Switzerland embraces halal tourism to welcome Muslim travelers

Switzerland boosts halal tourism to attract Muslim travelers from Southeast Asia

BERN (MNTV) – Switzerland Tourism has launched a creative campaign in partnership with Buttonscarves, an Indonesian premium headscarf brand, to captivate Muslim travelers from Southeast Asia. 

The collaboration showcases the beauty of Switzerland’s landscapes, with influencers from Indonesia modeling headscarves adorned with prints of the country’s iconic scenery.

The campaign aligns with Switzerland Tourism’s broader push to position itself as a Muslim-friendly destination, enhancing offerings such as halal dining, prayer spaces, and accommodations catering to Muslim needs. 

According to Batiste Pilet, director of Southeast Asia at Switzerland Tourism, the initiative has resonated strongly with Indonesian audiences, signaling the growing importance of halal tourism in the region.

Indonesia, Malaysia, and Singapore are key markets for Switzerland’s halal tourism strategy, with Indonesia showing the highest growth potential in upscale and luxury travel, and Malaysia emerging as a hub for independent Muslim travelers. 

“Switzerland’s safety, cleanliness, and efficient public transport make it a top choice for families and solo travelers alike,” Pilet noted.

To enhance the travel experience, Switzerland Tourism has introduced initiatives like a halal travel guide in collaboration with Have Halal, Will Travel, and has organized familiarization trips for Muslim travel agencies. 

The organization also promotes off-season travel as part of its “Travel Better” strategy, encouraging visitors to explore lesser-known destinations, use public transport, and extend their stays.

With its focus on tailored messaging and partnerships with local travel agencies, influencers, and media, Switzerland Tourism aims to strengthen its engagement in Southeast Asia, inviting more Muslim visitors to experience the country’s breathtaking landscapes.