Responsible for state communications and marketing of the Principality of Liechtenstein as a business location and tourism destination, Liechtenstein Marketing is adamant about showcasing why the country, despite its small size, belongs on every discerning traveller’s bucket list.
Q&A WITH LIECHTENSTEIN MARKETING
It also promotes the Liechtenstein brand values of being approachable, dedicated, reliable, active, and successful.
Specifically, the brand builds a bridge from the roots of the small state to the present and into a dazzling future, inspiring trust and a feeling of home.
The Liechtenstein brand is the link connecting all actors and forces committed to the sustainable development of the country and raising awareness amongst the population.
Firstly, can you talk us through the origins of Liechtenstein Marketing and its initial vision?
Ulrike Charles, Head of Tourism (UC): Liechtenstein Marketing was founded to promote the country as both a tourism destination and an economic hub.
We are responsible for destination marketing, tourism promotion, business location branding, and strengthening the country’s global presence. Our initial vision was to establish Liechtenstein as an attractive place to visit, live, and do business.
What are your organisation’s current goals?
UC: Liechtenstein Marketing’s current goals include promoting soft tourism, strengthening the national brand, and positioning Liechtenstein as a competitive destination for business and leisure. The organisation also focuses on sustainable tourism initiatives and digital marketing strategies.
How do you market Liechtenstein as an attractive destination?
UC: Liechtenstein is unique. The principality is in the centre of the Alps and surrounded by beautiful nature, offering guests a truly special experience.
Liechtenstein Marketing is responsible for positioning the country in the world. We promote Liechtenstein as a destination through digital campaigns, partnerships with travel agencies, participation in international tourism fairs, and media collaborations. The focus is on showcasing Liechtenstein’s natural beauty, cultural heritage, and year-round outdoor activities.
“Liechtenstein is unique. The principality is in the centre of the Alps and surrounded by beautiful nature, offering guests a truly special experience”
Ulrike Charles, Head of Tourism, Liechtenstein Marketing
How do you promote off-season travel?
UC: Liechtenstein is exciting for guests from across the world all year round. To encourage tourism outside the peak season, Liechtenstein Marketing promotes indoor attractions, cultural events, and exclusive off-season packages.
In summer and autumn, activities like hiking and cycling are highlighted; winter promotions focus on skiing, cross-country skiing, and other seasonal experiences, whilst gastronomy remains a year-round attraction.
Are there any interesting projects in the pipeline you wish to highlight?
UC: Liechtenstein Marketing is continuously working on new tourism and marketing initiatives. The newest project will be our ‘WELCOME Adventure Pass’, which has been available since June and will be exclusively available to overnight guests with free public transportation throughout Liechtenstein and a 20 percent discount on various experiences. In this way, we enable guests to experience Liechtenstein in an even more comfortable and exciting way.
Why, in your opinion, should someone visit Liechtenstein?
UC: Liechtenstein is a hidden gem in Europe, offering stunning alpine landscapes, unique panoramic views, medieval castles, rich culture, and outdoor activities like hiking and cycling. It is also one of the safest and most charming destinations in the world. Liechtenstein’s uniqueness as a principality and Alpine state delights guests.
“Liechtenstein is a hidden gem in Europe, offering stunning alpine landscapes, unique panoramic views, medieval castles, rich culture, and outdoor activities like hiking and cycling”
Ulrike Charles, Head of Tourism, Liechtenstein Marketing
What are some of the country’s most unique landmarks?
UC: Some of Liechtenstein’s most remarkable landmarks include Vaduz Castle, the official residence of the royal family, Gutenberg Castle in Balzers, Kunstmuseum Liechtenstein, Malbun, which is surrounded by mountains and the perfect starting point for hikes, and the Cathedral of St Florin. The Liechtenstein Trail is also unique, allowing you to discover the whole country on a single route.
What trends are transforming the tourism industry in Liechtenstein, and how are you utilising them?
UC: Emerging trends such as sustainable travel, digital experiences, and a demand for authentic cultural encounters are shaping tourism in Liechtenstein. The country is focusing on eco-friendly tourism options and promoting local traditions to meet these trends.
What challenges does the tourism industry in Liechtenstein face?
UC: Liechtenstein’s tourism industry faces challenges such as limited accommodation capacity and the absence of a direct airport. We also face strong competition from neighbouring Switzerland and Austria, which offer similar attractions. Additionally, the high cost of our currency, the Swiss franc, affects price competitiveness.
Finally, are you optimistic about the future of the tourism industry in Liechtenstein?
UC: Despite these challenges, we remain optimistic about the future of tourism in Liechtenstein. The focus is on sustainable tourism, digital marketing, and developing new offerings to attract more visitors in the coming years to offer them a unique experience in a beautiful landscape.
