Moldova targets Swiss tourists for autumn
The Swiss market is becoming a strategic target for tourism from the Republic of Moldova. This decision is based on the compatibility between Swiss tourist demand and the country's cultural and gastronomic offerings. The tourism concept was presented today, October 1, at the event "Moldovan Tourism as an Export: From Destination to Economic Value", held as part of Moldova Business Week 2026.
The National Association for Inbound and Domestic Tourism of Moldova (ANTRIM) has developed a strategic concept to promote the Republic of Moldova as a tourist destination for Swiss citizens with specific travel preferences.
Taking into account Swiss travel and leisure habits, national experts identified several points of alignment between supply and demand in the tourism sector.
"Any professional would say that you shouldn't just invest in a large market, but rather in a market where your offer perfectly matches that market's demand. That is how we chose Switzerland. Based on a compatibility analysis, we found that we can meet the demand and are perfectly aligned with the needs of tourists there," stated Elena Stepanov, Executive Director of the National Association for Inbound and Domestic Tourism of Moldova.
This analysis was based on four principles:
Purchasing power: In 2025, Swiss residents spent 19.3 billion Swiss francs (or 20.68 billion euros) on international travel.
Travel culture: In 2024, 89% of Swiss people took at least one trip involving an overnight stay.
Travel abroad: On average, a Swiss person takes 2.9 trips involving overnight stays per year, 1.9 of which are to foreign destinations.
The launch of direct flights brings the Republic of Moldova closer to this market.
Who exactly is the Swiss tourist?
Data from the Travel Barometer reveals several key insights:
47% of Swiss tourists choose city breaks, specifically destinations with beautiful natural scenery and a rural environment that is well-developed yet authentic.
Swiss travellers generally seek "soft adventure"—such as outdoor hiking and tranquillity—while beach or seaside holidays rank lower on their list of priorities.
Swiss tourists increasingly avoid the peak summer season, preferring autumn or the off-season instead. Their main grievances include overcrowding, queues, traffic jams, and transport delays.
Consequently, the Swiss tourist values authenticity, tranquility, and punctuality.
"Now, consider the Republic of Moldova: a city break in Chișinău or in the hillside villages. Our autumn season—with the harvest and the National Wine Day—offers exactly the kind of off-season experience Swiss tourists are looking for," said Elena Stepanov.
Moreover, Swiss tourists seek authentic experiences—the kind offered by local communities that champion national traditions.
"When it comes to wine and gastronomy, we have the Wine Route of Moldova, featuring over 68 wineries—out of the 200 in the country—that offer tourism services. We also take pride in our local cuisine. For visitors seeking nature and sustainable travel, we offer small-scale tourism rooted in community engagement. And for those looking for good value for money, we provide quality experiences at prices competitive with other destinations," Stepanov explained.
In her closing remarks, the executive director emphasized that the country need not change to suit Swiss tourists' tastes. On the contrary, tourism services simply need to be organized in an appealing way so that they can be successfully marketed.
This year’s edition, dedicated to tourism in the Republic of Moldova, is part of the agenda for Moldova Business Week 2026, taking place from September 28 to October 2.
