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Wednesday, 20 December, 2017, 11 : 05 AM [IST]

St. Moritz witnesses 21% increase in Indian overnight stays

St. Moritz, a luxury alpine resort town in Switzerland’s Engadin valley, in its tenth year of promotion in the Indian market has recorded a 21% increase in overnight stays as compared to 2015. The tourism board witnessed 4,200 overnight stays by the Indian guests of which 2,200 were in summer season and 2,000 were in winter. Massimo Boni, Head of Sales at St. Moritz Tourism Board, on his recent visit to India, informed that the overnights have grown more than 100% from the Indian market since the tourism board started marketing itself in India. “When we started promoting St. Moritz in India in 2007, it was 1,400 overnight stays annually which today has increased considerably and will continue to grow in the near future.”

Boni informed that majority of the Indians travelling to St. Moritz are high-end luxury travellers staying primarily at four and five-star properties. An average stay per Indian was recorded at 2.8 nights at the destination which is the highest from the Asian market for St. Moritz. India currently ranks at 13th position out of the 17 markets where the St. Moritz Tourism Board actively promotes itself. Domestic segment of Switzerland is the top source market for St. Moritz followed by Germany, Italy, Belgium, USA (its fastest growing market) and the UK.

According to Boni, spending power among Indian travellers has been increasing year-on-year as they are not hesitant in trying to explore and experience the new luxurious offerings in St. Moritz. Last year in June, the destination hosted a big fat Indian wedding of around 450 guests who stayed for a week. “High-end luxury travellers have been our primary contributors from the Indian market but now after successfully hosting the Indian wedding in June we are ready to host more such weddings. Focusing only on Tier-I cities of India, we will be looking forward to attract more Indian weddings from these cities along with the high-end luxury travellers,” Boni elaborated.

For marketing and promotions in the Indian market, St. Moritz Tourism Board works with Switzerland Tourism Board and Indiva marketing, a marketing, PR and sales organisation. St. Moritz Tourism Board will be working hand-in-hand with Switzerland Tourism Board for promoting its new offerings across India. The tourism board will also be increasing its budget to host FAM trips for Indian travel agents, tour operators and media.

St. Moritz will be hosting Ice Cricket tournament in February next year where popular cricketers like Virendra Sehwag, Shahid Afridi, Shoaib Akhtar, etc., will be participating. “We expect good number of Indians to visit St. Moritz in February to witness the one-of-its kind Ice Cricket tournament as Indians love to watch the game,” Boni said.   

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