Under the slogan “Awaken your senses”, Swiss tourism organizations are specifically promoting autumn as a new season. The background: thus far mountain tourism has been too dependent on the season, as vendors often only think in the categories of high and low seasons. Therefore, the marketing approach is still too strongly focused on summer and winter tourism; offer development has rested too long on traditional activities such as hiking and skiing, according to criticism from the Swiss Tourism Association. Hoteliers, innkeepers, railway operators and local marketing organizations are now being called on to rethink and redistribute specific offers throughout the year. Autumn in particular offers many occasions for this, such as autumn cuisine, Swiss wine, wild animal watching or traditional fall events such as alpine cattle drives, the Chästeilet cheese ceremony, wine, chestnut and other festivals in this season. Given the growing trend towards shorter breaks that are more contemplative than sporty, this is a concept that should find interest elsewhere too.
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