Targeting a growth of 10 percent and with the focus on India's youth, Switzerland Tourism Friday organised the 11th edition of its annual "travel experience" conference here.
Home to some of the most scenic landscapes in the world, made popular here by Bollywood, Switzerland wants a larger share of the Indian tourist pie and is therefore focusing on youngsters.
And it's not only about the youth with high disposable incomes but the school and college going kids as well who have the power to influence their parents' opinion when it comes to selecting a holiday destination.
"The May-June holiday season is coming up and we are specially focusing on youth between 12 to 24 years who can influence their parents," Stephan Heuberger, director of Switzerland Tourism, said.
Acknowledging that the destination was expensive, Heuberger justified it by saying that the experience was "unforgettable and value for money".
"Switzerland is expensive but it offers value for money. You won't regret spending the money as the experience is priceless," he said.
Ritu Sharma, deputy director of Switzerland Tourism India, said that the growth rate of Indian travellers has remained at two percent for the last two years due to recession but it was 10 percent before that.
"For 2014, we are targeting a growth rate of 10 percent," said Sharma. "We are attracting the families and groups as well as individual travellers."
As part of the marketing campaign, the board is training Indian tour and travel operators on selling Switzerland as an ideal destination to Indians apart from activities like customer reach out programmes, e-marketing and advertising campaigns.
