Switzerland’s lakes:
A tourist attraction
Switzerland is renowned for its captivating lakes, which are hugely important not just as landscapes but also culturally and economically. A coin series featuring these lakes offers a unique opportunity to celebrate Switzerland’s natural beauty and diversity. This coin is aimed at both collectors and lovers of Swiss nature and culture. We asked Markus Tschannen, corporate communications project manager/media spokesperson at Switzerland Tourism, how important lakes are for Swiss tourism.
Read his answers here.
“The view across the vineyard terraces of the Lavaux, with the glistening lake and the snow-capped peaks in the distance – I can never get enough of that.”
Markus Tschannen
Swissmint is issuing a new series of silver special coins depicting Swiss lakes. Lake Maggiore and Lake Lugano will appear in the second half of 2025, followed by the Lake Geneva coin next year and the Lake Lucerne coin in 2027. What do you think about the idea of dedicating four special coins to Swiss lakes? Do you think that this new series of special coins will help to raise the profile of Switzerland’s lakes as tourist destinations?
We are very pleased that these four famous Swiss lakes are each being commemorated with a coin. The question of whether this will raise the lakes’ profiles as tourist destinations depends on how and where the coins are marketed. As far as tourism marketing is concerned, we have generally had good results when targeting small specific groups. So I can well imagine that a few coin enthusiasts might come and visit our lakes – and maybe go on to explore other Swiss destinations.
Why are the lakes an important marketing tool even though hardly any visitors cite them as a key reason for visiting? Visitors are more likely to cite the Alps, cultural offerings or picturesque towns as their reasons for visiting.
The mix is key. Nature is at the heart of Switzerland as a brand – and the lakes are of course part of this nature. True, they are often not the only reason for a visit, but they are a significant component in the overall package. One third of our guests visit our lakes and rivers during their stay in Switzerland. Among international guests, the share is even higher. So our lakes and rivers are placed higher than other points on the programme such as skiing, shopping, wellness or visiting historical monuments.
The Swiss lakes coin series is dedicated to lakes that make up large sections of our national border. Are these lakes the most representative and how important are they for international tourism?
These lakes form an important part of our diverse water habitats – along with many others, ranging from moorland to reservoirs to small alpine lakes that can only be reached with the help of hiking boots.
Most visitors are from our neighbouring countries. Germany, France and Italy are our most important foreign markets. Border lakes are significant for the regions of the neighbouring country in which they are located, and attract guests who then cross the border into Switzerland. And from there, it is not far to other destinations in the country.
How does Switzerland Tourism portray lakes in its communications – as somewhere to relax, have adventures or just enjoy the scenery? What lake-related activities do you particularly recommend?
We market the lakes in a number of different ways. Lake excursions are the main focus, followed by water sports, accommodation with a lake view, and lakeside wellness. We incorporate our waterways into our campaigns, and provide media and content creators with experiences both lakeside and on the lakes. Lakes play an especially important role in the imagery we use for our communications.
“We are very pleased that these four famous Swiss lakes are each being commemorated with a coin.”
Markus Tschannen
Switzerland’s lakes are important for both tourism and the environment. How do you reconcile recreational use and the need to protect nature?
Clean water and the responsible use of nature are two focus topics of our sustainability strategy. This includes our industry-wide sustainability programme ‘Swisstainable’, whose members include most of Switzerland’s water navigation companies.
Biodiversity in and around lakes is ensured by applying strict rules on the shores and in the water, and by means of protection zones. Environmental education is an important topic, for instance through nature trails for families. And where there are tourist hotspots by the lakes, the local authorities have successfully implemented measures to manage visitor numbers.
Which of the four lakes in the series is your favourite, and why?
Of these four, Lake Geneva lies closest to where I live. When the Intercity from Fribourg to Geneva emerges from the tunnel above the wine village of Epesses, I press my nose against the window. The view across the vineyard terraces of the Lavaux, with the glistening lake and the snow-capped peaks in the distance – I can never get enough of that.