©  CC BY-NC-ND 4.0 Schweiz Tourismus / Gstaad Saanenland Tourismus
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Market Update USA

We are happy to share the following insights about the current situation and the forecast in regards to the market USA. We have recently been on a Switzerland Tourism roadshow thorugh the East coast and met over 200 tour operators and travel agents. 


- Record year 2024 + 13.9% (3’489’117)

- There is a consensus within the industry that travel to Europe will be ‘ok’ until the peak season

- Trump’s tariff policy causes significant economic disruptions worldwide

- In April, the stock market reacts with the most significant loss since Black Monday

- U.S. hostility towards Canada results in Canadians boycotting the US (travel and goods)

- Demand for travel to the US drops worldwide amid fears about increased scrutiny at the border and anti-American sentiments. U.S. incoming tourism is facing a very challenging year.

- Potential for Switzerland for guests who no longer travel to the U.S. for skiing: January to March CA +17.7% - BR +20%

- USD at record low against Swiss Franc: 

  • Currently, our clientele does not seem to be too bothered about this
  • A further devaluation of the USD will certainly be very detrimental to our business