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You are here: Home Life in Blogs & photos Newly Swissed: How Chinese tourists view Switzerland
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10/09/2013Newly Swissed: How Chinese tourists view Switzerland

Newly Swissed: How Chinese tourists view Switzerland An unusual study by the UniversitĂ  della Svizzera Italiana (USI) focused on Chinese tourists' habits in Switzerland. What fills their photo albums after a holiday in Switzerland?

When visiting Switzerland, Chinese tourists tend to capture photographs of majestic mountains, cutesy villages and iconic chocolate bars. These are the findings of a rather unusual study by the Università della Svizzera Italiana (USI).

Chinese point of view

With the goal of unlocking the visual representation of Switzerland online, a team of researchers analysed user generated photographs on Sina Weibo, a Chinese social network. While the ultimate purpose of this project might be ambiguous to many, the results are very valuable to Swiss destinations.

Chinese tourists in Switzerland

Knowing about the perceptions of Chinese tourists when they visit Switzerland may help destinations fine-tune their marketing pitches. After all, visitors from China have surpassed all other nations and have become the fastest growing segment in Switzerland.

Switzerland in 1.5 Days

A typical visit to Switzerland takes 1.5 days, covers Grindelwald, Interlaken, Engelberg and Geneva, and ends at Zurich Airport. Rice is the preferred breakfast. An average of 159 Francs is paid for hotel rooms, but chambres on the forth floor are generally avoided (the number 4 is believed to be unlucky).

Since many Chinese travellers live in metropolitan areas, details which seem unimportant to Swiss are captured by their cameras more often than not: Flower fields, pure lakes and even street corners.

Among a sample of 440 photographs by Chinese tourists, these are some of the larger themes that were identified:


how Chinese tourists view Switzerland
how Switzerland attracted tourists from China
Swiss flags
Chinese visitors to Switzerland
Chinese tourism guide: top places to visit in Switzerland
Cheese and chocolate
Chinese tourists flock to Switzerland
Buildings, houses and streets
Chinese tourists in Switzerland
how Chinese tourists view Switzerland
Switzerland as a destination for Chinese tourists

Newly Swissed / Expatica

Reprinted with permission of Dimitri Burkhard. Newly Swissed is a lifestyle blog about all things Swiss: Culture, design, oddities and tourism.

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