China may replace Italy this year as the fifth biggest nation in terms of tourist numbers to Switzerland. Xie Songxin / China Daily

Switzerland goes into overdrive to woo high-spending Chinese tourists

Chinese tourists laughing, shouting and having fun on trains and buses, in the eyes of Urs Eberhard, is a warm and welcome sight when cold economic winds are buffeting Europe.

Eberhard, the executive vice-president for markets & meetings at the Zurich-based Switzerland Tourism, says that he has got used to the habits of Chinese, and welcomes more busloads of free-spending Chinese tourists at his resorts.

"I have no problem in getting used to the Chinese tourists. I was recently with a Chinese tour group on the train from Interlaken to Bern. The laughter, singing, bonhomie and camaraderie during the journey was unbelievable. It was clear that they (the tourists) were enjoying themselves," Eberhard says.

"If they are happy, they will always remember Switzerland and keep it in their mind for future visits. They will share their enjoyable experiences with their friends, families and relatives and so many more will come to my country."

According to current estimates Chinese tourists are now believed to be the second-highest overall spenders in the world.

That also explains why more European nations are rolling out the red carpet for Chinese tourists as the tough economic conditions have disrupted businesses for many resort owners.

Optimists like Eberhard believe that more Chinese tourists will come to Switzerland in the coming years, as tourist numbers have been growing by a steady 40 percent in the last three years.

Last year, Chinese tourists are believed to have made 82 million cross-border trips, an indication of the enormous potential that exists in China's outbound tourism market.

Eberhard says that in the next five years, the number of individual tourists will increase rapidly but those in groups will still be more than individuals, and account for 40 percent of the total market. That trend, may, however change over the decade.

Currently more than 85 percent of the Chinese tourists travel to Switzerland in groups.

"Group tours by Chinese tourists have started to outnumber those made by tourists from the UK and the US. We will now focus more on developing the niche and high-end tour group market in China," Eberhard says.

According to him, Switzerland has already gauged the importance of the high-end Chinese market and plans to offer more tailored services to attract these customers.

"One of the developing trends that they are seeing among Chinese tourists is their desire to rent a car and experience the various attractions on their own," Eberhard says.

"This is a new trend and an opportunity that we should not ignore," he says, adding that the new trends have also triggered hospitality, accommodation, medical treatment, shopping and even education demand in Switzerland.

Eberhard says that he expects Chinese tourist numbers in 2013 to surpass the 2012 numbers by 20 percent.

This year, China may also displace Italy as the fifth biggest nation in terms of tourist numbers.