Tourism Switzerland remains eager to travel - Tui is optimistic about the summer
Tui Suisse is starting the 2026 travel year with a tailwind. The travel group is benefiting from the Swiss people's continued high propensity to travel. At the same time, AI is changing the industry, while a possible Trump effect on travel to the USA is difficult to quantify.
15.01.2026, 14:16
SDA
"In winter, our guests are drawn to the sun - especially to Thailand and the Maldives," said Tui Switzerland Director Philipp Czapiewski at a media event on Thursday. Egypt, on the other hand, tops the hit list for short-haul destinations.
However, summer business remains significantly more important. "The volume is around twice as high as in winter," said Czapiewski. Early bookings have already indicated strong demand for the 2026 summer season, especially among families.
New offer for families with neurodiverse children
Tui relies on a differentiated brand concept, which also includes the well-known Robinson Clubs. There are now also offers for families with neurodiverse children, including children with autism or ADHD: sensory rooms with quiet zones, subdued lighting and clear structures are designed to enable stress-free vacations for these people.
Particularly popular summer destinations for Mr and Mrs Schweizer are Antalya, Crete and Mallorca. The USA is ahead of Thailand and the Maldives when it comes to long-haul destinations.
USA business below expectations
However, Tui had hoped for more in terms of bookings for the USA, of all destinations. "We had good omens with the strong franc against the dollar and the upcoming World Cup," said Czapiewski.
It is impossible to say whether US President Donald Trump's policies played a role in this. It is "a potpourri of different effects", including the trend towards shorter-term bookings - so there is still hope for an increase in demand.
AI is changing customer behavior
At the same time, AI is also changing business at Tui. "Online searches are changing with ChatGPT and similar tools - it is crucial for us to remain relevant there," emphasized Czapiewski. The aim is for potential customers to also come across Tui offers in AI-supported travel searches. However, Google remains very important.
Personal advice in travel agencies will not be replaced by digital channels, but rather supplemented, says Czapiewski. Younger customers also continue to go to travel agencies. In addition, booking at a travel agency is no more expensive than online. Tui operates 49 branches in Switzerland.
Competition unchanged
Following the Hotelplan takeover by Dertour, Tui believes that the competitive environment has not changed noticeably. The company does not provide specific figures, but confirms a further increase in sales and profits in the 2024/25 financial year (as at the end of September).
The Tui Group, headquartered in Hanover, has a turnover of around 24 billion euros. Tui employs around 380 people in Switzerland.
