01 上周，我在瑞士洛桑，和一对相识多年的当地夫妇吃饭。 餐后，我兴致勃勃地提起一件事，中国已经对瑞士单方面免签了，你们买张机票随时可以说走就走。 他们听完，只是礼貌地笑了笑，有些不好意思地说，之前确实动过心，但稍微做了一点攻略后就打起了退堂鼓。 想去，但交通有点烧脑。他们给我展示手机里的12306页面，如果要解除购票张数限制，需要上传护照，等待人工核验，之前运气不好，不知道为啥就被 卡住了。 朋友夫妇查了Reddit（国外知名社交论坛），发现这是普遍现象。 而如果不走官方渠道，就只能去第三方代理平台，那意味着每张票都要支付额外的服务费。 但这也是小事，去哪买，怎么买，不止是买一次的问题，行程涉及多个城市就需要多次买、反复买，每一个环节充满了巨大的不确定性，确实是个需要从 长计议的事情。 就在我沉默回味时，女主人反问了我一句：那你这次在瑞士玩，是怎么买票的？也需要每次都上传护照吗？ 我下意识地从手机里翻出一张瑞士旅行通票二维码，想了想，完全不需要。 过去这几天，我住在蒙特勒，无论是去洛桑见朋友，还是远至几小时外的洛伊克巴德，从来没有计算过路程，更没有在一个售票机前停下过脚步。 只要看到车来了，就可以跳上去。不 ...

Core Insights - The Swiss ski tourism industry is projected to grow from approximately $1.5 billion in 2025 to $3.9 billion by 2035, with a compound annual growth rate (CAGR) of 9.5% during the forecast period [1] - Increasing interest in winter sports is driving market growth, with luxury ski resorts in Switzerland dominating the high-end market and attracting international travelers seeking comprehensive Alpine experiences [1] Industry Summary - The Swiss tourism sector is expected to perform well in the 2024/2025 winter season, benefiting from favorable snow conditions and a significant influx of foreign tourists, particularly from France, Germany, and the United States, with a notable increase in visitors from China [1][3] - The number of overnight stays by Chinese tourists in Switzerland has exceeded 340,000, marking a 36% increase year-on-year, with expectations of a further 5% growth this winter [3] - The Swiss National Tourism Board plans to launch a winter tourism promotion campaign titled "Snow Shines" in major Chinese cities, aimed at engaging ski enthusiasts through both online and offline activities [3] Company Initiatives - Swiss International Air Lines is facilitating travel for Chinese ski enthusiasts by offering free checked baggage for personal ski equipment with prior reservation [3] - Major ski resorts in Switzerland, such as the Matterhorn region and the Jungfrau region, are enhancing the experience for Chinese tourists by providing Chinese-speaking staff to ensure safety and convenience [3] - The Swiss travel pass is recommended for tourists, allowing easy access to trains and buses, and enabling exploration of cities and cultural experiences beyond skiing [3] Destination Highlights - The Jungfrau ski region features three major ski destinations with over 200 kilometers of slopes catering to various skill levels, while the Matterhorn region offers 36 ski destinations with a total slope length of 2,000 kilometers [5] - The region is renowned for its stunning natural scenery and world-class snow facilities, providing an exhilarating winter experience for global visitors [5] - Swiss International Air Lines will operate direct flights from Shanghai to Zurich with six weekly flights and daily flights from Hong Kong, ensuring convenient access for travelers [5]

Group 1 - The core viewpoint is that the Chinese market is seen as a significant growth opportunity for Geneva's tourism industry, with a notable increase in Chinese tourists visiting the city [1][2] - In the first four months of 2025, the number of overnight stays by Chinese tourists in Geneva increased by 16.4% compared to the same period last year [1] - The number of Chinese tourists staying in Switzerland surpassed 1 million from January to October 2024, indicating a recovery in tourism [1] Group 2 - The opening of a direct flight route from Shanghai to Geneva by China Eastern Airlines is expected to attract more Chinese tourists, boosting local consumption in hotels, shops, and attractions [1] - Geneva Tourism has implemented various strategies to attract Chinese tourists, including upgrading service facilities, increasing Chinese-speaking guides, enhancing marketing efforts, and improving the overall tourist experience [1] - The "Geneva Watch Awards," known as the "Oscars of the watch industry," will hold a roadshow in Shanghai, reflecting the strengthening ties between Chinese cities and Geneva [2] Group 3 - This year marks the 75th anniversary of diplomatic relations between China and Switzerland, as well as the China-Switzerland Cultural and Tourism Year, highlighting the importance of cultural exchange [2] - The value of Chinese cultural heritage is emphasized as an area worth exploring further, promoting mutual understanding through cultural appreciation [2]