Switzerland is much more than dramatic landscapes, quaint country settings, chocolates, cheese and watches. Being centrally located in the heart of Europe straddling the French, German-Austrian, and Italian borders, the country is also rich in different customs and traditions – a wonderful combination of the the traditional and cultural influences of its neighbours.
To celebrate this heritage, Switzerland Tourism has dedicated the year 2013 to the ‘Living Traditions’ – the diverse linguistic, culinary, architectural and musical traditions shape the Swiss culture in different parts of the country.
The Swiss traditions are alive and the authenticity and living traditions can be experienced still today in all regions of the country and vary from region to region.
It may be mentioned that the country which has a population of 8 million people had 18 million visitors last year and India is a key market.
“India market has shown a positive growth even in 2012, which is commendable,”
said Ritu Sharma, Deputy Director, Switzerland Tourism India.
“Both India and Switzerland take pride of their rich heritage of culture and traditions... People here believe and follow their traditions,” said Stephan Heuberger, Director, Switzerland Tourism India.
“‘Living Traditions’ is an endeavour to showcase our customs and way of life that reflects the true Switzerland. We are sure that Indian visitors will find it enthralling whilst they are experiencing our traditions and customs in our nature,” said Heuberger.
As a part of the theme, Switzerland Tourism has introduced almost 100 activities to provide visitors an experience of the Swiss traditions. From witnessing how alpine cheese is made at the Chalet Lioson d’Enbas or have a go at playing an alphorn in Nendaz or be it admiring the beautifully adorned cows in Charmey, visitors will be able to experience some of the oldest Swiss traditions.
Swiss Tourism will also focus on meetings, incentives, conferences, and exhibitions majorly this year. It will also undertake varied marketing activities for 2013 ranging from consumer reach out programmes, advertising campaigns and launch an official Facebook page with an Indian feed to target Indian tourists.