Table of contentsP. ESTLE Analysis of Switzerland PoliticsSocio - CulturalTechnologyEnvironmentIntroduction to Switzerland In 1291, a beautiful country was born, a country with an area of ​​41,290 KM2, extending over 348 KM from east to west and 220 KM from north to south . A country which has 8,466,017 inhabitants in 2017 (SP @ data. worldbank. org, nd), divided into 64% Germans, 18% French, 12% Italians, 1% Romanches and 6% others. A landlocked country between Germany, France, Austria, Italy and Liechtenstein, as shown in Figures 1 and 2. A country whose population is expected to grow at a constant rate, as shown in Figure 4. A country that has retained its foreign influence. policy of neutrality through wars and global conflicts (Stefan Aeschimann, Emmanuel Bichet, Christian Catrina, Bozena Huser, Urban Kaufmann et al., nd). Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essay A country with views and landscapes that have inspired artists and made lovers' dreams come true. The country we are talking about here is the lovely country of Switzerland. Market Analysis of the Swiss Tourism IndustryThe importance of the tourism industry in Switzerland In 1991, the Swiss tourism industry earned $7. 094 billion, of which 61% comes from foreign revenues and the total amount amounts to 6% of the country's GNP. Foreigners' spending in Switzerland is defined as merchandise exports and 14% of export earnings can be attributed to tourism, it is the country's "invincible" export. Additionally, the tourism industry is one of the largest employers in Switzerland. In 1991, 300,000 people worked directly or indirectly in the industry (Diem, 1993). Over time, reality has slowly evolved and changed in various ways and mostly for the better. In 2016, out of a total turnover of 46.7 billion dollars, 20.3 billion came from tourist accommodation, meals and passenger transport. One percent of the country's export earnings came from the tourism industry, but contrary to this growth, the tourism industry fell to sixth in the ranking of total export earnings, behind the watch industry, as the shows Figure 5. In 2017, it still remained one of the largest full-time equivalent employers in the country, as shown in Figure 6 (Swiss Tourism Federation, 2018). ). Supply and Demand in the Swiss Tourism IndustrySupply and demand is one of the most fundamental concepts in business. Supply refers to the quantity of a service or product that can be offered to a consumer and demand, the quantity of a product or service is desired by a customer (Bush, 2016). When it comes to the tourism industry, supply would be the number of rooms available for tourists and demand would be the customer arriving in the country. As shown in Figure 6, the total room supply in 2017 stands at 250,990, with 4,369 properties open. Demand in the Swiss tourism industry is also visible in Figure 6 and is reflected in tourist arrivals and stays. In 2017, 18,562,061 tourists arrived in Switzerland, which represents a constant increase over the years. This increase is generally due to a better economy in most countries and increased household purchasing power. AttractionSwitzerland is the land of snow, beauty and culture. According to Switzerland's leading tourism website, there are countless tourist sites to visit and enjoy. If all of them were to be written down, it would be the size of an encyclopedia and only a few would be named. First for shopping and lifestyle, there is the old town of Zurich.With a variety of cultural offerings, a trail of shops selling designer and Swiss branded products as far as the eye can see and all in a magnificent medieval context (old town of Zurich, nd). Suited for the adventurer in everyone us, there is Mount Titlis, a giant mountain 3062 m high where you need the new TITLIS Xpress gondola to go up to the intermediate station. Then the TITLIS Rotair, the world's first rotating cable car, continues to the summit. Along the way, you can enjoy breathtaking views as you rise to the sky (Mount Titlis, nd). Then, if you're a naturist, there's the UNESCO Entlebuch Biosphere which has seemingly endless moors, craggy karst rock formations and wild mountain streams that make the views absolutely breathtaking. Switzerland's first biosphere reserve offers the finest of untamed beauty. Almost no other region in Switzerland has as many natural treasures as the “Wild West” of Lucerne. (UNESCO Biosphere, Entlebuch, nd). Then there are those who love chocolate and Maestrani Chocolarium is the perfect place to satisfy those with a sweet tooth, where guests can understand the processes of chocolate making. It begins with a film, followed by a look at the room with the raw materials and continues along an 80-meter glass gallery to the production cornerstone. The tour is interactive, expressive, communicative and informative and answers the question of why chocolate means happiness (Swiss Chocolate Factory Maestrani, nd). There are countless other attractions that draw people in, these are just a taste of what is out there. Key consumption segmentsAs highlighted in a study by Thomas Bieger and Christian Laesser (2002), tourists travel to Switzerland for multiple reasons. The main ones are compulsory travel, which concerns people traveling for non-voluntary reasons such as professional or family problems. Then we have those who travel for cultural hedonism, meaning they travel to spend time with their partner while enjoying nature and cultural heritage. Then there are family trips, the main purpose of which is to spend time with family doing literally anything (Bieger and Laesser, 2002). German citizens as shown in Figure 7 constitute the majority of foreign tourists arriving in Switzerland in 2016, they are then followed by the Americans, the British, the French and the Chinese (Statistical data on Switzerland 2018, 2018)PESTLE analysis of Switzerland PoliticsThe Swiss Confederation, today made up of 26 cantons, has existed since 1848. The Federal Council is the government of Switzerland made up of 7 members. They are elected by the two houses of Parliament: the National Council which represents the people which has 200 seats and the Council of States which has 46 seats. The Swiss political system is also characterized by democratic rights and extensive popular votes. In others, Switzerland has direct democracy (Statistical data on Switzerland 2018, 2018). In 2018, the Swiss are very proud to be able to maintain the ideal of neutrality in these turbulent times and it has served them well. With neutrality in place, Switzerland is politically stable, as proven during World War II, when the country could have collapsed if it had to take sides, which comes as a relief to tourists entering the country as they do not do not have to fear possible wars. Switzerland has the second highest gross domestic product (GDP) per capita in the world. At the end of 2015, Swiss GDP per capita stood at 77,943 francs. Around 74% of Swiss GDP is generated by the services sector and 25% by industry (SwissEconomy – Facts and Figures, nd). Its economic performance is supported by a well-developed banking sector, capital market and infrastructure. The threat that could arise from this is twofold: firstly, the country's extremely high currency could face deflation in the near future and secondly, due to the high value of the currency, Switzerland can only limit itself to attracting rich or middle class tourists and some tourists might be put off. the country due to high prices. The good thing is that with this high price, Switzerland could maintain its illusion of prestige.Socio-culturalSwitzerland, with its excellent human development indicators, ranks 11th out of 187 countries.according to the Human Development Report 2011 from the United Nations Development Program (UNDP). The country has a well-developed social security system and high salary levels, but the cost of living remains high. Social policies have been decentralized, with responsibility for legislation and their implementation falling to the cantons. The healthcare system is among the best in the world (MarketLine, 2012). This is also seeping into the tourism industry as better healthcare and better wages Labor will pour into every crack that might exist in the system, the only downside being that with high wages a High cost of living will exist, making life more difficult for citizens. Another worry that may come from tourism is that the culture of the country could be eroded, there is no evidence of this yet, but with the massive influx of tourists, the culture will eventually have to evolve based on preferences. Technology The very existence of technology is driving a change in the travel and tourism industry regarding how businesses interact with customers. Augmented reality, artificial intelligence, Internet of Things, voice technology, WiFi connectivity and wearable devices are just some of the things that have started to appear in the tourism industry. Switzerland, a giant of tenological innovation, has excellent research-driven sectors such as biotechnology, life sciences, medical technology, ICT, shared services, microtechnology, nanotechnology and environmental technologies . Research and development (R&D)-intensive industries represent more than half of Swiss industrial production (MarketLine, 2012). With so much innovation, the tourism industry will also benefit. Most hotels already offer free Wi-Fi, but in Switzerland, a country that prides itself on its hospitality, technology can dehumanize the business, so most hotels in rural areas have a more traditional feel. As the changes depend on the location, most hotels there are all more futuristic. Legal Switzerland also established a tourism policy on November 15, 2017 with the aim of improving the framework conditions for tourism, also encompassing the landscape and architectural qualities of the country, promoting entrepreneurship which will increase productivity, strengthening the skills and competencies of all actors, to support structural change. and strengthen the tourism labor market, exploit the opportunities presented by the digital economy and improve the attractiveness of tourism offers and market presence (“Tourism Strategy of the Swiss Confederation”, 2017). Furthermore, according to OECD data from 2015, Switzerland had the highest average annual salary compared to its European compatriots, with the exception of Luxembourg. Foreign employees working in Switzerland have the right, 2012)