ritable stratégie d’entreprise. Dans ce but, nous avons défini quatre domaines d’activité prioritaires : Culture/Loisirs, Art de Vivre, Education et Bien-être, Tourisme d’affaires. Pour chacun d’entre eux, nous avons établi un plan d’action précis, en renforçant notamment nos collaborations avec les écoles privées et les cliniques.
Des nouveautés pour 2015 ? Notre campagne de l’été 2014 « Be my Guide », qui incitait les habitants de la région à jouer les guides touristiques, ayant été un réel succès - elle a généré 130’000 vues sur You Tube! -, nous envisageons d’accentuer encore notre présence sur les réseaux sociaux. Et nous avons mis au point une application pour smartphones et tablettes nommée «Rencontres et Inspiration» qui permet dorénavant de se balader, à pied ou à vélo, sur les traces des hôtes célèbres de la Riviera , en suivant un itinéraire balisé par des bancs disséminés entre Lavaux et Chillon, chacun dédié à un hôte en particulier.
Christoph Sturny “A genuine enterprise strategy” Fortunately for Montreux Vevey Tourism, the years go by on a similar note: after the upturn of 2013, 2014 has been equally successful. Tourism director Christoph Sturny (41), comments. What conclusions do you draw from the 2014 season? Like many other destinations, the Swiss Riviera has suffered from bad weather conditions in spring and at the start of summer. However, August was very satisfying and autumn was simply superb. We have been able to completely catch up. The region has had excellent results in the past five years. We have been able to resist. The threshold of 670,000 overnight stays has again been exceeded. How do you explain these excellent results? Firstly, we did well never to neglect our traditional markets: the French, English and Americans are back on the Swiss Riviera. We also have continued to successfully invest in Asia, with a special mention for China. Arab guests have come to the Swiss Riviera in greater numbers than expected in 2014. And business tourism? To boost our performances in this segment, we signed a cooperation agreement with SFA London to better target our prospects and sell the Swiss Riviera on the international convention and congress market thanks to a methodical research and selection approach. You also have adopted a new strategy called MontreuxVevey Tourism 2020? Until recently, we focussed on our brand. From now on,
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Plus concrètement ? En ce qui concerne le secteur « Culture/Loisirs », nous avons ainsi lancé l’opération « Enjoy Vevey ». L’ouverture, prévue pour 2016, du Chaplin Museum et de l’Espace Nestlé, qui devraient attirer quelque 500’000 visiteurs par année, va nous permettre de créer un produit homogène, à l’intention de la clientèle étrangère qui consacre quelques jours seulement à la visite de notre pays. Pour le marché national, nous allons proposer des produits concrets dans le domaine de l’œnotourisme, afin de générer des retombées économiques plus importantes encore pour tous les acteurs du secteur (vignerons, restaurateurs, hôteliers).
we are developing a real enterprise strategy. To do so, we focus on: culture and leisure, lifestyle, education and well-being, and business tourism. For all four segments, we have drawn up a distinct action plan, with one of the elements being the strengthening of your cooperation with private schools and clinics. What else? For the culture and leisure segment, we launched the “Enjoy Vevey” operation. The opening of the Chaplin Museum and “Espace Nestlé” in 2016 should bring about half a million visitors per year to Vevey. We are therefore establishing a homogenous programme for visitors from abroad who devote only a few days to visiting Switzerland. For the national market, we will have wine-tourism offers able to generate additional economic benefits for winemakers, hotels and restaurants. What are the novelties for 2015? Our 2014 video competition “Be my Guide”, whose aim was to bring locals and tourists together, has met with real success: on YouTube, the contributions received 130,000 clicks! We therefore will continue to reinforce our presence on the social networks. We also created a smartphone and tablet application called “Rencontres et inspiration” (encounters and inspiration), which enables the visitor to stroll or bike in the footsteps of famous guests by following a route marked by benches installed between Lavaux and Chillon, each dedicated to a particular visitor.
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