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Switzerland Tourism has reported continued and strong growth in Australian visitor numbers for 2018. http://www.stevecafeandcuisine.com/

Welcoming more than 345K Aussies, representing a 7% year-on-year increase, the mountainous and rural regions emerged as the most popular destinations among the travellers.

Mark Wettstein, Director of Switzerland Tourism AU & NZ, says while urban visits continue to be popular, enjoying a steady growth of almost 4%, it is clear that Aussies are more attracted to the country’s fairy-tale-like villages and landscape, with the smaller cities and rural regions welcoming an 8% boost.

“No doubt Switzerland’s major appeal is its scenery of snow-capped mountains, lush meadows, glassy lakes and also the panoramic train rides,” says Wettstein. “Coupled with adventurous travellers traditionally well known for exploring places off the beaten path, it’s no surprise that we are seeing more and more Aussies venturing further into the crevices of the country, staying in lesser known places and embracing the local ways of life when it comes to cuisine and styles of accommodation. And more than that, they are now also discovering walking and hiking trails relatively unknown to those not from the area.”

Wettstein also attributes the continued growth and interest to the currently running and highly successful ‘Nature Wants You Back’ campaign, which initially launched in 2017.

“The visuals and messages have no doubt captured the imaginations and emotions of travellers here and with the help of our trade partners, especially the travel agents, we continue to successfully engage the interests of Aussies,” he says. “Almost 60% of Switzerland bookings are made through agents and we are extremely proud to share this ongoing success with them.”

A large portion of Switzerland’s target market includes outdoor and nature lovers. As such, the Switzerland Tourism 2019 summer campaign launching in April will focus on hiking.