Switzerland is perceived as a premium European location outside the continent, but Europeans don't visit as much as other neighboring countries.
I regularly brought up the topic at family and friends gatherings, and most strongly agreed on a couple of reasons why they don't vacation in Switzerland regularly.
Some points will surprise you at first, but at the end of the post you will get a more in-depth understanding of how Europeans vacation and think.
An interesting fact that many people don't know is that many Europeans have never visited Switzerland.
Did you know? The largest tourist group in Switzerland is the Swiss themselves.
The Luxury Cost Factor
The biggest reason why Europeans avoid traveling to Switzerland is the higher price tag on everything.
If you visit from a neighboring country such as Germany or Austria, the difference in prices can be about 20-35%. But for people from “poorer” areas in Europe, the prices can be double or triple what they are used to.
In addition, the net income is much lower across the European continent compared to the US. People's earnings are sliced thanks to taxes AND social security contributions, which reduces their gross income considerably.
They don't say, for no reason, that the best setup is to work in Switzerland, live in France, and go grocery shopping in Germany.
Overcrowded & Wrong Crowd Tourist Areas
Certain corners in Switzerland tend to be busier than others, e.g., Zürich during the Advent season or the Lauterbrunnen valley in August.
Yet, while they are not that crazy busy like Venice or Dubrovnik, most Europeans will still keep away due to the number of international visitors.
These types of destinations with a global tourist fan base are rarely on the bucket list of vacationers across Europe because they will go to places with tourists from their hometown regions.
For example, instead, Germans go to Lake Garda in Italy, and they will hang out at Limone Sul Garda where the staff speaks German, and they can meet with their German friends.
Too Similar to Other Regions
Switzerland is a small country, and the Alps extend across Switzerland but also neighboring countries such as France, Italy, Austria (Liechtenstein), Slovenia, and Germany.
Therefore, neighboring regions are super similar in terms of landscape views, culture, and food.
If you combine that with the fact that everything costs more in Switzerland, you can be sure that people will prefer to plan a vacation in a place that offers better ROI.
You will find equally beautiful mountain summits in France, you can go paragliding in Italy, you can uncover turquoise blue lakes in Austria, and you can hike in untouched mountain trails of the Julian Alps in Slovenia.
Individual European Vacation Traditions
Most people in Europe, and that might be the Dutch, the Brits, the Swedish, and the Austrians, will travel down south to the beach. They seek the sun and not the mountains.
Of course, there are people who prefer the mountains, but, as mentioned earlier, they will head to the South Tyrolean Dolomites or Tyrol in Austria instead of overpriced Switzerland.
Then there are the people, like the French or the Romanians, who will only travel in their country. Both countries offer stunning landscapes, and the locals don't feel the need to go abroad.
Lack of Diverse Cultural Experiences
Yes, southern and some central parts of Switzerland offer breathtakingly beautiful mountaintop views. The Schilthorn is a good example!
I also think that villages such as Appenzell and Mürren have to be seen because the Swiss architecture and country life are incredible.
But the cities, such as Zürich, Geneva, Biel, Lausanne, Winterthur, and Basel, also lack the aha effect. They are a bit dull, and the sightseeing options are limited.
The most interesting city, with a UNESCO World Heritage old town, is Bern, and this is the only city I'd recommend in a heartbeat because of the memorable old town vibe.
Otherwise, you will find many nicer towns and cities in other bordering countries that are much more enchanting. Think Colmar in France.
Language Barrier & Currency Thing
Switzerland has 4 official languages in its constitution, and the state currency is the Swiss Franc.
As a result, I had people explain to me that they'd rather not travel to Switzerland because they don't know where each language is spoken, and they'd choose to avoid having to deal with another language on a trip. Europeans can be lazy.
Austrians and Germans don't go to Switzerland because they struggle to comprehend Swiss German. French people think that Swiss French sounds funny.
Similarly, the exchanging of currency is a drawback for many because people are used to paying in euros, as it's become the largest currency in Europe. Particularly, the exchange rate, when paying by card, will scare away most Europeans.
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