Switzerland is launching a public awareness campaign aimed at improving relations between foreign visitors and local populations, particularly in areas experiencing overtourism.
Tensions Rise in Popular Destinations
The influx of tourists is creating mixed reactions in cities like Lucerne, described as a “postcard-perfect” destination. Some residents have expressed frustration with visitor behavior, with one resident stating they sometimes feel as crowded as in cities like Pékin or Mumbai. Complaints include tourists not yielding in narrow streets, and littering.
Others point to overcrowding of public spaces, noting that tourists can occupy half the width of bridges, forcing locals to walk in the road.
Nous ne voulons pas éduquer, mais favoriser un tourisme de qualité
However, not all residents share these concerns, with one resident stating they believe tourism is necessary and have no issues with visitors.
A Light-Touch Approach
SuisseTourisme is responding to these tensions with a video campaign to be shown on Swiss International Air Lines long-haul flights. The campaign aims to gently remind visitors of basic etiquette, such as not monopolizing space on public transport, asking before taking photographs of locals, and supporting local businesses.
Martin Nydegger, directeur de SuisseTourisme, explained that the goal is not to “educate” but to “favor quality tourism,” acknowledging that visitors from different cultures may not be familiar with local customs.
Regions Under Pressure
The campaign will be available to destinations most affected by overtourism, including Lucerne and the Grisons. The Jungfrau region, the most visited area of the country, is as well among the first to implement the campaign.
Marc Ungerer, directeur de Jungfrau Region Tourismus, believes this campaign is only a first step, stating, “Il faut aller plus loin. Ce fort afflux de visiteurs est un phénomène encore assez nouveau pour nous.” He also noted that residents expect to see concrete benefits from the increased tourism.
Frequently Asked Questions
What is the purpose of the new campaign?
The campaign aims to improve the relationship between foreign visitors and local populations in Switzerland, particularly in areas experiencing overtourism.
Where will the campaign be shown?
The campaign will be shown as a video on Swiss International Air Lines long-haul flights.
What are some of the behaviors the campaign addresses?
The campaign encourages visitors not to monopolize space on public transport, to ask before taking photographs of locals, and to support local businesses.
As Switzerland seeks to balance the economic benefits of tourism with the quality of life for its residents, will this campaign prove sufficient to address the growing tensions in popular destinations?