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News Archive - All the way across Switzerland - in style (14/03/2003) |
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| All the way across Switzerland - in style |
Small, exclusive and expensive: just for once, Swiss tourism is taking consistent
advantage of the country's prestigious image by presenting a theme route packed with
elegance and lifestyle. "Luxury & Design" is its name.
"We have an immense variety of spectacular tourist attractions within a very small
area", says Juerg Schmid, the Director of Switzerland Tourism. "That makes our
country extremely attractive for theme routes - one of the really major trends in
the travel world."
"Luxury & Design", the first theme route to embrace the whole of Switzerland, had
its global launch on January 29, taking consistent advantage of the country's
prestigious and expensive image. A 72-page brochure shows where to find the finest
hotels, the most elegant shops and the best restaurants between Geneva and St.
Moritz - as well as the most spectacular countryside, which is another kind of
luxury. "Switzerland has plenty to offer" is the self-confident motto. And it might
cost a little, too.
Travelers can use railways, their own car or a rental car (with or without driver)
to follow the theme route, which combines thematic and touristic highlights. And
will they really have to reach deep into their pockets to pay for it? "Not at all",
says Juerg Schmid. The "Luxury & Design" theme route is available to everyone,
because of course there is no need to stay in the finest hotels or to shop in the
most fashionable boutiques - you can simply look at them as well."
Switzerland can look back on a long tradition in this particular area. Since the
Belle Epoque, grand hotels have been just as much a part of Swiss tourism as the
Rolex on the wrists of their well-to-do guests, and top-quality functional design
began well before the Swatch.
The first theme route from Geneva via Lucerne and Zurich to St. Moritz will actively
advertise Switzerland's most exclusive aspects in more than 25 countries across the
globe. Other routes are already in preparation, for example on "Gastronomy and Wine"
(to be launched in autumn 2003) and Art and Architecure (to follow in 2004).
Copyright by Switzerland Tourism (myswitzerland.com) |
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