"Newly Swissed: Mountains, lakes and trains: How Chinese tourists view Switzerland"

Newly Swissed: How Chinese tourists view Switzerland

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An unusual study by the Universit

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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