Home to some of the most scenic landscapes in the world, made popular here by Bollywood, Switzerland wants a larger share of the Indiain tourist pie and is therefore focusing on youngesters. And it is not only about the youth with high disposable incomes but the schools and college going kids as well who have the power to influence their parent's opinion when it comes to selecting a holday destination.
"The May-June holiday season is coming up and we are specially focusing on youth between 12 to 24 years who can influence theri parents," Stephan Heuberger, director of Switerland Tourism, said. Acknowledging that the destination is expensive Heuberger justified it by saying that the experience would be "unforgettable and value for money".
"Switzerland is expensive but it offers value for money. You won't regret spending the money as the experience is priceless," he said. As part of the marketing campaign, the board is training Indian tour and travel operators on selling Switzerland as an ideal destination to Indians apart from activities like customer reach out programmes, e-marketing and advertising campaigns.