Situation Analysis

In the past couple of years, Switzerland attracted many tourists from within the country. Unfortunately, the number of individuals visiting the country’s tourist destinations began dropping. This amounted to a significant reduction in the revenue collected from tourism, which is regarded as one of the key components that boost economic growth.

The attached public relations campaign identifies the causes of the drop in the number of tourists and points out a targeted approach for increasing the number of tourists in the next two years. The campaign bears the name, “Switzerland: Explore the Land of Tourist Destinations,” and it highlights the quality and beauty of Switzerland tourism destinations. According to Moss, & DeSanto (2009), the implementation of this campaign would lead to a positive perception of the tourism destination in Switzerland among potential tourists within the country. This will lead to a drastic increase in the number of local tourists visiting the country’s tourist destinations.


This comprehensive public relations campaign has the key objective of increasing the number of local tourists visiting Switzerland’s tourist destinations.


The campaign will adopt several implementation strategies in order to ensure that all citizens get the intended message. The campaign will be implemented through education of the masses and showcasing the beauty of Switzerland tourism. According to Heath & Vasquez (2001), through education, individuals will become aware of the significance of utilizing their own tourist destinations. The campaign would yield the required results, if implemented, through informing the public of the urgent need of boosting country’s tourism sector. Education will be provided through organizing public forums on the importance of local tourism and continuous media announcements. Posters and billboards would also be essential in ensuring that the campaign is effectively implemented through education. In addition to education, it will be implemented through showcasing of various beautiful tourist attractions found in Switzerland. Showcasing will involve a display to the public that shows the beauty of the tourist destinations and why tourists should be motivated to visit such places. This will involve the use of the media, especially the television section.



Switzerland is a multicultural nation that has been strongly influenced by the Italian, German, and Australian culture. Curtin & Gaither (2007) point that the culture has aspects of folk music and dance that are vital tools of uniting people. These songs are sung on numerouse occasions. The country is composed of various cultures due to outside influences and hence it is multycultural. It is simpler to implement the campaign in such a cultural background because of the openmindedness that exists.

Media Structure

There is an established media structure in the country. The structure is composed of a public broadcaster named SRG SRR and other broadcasters that air news in various languages. The media structure is made in a manner that it is able to adapt to the changing needs in the society. Licenses are issued to the media houses in order to ensure the required authenticity. Media structure would be vital in ensuring that the campaign strategy is achieved. Most citizens will be informed of the campaign and implementations strategies will succeed using the media.

Regulatory Environment

Stringent regulations relating to various sectors are set in place by the government and other relevant authorities. Regulations are based on the belief that quality would only be achieved through such measures. They are meant to protect the country from influences that would result in a decline in the campaign principles . The implementation strategy of the campaign will adhere to the set regulations in order to comply with the required standards. This is to ensure that no regulatory rules are violated hence rendering the campaign illegal.

Political System

The political system in Switzerland is based on direct democracy. The system is highly differentiated and complex; it is made up of three levels that include federal, regional, and local governments. All these levels carry out their specified duties according to the provisions of the constitution, hence ensuring that the entire country develops. This kind of system has been perceived to be leading to occasional tensions in the country. Wilcox & Cameron (2011) asserts that it will influence implementation because the appropriate procedures put in place by these governments have to be followed.


The campaign will be designed in such a manner that it will be able to adapt to these changes. It will be designed in a manner that provisions that will allow many changes. Rigidity will be eliminated from the campaign in order to ensure that all the concerned issues arising during the campaign are appropriately addressed. It will be also vital to design the campaign in line with the existing rules and regulations relating to the tourism sector and the handling of individuals. People will appreciate the campaign more in case it touches their feelings in addressing them rather than violating their beliefs. This campaign will be totally designed in an open manner that allows for accommodations while eliminating the unnecessary details.


The overall campaign will be patently successful. A survey will be conducted at the beginning and at the end of the campaign in order to measure the level of success. At the beginning of the campaign, the sole objective was to increase the number of local Swiss tourists from 20% to 50%. The gradual increase in the number of individuals changing their attitudes and perceptions toward tourism in their own country provides the evidence for the assertion of success. Most individuals will be visiting the tourist destinations hence countering the existing shortage. These statistics are enough to prove the success of the campaign as the main aim of the campaign is to increase the percentage of local tourists.


The campaign could have been suitable to Switzerland’s environment in case the implementation strategies involved door-to-door awareness. A strong group of individuals would have been recruited in the entire country with an aim of conducting door-to-door campaigns. This ensures that all individuals are involved in the campaign, and their contributions are taken into consideration. This is the key area that would have been done differently in order to boost the suitability of the campaign in the country.


In conclusion, Switzerland is well endowed with tourist destinations. It previously attracted many local tourists, but the current research has indicated a sharp decline in the number of local toursits visiting the country’s tourist destinations. This trend can be changed by a strategic and comprehensive campaign aimed at changing attitudes and perceptions of citizens about local tourism. This could be achieved through education and awareness campaigns relating to the tourist industry and its desire for more local tourists. Education and awareness campaigns will help in changing perceptions of individuals and increase their motivation for local tourism leading to increase of 20% to 50%. The locals who would appropriately complement the numbers of international tourists will revolutionize the tourism industry. Thus, the local tourism campaign is vital in ensuring that there are higher returns from the sector.

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