Editor’s Note

On 29 May, the 2022 International Mountain Tourism Day theme event was held online and themed on “Mountain Tourism Promotes Healthy Life and Cultural Exchange”. The event motivated the New Media network, connected IMTA members, destination agencies, enterprises, and experts from all over the world, and carried out “cloud communication, dialogue, and presentation” around three chapters — “Focus · Mountain”, “Health · Life”, and “Civilization · Communication”. Against the complex global landscape and threat from COVID-19, the event helps create a healthier and more positive atmosphere and market for mountain tourism, promote cultural exchange, friendly communication, and mutual integration among countries, to jointly prepare, build, and share a bright future of mountain tourism. At the event, Daniela Chiani, Director of Greater China for Switzerland Tourism, delivered a speech.

Promoting Sustainable Development of Mountain Tourism is Top Priority of Swiss Tourism

Hello everyone, My name is Daniela Chiani and I’m the new director of Greater China for Switzerland tourism. And first of all， I would like to extend a big thank you to the International Mountain Tourism Alliance for inviting me to join you in this special occasion. But more importantly， I would like to thank you all for the incredible work that you do in protecting and promoting safe and accessible mountain tourism all over the world.

As a nation， Switzerland may seem small and insignificant. But as Mark Twain origins of famously said about our country， it would be a mighty big place if it was just ironed flat. And it’s true， the mountain tourism has been at the heart of Switzerland tourism from the very beginning. The Alps are the No.1 reason why people travel to Switzerland from all over the world. Two-thirds of our country are covered in mountains and each and every peak has something very unique to offer. From the Bernina Piz of the Engadin in the east to the Mediterranean vineyards of the shores of Lake Geneva and last but not least the lacier wind on the top of the Jungfraujoch.

During the pandemic， a lot of us have rediscovered the benefit of outdoor activities to physical and mental health. Alpine tourism is a primary source of free of charge for many locals and travelers all year around. In China, the desire for natural outings and sustainable experiences has increased significantly， and we hope that the Beijing Olympics in 2022 will further spark the interest in winter destinations.

Both the Swiss and Chinese value the rich variety of natural landscapes and wide range of activities the mountains have to offer. In the winter， as slopes and powders invite you to ski or simply relax in the winter sun. In the summer， our pristine Alpine lakes, spectacular panoramic trains, finiculars and cart wheels bring you closer to nature.

Protecting and promoting a safe and sustainable mountain tourism is the No. 1 priority for Switzerland tourism. Although mountains seem strong and robust their existence is surprisingly fragile. That’s why Switzerland tourism launched the sustainable program a joint effort for a new sustainable way of travel. To travel sustainably means enjoying nature up close and at first hand. Experiencing the local culture in an authentic way and to consume regional products and last but not least to stay longer and dive deeper. We’d like to invite everyone to contribute to sustainable mountain tourism. Where we benefit shared knowledge, culture collaboration and mutual care for our environments.

We’re happy to engage in exchanging our expertise as a prime Alpine destination. We cannot wait to welcome Chinese travelers back to our country and to our mountains as soon as we all could travel again. Thank you very much.