This report published by the World Economic Forum has Switzerland leading the list of global tourism destinations in terms of competitiveness. It is an even better position than a report by the WEF on overall competitiveness by countries, where the country also was ranked near the top.
The ranking is based on a number of key factors, and the authors make it clear that it is not a “beauty contest” that ranks attractiveness. In my opinion, on that criteria alone Switzerland would also rank at or near the top.
I don’t think a direct correlation can be made between this report and the actual performance in terms of attracting increased visitor numbers. However, it presents in addition to a solid foundation on which to build the destination marketing effort, an excellent opportunity for the national DMO to argue for and secure funding, from both the public and private sectors, for its important marketing function and to capitalize on the elements that resulted in this top rank.
In any case this should give a welcome boost to the country’s tourism industry and it’s confidence.