Europe

Overcoming self-interest in individual destinations, encouraging regional visitation in the face of booming urban tourism and combating falling visitor numbers from leading source markets are three challenges Tourism Switzerland has had to manage, according to head of markets Urs Eberhard.

Tourists visiting the European Union reached almost half a billion last year, or 40% of the global tourist market.

Copenhagen has declared “the end of tourism as we know it” in an innovative new destination strategy which has localhood at its heart.

One-stop flights and highly competitive fares mean visiting New Zealand from Europe is easier than ever before.