; and promotional campaigns to reach direct customers.

Achara Deboonme

The Nation

Zurich