TORONTO — Now almost halfway through what will likely be another record-breaking year for Swiss tourism, close to two dozen Swiss suppliers came to meet with travel industry professionals last week in Montreal and Toronto.

Under the ever-cheerful presence of Oliver Weibel, Director of Switzerland Tourism in Canada, the Switzerland supplier reps gathered to answer questions from travel advisors and tour operators.

NEW IN THE AIR & ON THE WATER

Martine Klooster, Sales Director for Schilthorn/Piz Gloria, came to promote what is now “the steepest cable car in the world,” with a gradient of nearly 160% in some places and more than 2,000 meters of elevation gain.

Meanwhile, Sabine Föhn, International Sales Director of the Lake Lucerne Navigation Company, unveiled Legends, a new steamship tour on Lake Lucerne featuring a costumed guide who recounts the history of Switzerland –passing through Rütli, the site where the country was founded in 1291. That year, three cantons – Uri, Schwyz, and Unterwald – signed a mutual defense pact against external threats, particularly from the Habsburgs. This pact is considered the founding act of the Swiss Confederation.

As for Salina Gull from Zermatt Tourism, she took the opportunity to remind everyone that her stunning region boasts a fabulous ski area, but is also a delightful place to visit in the summer – because the Matterhorn is majestic year-round.

AN EXCEPTIONAL START TO THE YEAR

Year after year, Canadians’ interest in Switzerland shows no signs of waning – and so far, 2025 is no exception.

“In the first quarter of the year, we saw a 17.6% increase in bookings from Canadians, particularly from the eastern part of the country – Toronto, Montreal, and Quebec City – which represents the highest growth of all our international markets during that period,” said Weibel.

Could it be that Canadian travellers are seeking reassurance by traveling to a country that is seen as both safe and historically neutral?

Switzerland Tourism has also noticed a trend of Canadians travelling to Switzerland in September, but also booking at the last minute – perhaps waiting to see if prices would drop or if the predicted recession would materialize. Meanwhile, Switzerland awaits them with open arms.

Lift plays a role as well. “For today’s travellers, the availability of direct, nonstop flights is essential,” said Weibel..

SWISS and Edelweiss offer multiple direct connections from North America to Switzerland. From Canada, Edelweiss offers direct flights to Zurich from Vancouver, Calgary and newly added Halifax, while SWISS and Air Canada operate year-round services from Toronto and Montreal.

Here’s a closer look …

Toronto (YYZ) to Zurich (ZRH)
SWISS March to October, 5x weekly, and Air Canada year-round 7x weekly

Montreal (YUL) to Zurich (ZRH)
SWISS year-round 7x weekly

Montreal (YUL) to Geneva (GVA)
Air Canada year-round 7x weekly

Calgary (YYC) to Zurich (ZRH)
Edelweiss, May to October 3x weekly

Vancouver (YVR) to Zurich (ZRH)
Edelweiss, May to October 7x weekly

Halifax (YHZ) to Zurich (ZRH)
Edelweiss, July 3 to October 5, 2x weekly

Canadians are curious and active travellers who love to explore the country – by road and trail – often enjoying short hikes, notes Weibel.

In this sense, the Swiss Travel Pass seems ideal. This all-in-one ticket grants unlimited travel by train, bus and boat across the country, making it easy for travellers to explore both iconic and lesser-known corners of Switzerland. Mountain excursions to Rigi, Stoos and Stanserhorn are included, while other mountain railways offer discounts up to 50%. The pass also unlocks free travel on public transportation in more than 90 cities and towns, plus complimentary admission to over 500 museums.

“There’s also growing interest in ‘cool-cations’ – vacations in temperate regions taken to escape extreme heat,” added Weibel. And in that regard, it goes without saying that the Swiss Alps are perfectly suited.

Sabine Föhn, International Sales Director of Lake Lucerne Navigation Company

SWISS SUPPLIERS ON HAND

In addition to Weibel and the Swiss Consul General in Montreal, the following regional and business representatives took part in the Canadian sales mission …

• Air Canada
• Andermatt
• Geneva
• Glacier Express
• Jungfrau Railways
• Interlaken
• Lake Lucerne Navigation Company
• Lausanne
• Luzern-Interlaken Express
• Matterhorn & Valais
• Pilatus Luzern
• Rail Europe
• Rigi
• Schilthorn/Piz Gloria
• Swiss
• Switzerland Travel Centre
• Titlis
• Zermatt Tourism
• Zürich

This article originally appeared at ProfessionVoyages.com, part of The Travelweek Group. To learn more about Switzerland, see myswitzerland.com/en-ca/.