Swiss-British Cultural Exchange: Assessing its Impact on Alpine Tourism in Switzerland

Switzerland and the United Kingdom have shared a deep relationship for centuries, as shown by the British’s fundamental role in introducing tourism to the Swiss mountain region. This relationship, which flourished in the 19th and 20th centuries, has encountered significant challenges in recent years. The UK's departure from the European Union in 2020 has raised numerous concerns about the future of Swiss-British relations, not only in economic and political matters but also regarding tourism. Additionally, the onset of the COVID-19 pandemic in the same year has profoundly impacted British tourism in Switzerland, particularly in the Swiss Alpine region.

The primary research question of this thesis investigated the changes in British tourist flow to the Swiss Alps since the 2016 Brexit vote. Additional research questions examined the historical contributions of British tourists and assessed the future challenges and opportunities for attracting British visitors to the Swiss Alpine region.

The literature review showed the significance of Alpine tourism in Switzerland, explored its historical roots with British tourists and examined the economic and diplomatic ties between Switzerland and the UK. A Gap Analysis revealed a research shortfall concerning Brexit's specific effects on tourism in the Swiss Alps. The methodology employed a quantitative analysis of tourist flow data from the Federal Statistical Office, complemented by a qualitative interview with a representative from Switzerland Tourism.

The quantitative data showed that British tourist numbers declined strongly in 2020 and 2021, with a notable recovery in 2022, indicating that the decline was mainly due to the COVID-19 pandemic. The qualitative data suggested that practical concerns related to Brexit were minimal and did not significantly impact travel behaviours. The thesis concluded that the decline in British tourism was more influenced by the pandemic than by Brexit. Switzerland's positioning as a premium destination and the historical connection between the British and the Swiss Alpine region helped maintain its appeal among British tourists. Future challenges for Swiss Alpine tourism include over-tourism, climate change, and new travel regulations, such as the ETIAS visa waiver. However, opportunities exist to diversify tourism offerings.