Montreux Riviera Strategy 2030

The world is changing, and so is Montreux-Vevey Tourism! To better respond to global societal shifts and the travel habits of visitors from around the world, MVT began in 2020 a strategic reorientation called Montreux Riviera 2030.

This in-depth work, carried out in partnership with the agency Schmid Pelli & Partner and a group of external experts, also aims to better highlight the destination’s strengths. The goal: to position Montreux Riviera as the essential gateway to French-speaking Switzerland, particularly for our German-speaking neighbors—a market more important than ever.

To achieve this, the approach based on Strategic Business Areas (SBAs) has given way to a visitor-flow logic, consisting of 13 distinct profiles (cultural travelers, event attendees, wellness guests, etc.). On the communication side, special attention will be given to icons such as Château de Chillon, Lavaux, Lake Geneva, and the Montreux Jazz Festival. These four distinctive symbols embody the essence of the region: stunning landscapes, diverse experiences, and, above all, high-quality tourism with strong added value.

Discover the 2030 strategy on video

Fully rolled out this year, Montreux Riviera 2030 also aligns with the strategic redefinition unveiled by Promove at the end of 2021. Here, perhaps more than anywhere else, strong tourism goes hand in hand with a dynamic economic environment, and vice versa!

Here is, in summary, the key points of the Montreux Riviera 2030 tourism strategy:

• We aim for high-quality tourism.
• We focus on defined visitor flows and markets.
• We are targeting the German-speaking part of Switzerland.
• We are the starting point for discovering French-speaking Switzerland.
• We generate attention through our icons.
• We communicate emotionally and, above all, digitally.
• Pure Inspiration is our promise to our guests.

Result: increased length of stay and added value.