AdventureWeek: Unexpected Switzerland

23 November 2021

After 18+ months in the COVID-19 crisis, the Adventure Travel Trade Association wrapped up its second AdventureWeek–this time in Switzerland. An incredible group of 20 travel media and buyers from North America and Europe experienced Switzerland during a seven-day trip from Ticino, to Interlaken, Andermatt, Valais, and in-between. Every day, only public transportation was used which fits with the Swiss sustainable (Swisstainable) strategy and was a highlight for the entire group of adventure professionals. 

With no surprise, the post-AdventureWeek feedback report indicated a 4.94 out of 5 potential for Switzerland to be included in future adventure travel itineraries. The 13 AdventureWeek buyers that participated at Switzerland Travel Mart during the trip made, on average, eight new contacts, which will enable each of them to create about three new itineraries over the next three years. Moreover, the total projected economic benefit to the local Swiss suppliers by the AdventureWeek buyers amounts to over 10 million USD through 2024.

In addition to the incredible train system, that is constantly developing and offering easy and comfortable access to various secret and hidden places, other top-rated highlights were the visit to the declassified military fortress Sasso San Gottardo in Andermatt, the glacier hike at Allalin Glacier, car-free Saas-Fee in Valais, and the electric-free and isolated Bavona Valley in Ticino with stone houses over 500 years old.  The vast diversity of cuisine, nature landscape, languages, and climate within a small territory was an unexpected surprise as the group moved from one region to another. Another interesting stop was planned on the top of Eggishorn to enjoy the stunning view of Aletsch Glacier while listening to traditional alphorns. This emotional combination of stunning view of the surrounding mountains and peaks of over 4000m (13,000ft) along with the traditional alpine music, enabled everyone to fully immerse into the experience, be silent, and simply enjoy nature's beauty. 

Reflections of the AdventureWeek participants can be seen on the video above and Switzerland Tourism will be happy to receive any questions or requests through their trade and media teams.  Meanwhile, you can also start dreaming about your next visit to Switzerland by joining the Swiss and ATTA teams and another 700+ delegates globally at the Adventure Travel World Summit next year between 3-6 October 2022. 

Photo Highlights from AdventureWeek Switzerland:

AdventureWeek Switzerland participants © ATTA / Kristen Kellogg
Biking in Andermatt © ATTA / Fredrik Bye
Declassified Military Fortress Sasso de Gottardo © ATTA / Fredrik Bye
Glacier Hike at Allalin Glacier © ATTA / Kristen Kellogg
Car-free Saas Fee © ATTA / Kristen Kellogg
Raclette in Saas Fee © ATTA / Kristen Kellogg
Bavona Valley, Ticino © ATTA / Kristen Kellogg
Aletsch Glacier while listening to traditional alphorn © ATTA / Kristen Kellogg