Led by Switzerland Tourism in cooperation with the Embassy of Switzerland in China and Switzerland Global Enterprise, over 30 Swiss tourism bureaus, institutions, well-known brands and companies in the areas of tourism, winter sports, infrastructure and sports management will be present at the Swiss Country Pavilion at the China National Convention Center in Beijing from 7 to 10 September, 2017.

During the WWSE, panel discussions and seminars on winter sports cultivation, tourism management, and sustainable winter sports tourism will be held at the Swiss Country Pavilion, alongside a number of interactive cultural activities and games. Visitors of the WWSE are invited to enjoy drinks and snacks at the authentic Swiss-style après-skis (post-skiing) wooden lounge and to network with key Swiss decision makers.

“As the world-famous origin of winter tourism and winter sports, Switzerland is proud to be the Guest Country of Honor at this year’s WWSE. A global leader in sustainable winter sports tourism, we are also a prominent leader in providing green commercial solutions, with which China is facing many challenges. While we are attracting more and more Chinese tourists to our country, we are also aiming for long-term collaboration with China,” Ambassador of Switzerland to China Jean-Jacques de Dardel recently told the media.

“For Switzerland, China has already become the fourth strongest foreign source market”, explained Urs Eberhard, Executive Vice President of Switzerland Tourism, the national tourism board of Switzerland. “But China is not only on the move in terms of absolute figures. We observe that our Chinese customers more and more tend to travel as individual guests.” Although winter has not yet become the main travel season for Chinese travelers to the Swiss Alps, Switzerland Tourism is very confident about the big potential of the Chinese winter tourism business. WWSE has therefore become a powerful platform to promote “Switzerland, the home of Snow Sports”.

Leader in winter sports and winter tourism

The number one destination for various international winter sports events like the Alpine World Ski Championships and the Freeride World Tour, Switzerland has excellent and reliable snow conditions as well as a long-standing winter sports tradition. It was the host nation for the 1928 and 1948 Winter Olympics in St. Moritz, and with ski areas in the highest part of Alps, creating the longest, most challenging and joyous ski trails.

The timing for strategic collaboration on winter sports between Switzerland and China is ripe. At the same time as Beijing was awarded the 2022 Winter Olympics, Switzerland’s Lausanne, was chosen to host the Winter Youth Olympic Games in 2020. Switzerland has been a strong supporter for China's hosting of the 2022 Winter Olympic Games and makes a strong commitment in the promotion of winter sports and all related activities in China.

As one of the world’s largest winter sports expos, WWSE has received substantial support from Switzerland since its debut in 2016. The WWSE 2017, themed “Leading the Way,” is expected to attract more than 400 exhibitors, 20,000 sports industry professionals, and 125,000 visitors from around the world.

Highlights of Switzerland’s participation as Guest Country of Honor at WWSE  

-        Participation of Swiss government officials, industry insiders

The officials attending the WWSE include Ambassador of Switzerland to China, Jean-Jacques de Dardel, Executive Vice President of Switzerland Tourism Urs Eberhard, Chairman of Swiss Olympics Roger Schnegg, CEO of Lausanne 2020 Youth Olympic Games Ian Logan, Chairman of Swiss Ski Association Urs Lehmann. Representatives from local Swiss tourism bureaus and companies such as Engadin St. Moritz tourism bureau and Swiss National Hotel Association will also be presented, with booths showing their unique products and services.

-        MoUs and contract signed to strengthen collaboration

1. The MoU in the Field of Snow Sports Promotion signed between the Swiss Ski Association and the Chinese Ski Association will see the two parties foster bilateral cooperation in the field of winter and snow sports and Olympic Games, with the purpose to stimulate mutual exchange, knowledge transfer and friendship among athletes and peoples of Switzerland and China, and to contribute to the mass participation in sports in both countries.

2. A Memorandum of Understanding on friendship and exchange is signed between Yanqing District (Beijing Municipality) and St. Moritz (Canton of Graubünden, Switzerland), in order to further consolidate and develop the friendly cooperation between the two areas, especially in the fields of winter sports, ice and snow industry, economy and trade.

3. Switzerland Tourism and Fliggy, the travel portal of the e-commerce platform Alibaba, have agreed on a cooperation to strengthen the presence and diversity of the Swiss travel product on Fliggy, aiming at providing the growing number of young individual travelers with a selection of winter travel products to explore Switzerland.

-        Panel discussions, seminars on winter tourism and winter sports

How to organize large-scale winter sports events, how to foster snow sports cultivation, how to drive innovation in winter sports equipment,  and update services at ski resorts are topics at the panel discussions and seminars held at the Swiss Country Pavilion. Representatives from public institutions will share their insights alongside private companies and experts.

-        Saint Bernard dogs touring China for the first time to promote Tourism Year

Saint Bernard, the iconic Swiss dog breed, was once used for Alpine rescue. Nowadays, the Saint Bernards enjoy a more relaxed lifestyle as pets and companions. In the framework of 2017 Sino-Swiss Year of Tourism, two Saint Bernards called Apero and Bricotine, raised in the countryside of Canton of Vaud, travel to China to promote the country as the world’s most original and sustainable mountain tourism destination in summer and winter. They will participate as part of the official Swiss delegation at the WWSE and interact with visitors at the Swiss pavilion. Following the WWSE, the two dogs will also be visiting other scenic spots in Beijing and Shanghai to engage with visitors. Follow their journey in China on Sina Weibo (@狗to瑞士).

-        Networking occasions for Swiss and Chinese companies

The Swiss Country Pavilion will be the meeting point for Swiss and Chinese partners and companies. Networking events for Chinese and Swiss ski resorts will be organized on the spot. An official reception will be held at the Residence of Embassy of Switzerland on Friday, September 8 for participating Swiss companies and interested Chinese partners.

-        Swiss Country Pavilion showcasing Swiss ski culture  

The 300 square-meter Swiss Country Pavilion will entice visitors with its authentic chalet style. The wooden lounge of a Swiss après-skis (post-skiing) with Swiss wine and cheese will also offer visitors interactive activities to experience the ski culture in Switzerland.