TravTalk Middle East Online Magazine
Switzerland is sharpening its pitch to Middle East travellers as Saudi Arabia opens up, regional confidence grows, and families seek cooler, nature-driven holidays. In an interview with TravTalk, Martin Nydegger, CEO, Switzerland Tourism, shares how the destination plans to deepen its connection with the region and shape year-round travel.
TT Bureau
Switzerland has always enjoyed a strong relationship with travellers from the Middle East, but Martin Nydegger, CEO, Switzerland Tourism, sees the region entering a new phase entirely. As he puts it, the change is not just in outbound travel. It is in mindset.
“You can really tell that here (at TOURISE in Riyadh) this Vision 2030 and the new leadership is opening not only Saudi Arabia to the world, but also the minds of the people,” he says. That shift is creating real momentum for destinations that offer nature, comfort, and a gentler pace.
Switzerland, he believes, sits naturally in that space. Geneva in summer, for example, has earned itself a nickname among the Swiss. “It is called Riyadh Olak,” he says with a smile. “Riyadh at the Lake. You can really see that there are lots of Arabs there. They love it.” And Switzerland is keen to welcome more. The opportunity now lies in extending that appeal across the year. Middle East travellers already lean towards summer escapes, but Nydegger wants them to discover the winter side of Switzerland as well. “I say snow and not skiing,” he explains. “Winter is a completely different element and a completely different country.” For Gulf travellers who seek cooler weather, dramatic scenery, and places that prioritise family comfort, Swiss winter opens up a brand new palette.
The region’s taste for privacy, scenery, and effortless logistics makes Switzerland an easy sell. The country’s transport system, boutique hotels, and mountain villages give families the kind of quietness and convenience they often crave. And unlike many destinations, Switzerland’s tourism strategy hinges on quality over volume. It prefers longer stays, more meaningful travel, and a spread of visitors across both hotspots and hidden gems. As Nydegger puts it, the strongest differentiators remain timeless. “Nature, mountains, landscape. That is why you go to Switzerland.” What has changed is accessibility. With more than 600 mountain railways and the Swiss Travel Pass, the country’s most remote corners become effortless day trips. This matches the Middle East’s preference for smooth, reliable, low stress movement.
Looking ahead, the goal is not just to increase numbers; it is to build a steady, loyal base of travellers who return for different seasons and discover new regions with each visit. “If you keep circling only the main attractions, you will miss out the beauties on the side,” concludes Nydegger.
