In a strategic move to capture the Chinese travel market, Switzerland Tourism has launched an innovative promotional video titled “Gallop to Switzerland!” timed with the upcoming Chinese New Year celebrations. The campaign creatively merges traditional Chinese cultural symbols with Switzerland’s most iconic landscapes and transportation experiences.
The visually striking production features two actresses placing traditional Chinese New Year elements—including red lanterns, intricate paper-cut window decorations, spring festival couplets, and symbolic Chinese knots—against the backdrop of Switzerland’s most picturesque destinations. These include the snow-covered peaks of Zermatt, the majestic Jungfrau region, Mount Pilatus, and Mount Titlis, alongside breathtaking journeys aboard the renowned Bernina and Glacier Express rail routes.
Daniela Chiani, Director for Greater China at Switzerland Tourism, explained the cultural significance behind the campaign during a Beijing promotional event. “The horse holds profound symbolism in both our cultures,” she noted. “In Chinese tradition, it represents diligence and ambition, while in Switzerland it embodies courage and exploratory spirit. This dual meaning provides the perfect metaphor for our 2026 marketing strategy.”
The initiative has received strong diplomatic support from the Swiss embassy in China. Felix Schwendimann, Counselor and Head of the Culture and Media Section, emphasized the video’s role in fostering bilateral understanding. “This creative presentation offers Chinese audiences a glimpse into Switzerland’s unique charm while conveying our nation’s welcoming spirit,” he stated. Schwendimann further highlighted tourism’s crucial role in strengthening people-to-people connections between the two countries, noting that true travel experiences extend beyond scenery to include cultural immersion and personal connections.
The campaign launch coincides with encouraging tourism statistics. Media reports indicate Chinese tourists recorded approximately 1.071 million overnight stays in Switzerland from January to October last year, representing a 5.3 percent increase compared to the same period in 2024. This growth trajectory underscores the importance of the Chinese market to Switzerland’s tourism industry and validates targeted cultural marketing approaches.