Published on
September 21, 2025
Tourism industry members from north China’s Hebei Province and Switzerland met in Geneva on Friday to explore new opportunities for tourism cooperation between the two areas. The gathering, conducted at the Warwick Geneva Building, presented a chance for Hebei to promote its tourism capacity and welcome Swiss tourists. With the objective to enhance tourism transactions, this project brought into prominence the rich cultural heritage, natural beauty, and contemporary infrastructure for tourism of the region, rendering it a preferred destination for Swiss travelers.
Hebei’s Diverse Tourism Resources and Easy Access
At the heart of the discussion was Hebei’s appeal as a tourism destination for international travelers, particularly from Switzerland. Zhao Bing, Director of the Hebei Provincial Department of Culture and Tourism, highlighted Hebei’s unique geographical advantages, including its seven international airports and three ports, offering direct connectivity to over 70 countries and regions. Zhao emphasized Hebei’s rich tourism resources, including famous landmarks like the Jinshanling section of the Great Wall and picturesque mountainous landscapes in areas like Chengde. The ease of travel, combined with the visa-free policy for Swiss citizens, makes Hebei a convenient and attractive destination for Swiss tourists.
Switzerland’s Growing Interest in Hebei’s Tourism Offerings
During the event, Swiss tourism professionals expressed significant interest in Hebei’s tourism potential. Zhao Lei, Asia Manager for Geneva Tourism, encouraged her peers to explore Hebei’s offerings. Jacqueline Roeschli, Director of Fiesta Travel in Geneva, even mentioned plans to organize female travel tours specifically for Swiss women to explore China. She cited the convenience of direct flights from Geneva to Beijing and the 30-day visa-free entry policy as key factors in facilitating travel for Swiss tourists.
This growing interest was further confirmed by Philippe Nyoundou, a representative from Villeneuve Travel Agency in Switzerland, who shared his plans to visit China next month, bolstered by the visa-free travel policy and easier flight access. Nyoundou expressed his excitement to begin planning future trips to Hebei, motivated by the potential for cultural discovery and exploring China’s landmarks.
Leveraging Direct Flights and the Visa-Free Policy
A significant factor in increasing tourism flows between Switzerland and China has been the introduction of direct flights connecting Geneva to China’s major cities, such as Beijing. The availability of direct flights and the 30-day visa-free entry policy for Swiss citizens holding ordinary passports has made travel to China easier and more affordable. With the government’s focus on facilitating international tourism, these policies are expected to increase visitor numbers to both Hebei and other parts of China. Tourism professionals noted that the simplified travel process encourages spontaneous visits and boosts interest in exploring lesser-known destinations like Hebei.
Winter Tourism Collaboration: Building on the Beijing Olympics Legacy
In addition to the tourism opportunities for the general public, Hebei’s winter tourism sector has been gaining traction, particularly following its role as a host province for the 2022 Beijing Winter Olympics. At the 2023 International Ice and Snow Tourism Development Conference in Zhangjiakou, Hebei’s tourism authorities teamed up with Swiss organizations to launch the “World Ice and Snow Tourism Destination Alliance.” The initiative aims to develop high-quality winter tourism products and promote green and low-carbon growth in the winter tourism sector. By partnering with Swiss tourism experts, Hebei seeks to attract Swiss tourists interested in skiing, snow sports, and mountain resorts in the region.
Strengthening People-to-People Ties Through Tourism
The meeting between Hebei and Swiss tourism professionals also underscored the importance of people-to-people ties in strengthening bilateral relations. Cultural exchange and mutual understanding are key components of this cooperation, and tourism provides a unique platform for fostering these connections. Both regions benefit from sharing their respective cultural values, and tourism acts as a vehicle for enhancing these relationships. By encouraging Swiss travelers to visit Hebei, the two countries hope to foster a deeper connection through experiential travel, enabling tourists to immerse themselves in local culture and heritage.
Promoting Eco-Friendly Tourism in Hebei
In line with global trends towards sustainability, Hebei is focusing on eco-friendly tourism initiatives, especially in areas with pristine nature and cultural heritage. The region’s green tourism offerings are increasingly attractive to eco-conscious travelers, particularly Swiss tourists who are known for their strong interest in sustainable travel. Through promoting sustainable practices, such as eco-resorts and nature conservation programs, Hebei is positioning itself as a responsible tourism destination in the broader Asian market. This commitment to sustainability will play a key role in attracting environmentally-conscious visitors from Switzerland and beyond.
A Strategic Partnership for Tourism
As Hebei continues to strengthen its ties with Switzerland, it also sets its sights on the future, planning for increased tourism exchanges and business cooperation. The collaboration between Hebei and Swiss tourism professionals marks the beginning of an exciting chapter in tourism development, with Swiss tourists increasingly interested in experiencing Hebei’s rich cultural offerings and natural beauty. Through partnerships, investment, and the promotion of mutually beneficial tourism policies, both regions are poised to enjoy a sustainable and growing tourism relationship in the coming years.
Hebei and Switzerland: A Growing Tourism Partnership
The recent conference in Geneva reflects the increasing momentum of the tourism cooperation between Hebei and Switzerland. With greater travel freedom, direct air links, and visa-free travel conditions making it more convenient to visit, Switzerland is fast becoming a key source market for tourism to Hebei. With the regions increasingly cooperating, cultural tourism, eco-tourism, and winter tourism will take center stage in future tourism exchanges. With a common vision of sustainability, cultural exchange, and economic cooperation, Hebei and Switzerland are likely to establish long-term tourism relationships that will serve both countries well for the years ahead.
