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the swiss team


Working Together


Maximum value. Tremendous diversity. Unparalleled accessibility. Small in area, but enormous in opportunities. Switzerland Convention & Incentive Bureau’s Caroline Pidroni and Virginie Baeriswyl discuss how event planners can find the best of all worlds in this historic, yet innovative land. 

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Caroline Pidroni, Director of Sales & Marketing and Virginie Baeriswyl, Account Manager, Meetings, Switzerland Convention & Incentive Bureau


Caroline Pidroni and Virginie Baeriswyl

With renewed focus on the business value of face-to-face meetings, the industry is in an upswing. Yet, pressure on costs and justifying ROI remains high. So, what is the MICE “investment” case for Switzerland?

While not regarded as an inexpensive destination, Switzerland delivers maximum value for your travel spend. Offering high-quality service, top-notch infrastructure, the latest technology, and a renowned culture of hospitality, you get what you pay for. There is also the added value of the free transportation card provided in a growing number of Swiss cities, which allows hotel guests to travel within the applicable region or city at no cost. With taxes and tips included in all prices, visitors can also plan their budgets without any surprises—what you see is what you pay. 

What types of groups does Switzerland generally host?

Switzerland attracts a variety of MICE programs for groups ranging from 10 to upwards of 8,500 delegates. Large-scale meetings and conferences naturally gravitate to our major cities, where attendees have fast and easy airport access along with the largest accommodations and venues.  Incentive and smaller groups, meanwhile, have the best of both worlds. Whether city-based or located at our resorts and regional destinations, they are within convenient reach of a full range of options for scenic excursions, outdoor activities, food and wine tours, and much more.

What is Switzerland’s top MICE advantage?

Accessibility. Bordering Austria, France, Germany, Italy, and Liechtenstein, Switzerland’s location in the heart of Europe cannot be beat. Getting here is a snap by all modes of transport. Our two main airports in Zürich and Geneva provide direct connection to 132 and 159 global destinations, respectively, complemented by international and European service into Basel, Bern, and Lugano airports. Fully integrated into Europe’s high-speed rail and road networks, Switzerland’s public transportation system is among the world’s most comprehensive and efficient. Whether meeting in one of our major cities or regional destinations, or extending your incentive trip to neighboring countries, we offer the complete accessibility solution.

How do planners work with you and your team? What role do you play? 

We are the definitive one-stop shop for planners interested in learning about or booking Switzerland.  Primarily, we assist with RFPs, including researching destinations and venues, arranging site inspections, and helping with presentations. Educating prospective clients on all available MICE options is another major focus. From connecting planners with local CVBs, DMCs, hotels, transportation companies, and other suppliers to providing maps, brochures, give-away ideas, and access to our photo and video gallery, we’re here to make your life easier! So please do get in touch with us for information and assistance—it’s all free of charge!

What surprises await planners and groups in Switzerland?

Switzerland fits into the U.S. 233 times over, yet offers an extraordinary range of unexpected discoveries and unforgettable experiences. Imagine starting your day on a train to Jungfraujoch, the highest train station in Europe at 11,388 feet, and then strolling amid the palm trees of Montreux in the afternoon. In Switzerland, small simply means that many more options, including the opportunity to experience the language, traditions, and gastronomy of four distinct cultures in one place. It is really Europe in a nutshell!

Caroline Pidroni, Director of Sales & Marketing and Virginie Baeriswyl, Account Manager, Switzerland Convention & Incentive Bureau