Switzerland has launched a new awareness campaign aimed at foreign visitors to improve their coexistence with local residents, focusing on everyday behaviors that are considered disruptive in Swiss public spaces. The initiative, led by Switzerland Tourism, emphasizes basic etiquette such as not spitting in public, avoiding monopolizing sidewalks or public transport, and asking permission before photographing people. These guidelines are part of a broader effort to foster harmony between tourists and residents, particularly in popular destinations like Lucerne, where complaints about visitor conduct have been reported.
The campaign includes an educational video shown on SWISS airline’s long-haul flights, designed to reach travelers before they arrive in the country. The video conveys cultural tips intended to prevent misunderstandings and promote respectful interaction with local customs. According to Martin Nydegger, head of Switzerland Tourism, the goal is not to criticize visitors but to help them understand Swiss norms, especially those coming from distant markets unfamiliar with local expectations.
Swiss authorities stress that the code of conduct applies equally to residents and tourists, reinforcing the idea that public spaces are shared and should be used considerately. The messaging avoids framing the advice as restrictive, instead positioning it as a mutual responsibility to maintain the quality of life in Swiss communities. Prioritizing the consumption of local products, such as traditional dishes like raclette, is also highlighted as a way for tourists to engage positively with the culture.
The initiative reflects Switzerland’s broader tourism policy, which positions the sector as a key contributor to the national economy, particularly in alpine regions. Officials from the State Secretariat for Economic Affairs (SECO) oversee tourism policy development, knowledge creation, and international representation, ensuring alignment with federal goals for sustainable and cooperative tourism growth. Switzerland Tourism, under SECO’s supervision, implements these policies through campaigns and partnerships with industry stakeholders like the Swiss Society for Hotel Credit.
Although the campaign does not introduce new laws or penalties, it relies on voluntary compliance and public awareness to influence behavior. Officials acknowledge that some habits may be challenging to change but believe that education and early outreach can lead to meaningful improvements in visitor conduct over time. The focus remains on fostering mutual respect rather than enforcement.
As of April 2026, the campaign is active across multiple touchpoints, including in-flight media and digital platforms, with plans to expand based on feedback from both tourists and local communities. Switzerland continues to monitor tourism impacts and adjust its strategies to balance economic benefits with social cohesion.
For travelers planning a visit, official guidance is available through Switzerland Tourism’s website and affiliated channels, offering up-to-date information on cultural norms and responsible travel practices. Visitors are encouraged to review these resources before arrival to ensure a respectful and enjoyable experience.
Stay informed about updates to Switzerland’s tourism initiatives by following official announcements from SECO and Switzerland Tourism. Share your thoughts on responsible travel in the comments below, and help spread awareness by sharing this article with fellow travelers.