Tourists Go Home (Just Not Yet)
In Switzerland, too, the number of people fed up with mass tourism is on a constant rise. Nearly 9.5 million tourists went to Lucerne in 2018: an all-time record that tourism stakeholders welcome, even though discontent keeps growing among residents drowned in the flood of daily visitors. Despite being a small country, Switzerland has some of its top CEOs think (really) big.By facilitating access to the world-famous Eiger’s north face, a UNESCO World Heritage Site, the Jungfraubahn cableway company is about to launch a gigantic project worth nearly half a billion euros to offer tourists a unique experience where shopping and skiing become one. But can the mountain become a brand like any other? How far should we go to meet tourists'demand? Can we do without without such a financial windfall? Is an authentic travel experience still possible? Our journalists investigate.
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