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Amid a vibrant resurgence in international travel, Sandra Babey, renowned for her extensive tourism expertise, has been appointed as the new Market Manager for Australia and New Zealand by Switzerland Tourism. The appointment takes effect from October 1, 2023.

Babey’s journey in tourism is as illustrious as it is inspiring. Before this appointment, she named herself the enduring Market Manager for Spain and Portugal at Switzerland Tourism. She replaces the outgoing Market Manager, Livio Goetz, who will relocate with Switzerland Tourism to Dubai.

The move is crucial as tourism from Australia and New Zealand to Switzerland has shown a buoyant resurgence. Despite the long-haul distance, tourists from Down Under have been frequent visitors to Switzerland, contributing to the key strategic focus areas of the country’s tourism industry, such as increasing the length of stay, promoting sustainable travel, and enhancing seasonal diversity.

According to the latest data from the Federal Statistical Office, tourists from Australia and New Zealand accounted for 398,000 hotel overnight stays in Switzerland pre-pandemic. The daily average spend by these tourists is an impressive CHF 260, per Tourism Monitor Switzerland. This high spending underscores the potential of this market for Switzerland’s tourism sector.

Further, between January and April 2023, overnight stays from Australia and New Zealand increased by more than 7% compared to the same period in 2019. This surge indicates a return to growth for the market, a positive sign for Switzerland’s tourism industry.

Babey brings a wealth of international marketing experience and a deep understanding of Switzerland’s unique tourism offerings. A graduate of the prestigious Schweizerische Hotelfachschule Luzern (Swiss Hotel Management School Lucerne), she began her career in the hospitality sector as a Marketing & Sales Manager at the Hotel Wilden Mann in Lucerne.

Following the success, she was the Marketing Manager for Switzerland Tourism in Barcelona, Spain. Babey’s impressive career trajectory saw her take the helm as the head of the ST branch there in 2013.

“Sandra Babey is both a Swiss tourism professional and a cosmopolitan marketing expert – I am convinced that with her creativity and in-depth knowledge of Switzerland, she will get our partners and guests down under enthusiastic about Switzerland,” said a delighted Simon Bosshart, Head of Markets East and member of the ST Executive Board.

Babey’s assumption of the role in Sydney ensures the continuity of all activities during the transitional phase, with the support of the Walshe Group, which will continue to work with Switzerland Tourism until December 31, 2023.

As Switzerland continues to captivate visitors from Australia and New Zealand, the appointment of Sandra Babey certainly heralds a new and exciting chapter in strengthening the bond between these countries.