The efficient and effective use of existing technologies is becoming an increasingly important competitive factor. Digitalisation is a driver and enabler at the same time, and therefore provides great opportunities. Tourism businesses carry the main responsibility for digital transformation. The Confederation’s new tourism strategy prioritises digitalisation, thus contributing towards improving the general conditions.
Implementation focuses on two action areas. Digital transformation must be strengthened and supported by business processes and models (comp. Action Area 5), and the digital transformation of the market cultivation process must also be supported (comp. Action Area 6).
Action area 5: Digital transformation of business processes and models
In 2017, SECO launched a digitalisation initiative in tourism, providing even more support for the necessary digital transformation of business processes and models in tourism. Digitalisation projects and the transfer of knowledge will continue to be given priority as part of the implementation of the new tourism strategy. Data and statistics will continue to be developed. The development of existing data and statistics will be at the heart of the work. The development and harnessing of new data (e.g. on guest behaviour) is to be assessed.
Action area 6: Digital transformation of market cultivation
The requirements of tourists are changing rapidly and marketing and diffusion channels are constantly increasing, boosting the demand for marketing. An evaluation of Switzerland Tourism (ST), the federal agency responsible for tourism marketing, is in the pipeline for 2018. This will focus on the services provided by ST and the distribution of roles in tourism marketing. Swiss Tourism will also have developed the MySwitzerland web platform by 2019.