Viewpoints with bite

What’s really behind Switzerland’s tourism boom — and what could disrupt it. 2025 was the most successful year on record for Swiss tourism, with overnight stays up 2.6 per cent to 43.93 million. But behind the headline figures lies an industry navigating geopolitical volatility, a domestic-international demand shift, structural challenges in hotel financing, and a widening gap between luxury and mid-market positioning. Andrea Jörger, Managing Partner of Horwath HTL Switzerland, shares his perspective on where the opportunities — and risks — lie

The past year has highlighted both the challenges and the resilience of the DACH hospitality sector. Germany and Austria have had to contend with sluggish growth, high energy costs, and persistent inflation, while broader geopolitical uncertainty – from international trade tensions to the ongoing war in Ukraine – continues to weigh on sentiment. Switzerland, by contrast, has remained comparatively stable, supported by strong domestic demand and its position as a high-value global destination. These differing dynamics illustrate the complexity of the region but also underline its importance as one of Europe’s most resilient markets.

Our latest report from the German, Swiss and Austrian hotel markets.

In the rapidly evolving landscape of digitalization, the hospitality industry faces significant challenges in safeguarding valuable data and maintaining robust cyber security. The concept of a ‘Digital Bodyguard’ is introduced to address these challenges, emphasizing the crucial role of cyber security as part of hotel asset management.