With visitation to Switzerland from Australia and New Zealand up 14% this year, Switzerland Tourism has launched a new marketing campaign to entice travellers to try something different on their next visit.

‘Back to Nature’ is its new summer campaign which will run over the next two years and focus on three themes of ‘My Swiss Experience’, ‘Wildlife Watching’, and ‘Alpine Huts’.

Switzerland Tourism aims to inspire nature and outdoor lovers to discover an array of experiences around the country, plus encourage city-dwellers to reconnect with Mother Nature.

The director of Switzerland Tourism for Australia and New Zealand, Mark Wettstein, said the themes addressed the growing interest and demand from travellers who were after authentic experiences when visiting.

“Travellers are looking for new and different activities, knowledge and involvements to enhance their journey and itineraries; and getting to know or interacting with locals to learn about their ways of life is a major appeal.”

‘My Swiss Experience’ offers visitors the opportunity to explore the country and regional diversities via various experiences and encounters. ‘Wildlife Watching’ offers animal lovers a range of encounters with Swiss fauna, with over a 100 one-day packages available. The ‘Alpine Huts’ initiative is targeted at travellers wanting to stay close to nature and away from the hustle and bustle of city life.

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