In a new “bleisure” marketing campaign, Switzerland Tourism prompts North American business travelers to stay longer. Called “Fly Another Day”, the pitch includes a 30-second video asking business travelers to arrive early or stay late, and experience all the country has to offer. Included is imagery of Switzerland’s gorgeous surroundings and unique activities, from mountains and lakes to orchestras and fondue restaurants.
Fly Another Day: Switzerland’s the perfect place for bleisure
“Bleisure” — a combination of business and leisure travel—lets travelers combine work and personal time. Switzerland Tourism created the campaign to encourage business travelers to branch out while visiting and discover the country as a leisure destination.
“Bleisure” can involve arriving early or staying late, and it keeps growing in popularity. Global Business Travel Association statistics note the following:
- 37% of North American business travelers added leisure time to trips in 2021
- 41% of travel managers noted more employees asking to add on leisure time to business trips
- 82% of travel managers noted equal or increased interest in blended travel since the pandemic
Fly Another Day also marks the first time Switzerland Tourism has targeted business travelers. According to the organization, blended travel makes tourism more sustainable overall. So those mixing a few days or work and then exploring the Alps can feel good about their journey.
The campaign’s website guides visitors on where to go and what to do, whether autumn hikes, mountain day trips, or art museums. Of course, there’s also the country’s famous fondue and the site offers plenty of options, from pop-up restaurants to fondue chalets. Panoramic train rides are another way to take in the scenery, like the Rhaetian Railway, a UNESCO World Heritage Site.
