Pascal Prinz named director, global luxury market at Switzerland Tourism

The man who once led Switzerland Tourism’s offices in Canada has taken on a new role at the tourism board.

Pascal Prinz, who represented Switzerland in Canada for nearly five years – up until 2022, when he went on to become director of global accounts at Swiss tourism in Zurich –has accepted a new directors role, overseeing the global luxury market.

“As Switzerland Tourism launches a new global luxury market segment, I look forward to working with my great colleagues around the globe, and many Swiss and international partners to bring this vision to life,” Prinz wrote on his LinkedIn account over the weekend. 

“I'm grateful for the opportunity to lead this segment with the support of amazing colleagues, mentors, and industry partners.”

With global luxury travel revenue expected to double by 2032, Switzerland is well-positioned for high-value growth, Prinz went on to say. 

“Although 5-star stays make up ‘just’ eight per cent of overnights, they already contribute 25-30 per cent of tourism revenue, with luxury travellers spending an average of 630 CHF per day – highlighting the immense potential of this market,” Prinz wrote.

PAX got an exclusive taste of Swiss luxury in October on a FAM with Canadian travel advisors from Virtuoso.

In between enjoying Switzerland’s spotless cities, majestic mountains, creamy chocolate and alpine-style cheese, there were several opportunities to check out (and check into) some of the finest luxury hotels in the country (if not the world). Click here to read that report.  

PAX extends its congratulations to Pascal Prinz on his new role!

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