Switzerland has rapidly become a dream destination for Thai travellers, drawing increasing numbers each year with its breathtaking alpine scenery, clean environment, and world-class experiences. From snow-capped mountains and charming lakeside towns to iconic train rides and luxurious resorts, the country offers a perfect mix of adventure, tranquility, and European elegance. As more Thai tourists seek unique, peaceful, and premium travel experiences, Switzerland stands out as an ideal getaway, promising not only natural beauty but also safety, efficiency, and warm hospitality that resonates with Thai travellers’ preferences.
Switzerland’s breathtaking landscapes and crisp, clean air have an undeniable charm. For first-time visitors, the country’s natural beauty feels like a dream—and for those returning, the popular phrase “I need Switzerland” rings truer with each trip.
In a recent event celebrating Swiss tourism, Pedro Zwahlen, the Swiss Ambassador to Thailand, emphasized the strong and enduring relationship between the two countries. Tourism, he noted, has played a key role in nurturing these bilateral ties.
Thai tourists, in particular, are drawn to Switzerland’s most iconic sights. They tend to plan well in advance and seek experiences that blend exploration with relaxation. Group tours remain a preferred travel style, with top picks including the scenic Bernese Oberland, charming Lucerne, picturesque Valais, and vibrant Zurich. When it comes to getting around, Thai visitors favor public transportation options like scenic trains, ferries, and cable cars over rental cars due to convenience and cost.
Baptiste Pilet, Regional Director of Switzerland Tourism for Southeast Asia, shared that Thailand ranks second in visitor numbers from the region, recording 178,761 overnight stays. While that figure reflects a 24% dip from the previous year, Thailand continues to hold a strong position among Swiss tourism markets in Europe. Singapore retained the top spot, with 227,844 overnight stays.
In 2024, tourists from Southeast Asia collectively contributed 737,229 overnight stays across Switzerland, marking a 12% decrease compared to the 2023 high. Still, despite hurdles such as currency fluctuations, inflation, and global competition, the demand from Southeast Asian travelers remains resilient.
Interestingly, even with the decline, travel from Southeast Asia has rebounded more quickly than from other regions in Asia. Compared to pre-pandemic times, the number of overnight stays is already up by 14%, signaling a robust recovery.
In an effort to encourage responsible and sustainable tourism, Switzerland has rolled out its “Travel Better” initiative. This approach focuses on five core pillars:
- Promoting travel year-round to balance tourism across all seasons
- Managing visitor flows to avoid congestion and enhance experiences
- Encouraging longer stays to foster deeper cultural connections
- Embedding sustainability throughout the tourism sector with the Swisstainable program
- Ensuring that tourism development also benefits local communities
Green travel is more than a trend in Switzerland—it’s a national priority. From eco-certified hotels and electric vehicle rentals to dairy farms practicing sustainable agriculture, travelers are welcomed with a wide range of environmentally conscious choices.
Switzerland truly offers something for everyone, in every season. Whether you’re a solo traveler, on a family vacation, or looking for a luxurious escape, the country’s diverse accommodations, seamless transport, and rich experiences ensure an unforgettable journey.
Switzerland is increasingly becoming a dream destination for Thai travellers, offering a perfect blend of natural beauty, luxury, and peace. Its scenic landscapes and premium experiences are drawing more Thai tourists each year.
