An invitation to a magical autumn

Switzerland Tourism brought its signature precision and passion to Manila as it unveiled its new campaign, “The Magic of Autumn in Switzerland: A Season of Color, Connection, and Conscious Travel.” The initiative, presented through a high-level visit of Swiss tourism executives, highlights not only the country’s breathtaking fall landscapes but also its commitment to sustainable and meaningful travel experiences.

At the center of the visit was Martin Nydegger, CEO of Switzerland Tourism. Joining him were:

• Anita Berardi, Zurich Tourism Market Manager, Southeast Asia
• Adrien Genier, CEO of Geneva Tourism
• Nadine Reider, Matterhorn Gotthard Bahn Marketing Manager
• Anlee Do, Lufthansa Group General Manager
• Sara Roloff, CEO of Swiss Travel System
• Batiste Pilet, Switzerland Tourism Director, Southeast Asia

The message was clear: Switzerland wants to strengthen its relationship with Filipinos and invite more long-stay visitors to explore beyond the familiar winter scenes.

“We believe in this market,” Nydegger told me in an interview. “It is our belief in the strength of travel desire… we want to set foot here, we believe in the Philippines, and we’re very positive.”

That confidence aligns with the evolving profile of Filipino travelers, families and young professionals seeking destinations that combine natural beauty, accessibility and authenticity.

(Left photo) My husband, Nonong, and me with Switzerland Tourism Director Southeast Asia Batiste Pilet and Switzerland Tourism CEO Martin Nydegger; (Right photo) Swiss Ambassador to the Philippines Dr. Nicolas Bruhl.

Travelling sustainably

For Nydegger, autumn is the ideal season to experience Switzerland in full color and calm. “It is my personal favorite season,” he said. “You have all the good stuff happening in autumn, and that’s where we want to focus more on this season.”

The campaign, supported by global ambassadors Roger Federer and Halle Berry, spotlights the “slow travel” movement — encouraging visitors to stay longer, use public transport, and connect with local communities. Sustainability, Nydegger emphasized, is not an afterthought but a central tenet of Switzerland’s tourism model.

Echoing that vision was Anlee Do, General Manager of Lufthansa Group – Swiss International Air Lines, who detailed the airline’s eco-conscious innovations. “At SWISS, sustainability is at the heart of how we fly,” she said, citing AeroSHARK technology, that is a biomimetic surface coating inspired by sharkskin that reduces drag and fuel consumption. “It’s a small change with a big impact.”

Zürich: the urban-nature balance

Anita Berardi, Market Manager for Zürich Tourism, made a strong case for travelers to linger longer in Switzerland’s largest city. “Zürich is often the entry point for Filipino travelers,” she said, “but many immediately move on to other destinations. What’s special about Zürich is that it’s a big city surrounded by nature.”

Indeed, Zürich sits at the intersection of cosmopolitan life and alpine tranquility. “You have the city, but you’re very close to nature all the time,” Berardi explained. From lakeside promenades and vineyard hikes to cultural festivals and modern museums, the city offers experiences for every traveler profile– especially those looking to balance recreation with relaxation. My family and I were able to experience this ourselves during our recent trip to Switzerland.

During autumn, Zürich turns into what Berardi described as “a painter’s dream.” The foliage transforms the landscape into vivid shades of yellow, orange, and red, best enjoyed through wine tastings, grape harvest events, and day trips to Rapperswil or Einsiedeln, where visitors can see Benedictine monks tending their abbey farms.

The author with Anita Berardi, Zurich Tourism Market Manager, Southeast Asia.

Tradition meets global innovation in Geneva

If Zürich is Switzerland’s creative heart, Geneva is its global face.

“What is appealing about Geneva is that it mixes the typically Swiss with the unexpected,” said Adrien Genier, CEO of Geneva Tourism. “You have the watchmaking workshops, the chocolate artisans, and then the scientific and diplomatic institutions that make the city unique.”

He described the ChocoPass, which allows visitors to sample creations from ten of the city’s finest chocolatiers, and the watchmaking experience, where tourists can assemble their own Swiss watch “an experience of a lifetime,” he said.

Genier also noted Geneva’s role as home to the United Nations, CERN, and a melting pot of 190 nationalities. “This is where the World Wide Web was created,” he reminded us. “You have the watches, the chocolate, and then science — the origin of the universe.”

His advice for Filipino visitors: make Geneva a base camp for cultural and outdoor exploration. “Come to Geneva,” he urged. “You will have the typically Swiss experience, but also some unexpected parts.”

What struck me in all of these was – from tourism offices to airlines and local partners — everyone emphasized connection, sustainability, and slow travel. Switzerland is marketing not just its scenery, but its philosophy: travel that respects nature and enriches both visitor and host.

(L-R) The author with actress Maricel Laxa-Pangilinan and Sofia Santelices, Market Representative for Switzerland Tourism in the Philippines.

As a journalist, and as someone who values family-centered, wellness-oriented travel, I value that message. Travel should not only showcase what a country has to offer but also reflect how it wants to sustain it for future generations.

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