Switzerland has long been a summer favourite for Indian travellers, with many flocking to the Alpine nation during May and June. However, in recent years, there has been a noticeable shift. More Indian tourists—particularly couples, friends, and solo adventurers—are now embracing Switzerland’s autumn and winter offerings, drawn by the stunning landscapes, festive experiences, and cooler, crowd-free environments.

This emerging trend was highlighted at a press event hosted by Switzerland Tourism at the residence of Martin Maier, Consul General of Switzerland, in Mumbai. Key speakers included Martin Nydegger, CEO of Switzerland Tourism, Christian Schoch, Director India, and Ritu Sharma, Deputy Director and Marketing Head for India. They shared insights into the growing appeal of off-peak seasons and the nation’s strategy to promote year-round tourism.

With over 602,000 overnight stays recorded in 2023, India is now Switzerland’s seventh-largest foreign market, and this figure is expected to grow significantly, with projections of over 900,000 Indian visitors in the next five years. Martin Nydegger emphasized, "Our strategy for India is clear: ‘Travel Better,’ focusing on quality, longer stays, and promoting the Swiss Travel System. India is a key market, and we are steering travellers towards exploring Switzerland in all seasons, not just summer."

Indian travellers are now opting for unique experiences during autumn, such as enjoying the picturesque fall foliage or winter festivities like Christmas markets, snow-shoeing, sledging, and scenic winter excursions. Historically viewed as a skiing destination during winter, Switzerland is now drawing attention for its diverse non-skiing activities, broadening its appeal for Indian tourists.

Christian Schoch, Director India at Switzerland Tourism, noted, "Switzerland is not just a summer destination for Indian travellers. Autumn and winter provide unique experiences, from fall foliage to Christmas markets. We want Indian tourists to enjoy the beauty of these seasons as much as they love our summers."

Popular Swiss cities such as Zurich, Lucerne, and Interlaken are now actively promoting their autumn and winter attractions. Zurich, typically known for its financial hub status, transforms into an autumn paradise with its vibrant colours and cool temperatures. Lucerne lights up with Christmas festivities and the LiLu Light Festival, while Interlaken continues to draw adventure enthusiasts with year-round activities like paragliding and kayaking.

Collaborations with global icons like Roger Federer and Indian ambassador Neeraj Chopra are further boosting awareness of these seasonal wonders. Chopra, who fronts the winter campaign, brings a familiar face to Indian audiences, encouraging them to explore Switzerland’s less crowded seasons.

Moreover, Switzerland’s focus on sustainable travel aligns with the ‘Travel Better’ campaign, which encourages longer stays and the use of the eco-friendly Swiss Travel System. With these initiatives, Switzerland aims to deepen the connection between Indian travellers and its local culture, ensuring the country remains a top destination across seasons.

Switzerland’s commitment to promoting its year-round appeal is clear, and with India emerging as one of its fastest-growing markets, autumn and winter are set to become as popular as summer among Indian tourists.