Swiss Trade - SwissCham

20 Swiss Trade November 2010
A word from...
Daniel Küng,
CEO of Osec
Osec is currently
developing socalled
export
platforms. What
does this mean?
Osec is developing
export platforms
on a state mandate, as part of broader
stabilisation measures to support
the export industries. The platforms
function as associations, to a large extent
independent from Osec, and they
complement existing organisations.
The idea is to help certain promising
branches access export markets with
great potential. The supply of Swiss
goods becomes more concentrated,
foreign demand is clearly identified,
and the two are brought together efficiently
through the platform.
What are the existing export
platforms?
There are currently three export platforms:
Cleantech, Medtech and the Ingenious
for architecture, engineering
and design. They are led by Uwe Krüger,
Erwin Locher and Nelly Wenger.
What advantages are there?
Primarily, Swiss SMEs profit from the
export platforms, which foster networking
between companies and information
exchange between Swiss
and foreign players. Under the common
umbrella brand the platform ensures
that the SME and its innovative
and high quality products are better
perceived in target markets.
Apropos target markets: which
areas are covered?
In principle the platforms try to help
SMEs with requests regarding all markets.
But to be able to produce a specific
effect, they have to focus on the markets
where there is most trade potential
for Swiss companies. In the Cleantech
branch this means mainly the USA,
Canada, India, UK and Poland. For the
“Ingenious” there are greater opportunities
in Germany, France and Singapore.
The Medtech platform covers the
USA, China, Japan, France, Germany
and the Netherlands.
City breaks and business
travel on the rise
Jürg Schmid, Director of Switzerland Tourism, comments on the
growth potential of tourism and the meaning of luxury travel.
Tourism
Written by Martina Gyger
Tourism is Switzerland’s third biggest
export industry. During the recent
international economic downturn, Swiss
tourism has proven to be resistant to the
crisis. However, it is not independent of
economic developments.
“We will probably notice the effects of
unfavourable currency rates, especially
the weak Euro, from this fall onwards”,
Jürg Schmid says.
This summer, the Swiss Federal Council
launched a tourism growth strategy with
the objective of better utilizing the potential
of this business sector.
“It requires sufficient funding, otherwise
it will remain a mere intention
that cannot be translated into a sustainable
strategy”, Jürg Schmid states. Last
year, as part of the government’s stimulus
programme, Switzerland Tourism received
CHF 12 million in funding, plus
CHF 3 million from regions and partners,
which were invested in additional marketing
activities in Switzerland, France, Germany
and Italy.
“Those measures, which focused on
promoting value-added offers, generated
sales of approximately 378 million Swiss
francs and 1.35 million additional overnights”,
Jürg Schmid explains.
According to Mr. Schmid, there is great
potential for growth in city tourism, as
people tend to travel more frequently but
Places of
international
attraction
such as St. Moritz
are well-
positioned, but
Switzerland is
not limited to
such brands.
Jürg Schmid, Director
of Switzerland
Tourism
make shorter trips. Business travel has
started to recover. One of the main campaigns
is centred around convention tourism,
he says.
“We put a lot of effort into researching,
evaluating and advising potential clients
who would hold meetings in Switzerland.”
Even an alpine hut can be luxurious
The cooperation with the chambers is excellent,
Schmid says.
“Swiss tourism is a typical shop window
product – highly attractive and authentic.
It is exactly this image of Switzerland that
the Swiss chambers of commerce can use
when representing their interests with the
decision-makers abroad”, Jürg Schmid
says.
Many people abroad equate travelling
to Switzerland with luxury.
“Places of international attraction such
as St. Moritz are well-positioned, but Switzerland
is not limited to such brands”, he
says.
Both low budget accommodation and
premium hotels in Switzerland offer top
quality and good value for money. Mr.
Schmid sees room for improvement in
the rural and alpine mid-range options in
terms of quality and service.
“Personally, having time for myself is a
real luxury – to relax, to enjoy the beauty
of the Swiss landscape”, he says. For this
reason, he recommends: “Spend your winter
holidays in Switzerland. It’s the best
place for authentic travelling and outdoor
experiences.”