Fabien Clerc, from Switzerland, reveals the charms of the European summer among mountains, lakes, and authentic experiences

For many travelers, Switzerland is directly associated with winter and snow-covered mountains. However, according to Fabien Clerc, Brazil Director of Switzerland Tourism, summer reveals a completely different — and equally fascinating — country.

“The warmer weather makes the country especially comfortable and enjoyable for Latin American visitors,” says Clerc. During this season, cities and villages gain a new energy, driven by food festivals, cultural events, and an intense outdoor lifestyle.

He also highlights that one of the most surprising experiences for visitors is the possibility of swimming in crystal-clear rivers and lakes, often within the cities themselves. In the mountains, the scenery also changes: green meadows and alpine flowers replace the snow, creating bright and colorful landscapes that invite hiking, trekking, and cycling.

For Latin American travelers, this diversity is a major advantage. In a single destination, it is possible to combine nature, culture, and urban experiences, with the ease of mobility provided by Switzerland’s efficient railway system.

Strategies for more balanced tourism

Although overtourism is a concern for many European destinations, Switzerland takes a preventive approach. Clerc explains that the country does not face this issue in a widespread way but works strategically to avoid localized pressure during peak periods.

“In Switzerland, we do not face an overtourism situation like that seen in some European destinations,” he emphasizes. Even so, Switzerland Tourism has developed the Travel Better philosophy, focused on promoting more sustainable and balanced tourism.

According to the executive, the strategy aims to better distribute visitors throughout the year and across different regions. “In essence, it’s about bringing the right visitor to the right place at the right time,” says Clerc.

In practice, this includes encouraging travel during off-peak periods, promoting lesser-known destinations, and aligning specific experiences with traveler profiles. The goal is to broaden visitors’ perspectives and showcase the country’s full diversity.

A destination for all types of travelers

Despite its reputation as a luxury destination, Switzerland is increasingly positioning itself as a country accessible to different traveler profiles. Clerc emphasizes that there is a wide variety of experiences, catering both to those seeking sophistication and to those interested in nature, culture, or education.

“Switzerland is often associated with high-end tourism, but in reality, the country offers experiences for very diverse traveler profiles,” he explains.

During summer, this versatility becomes even more evident. Outdoor activities such as hiking and boat trips coexist with cultural and gastronomic experiences, as well as wellness options in high-end hotels.

Another highlight is the country’s role as an educational destination. Summer school programs attract young people from around the world, combining language learning with sports and cultural activities. According to Clerc, the presence of Brazilians in these initiatives has been growing, with families taking the opportunity to explore the country while their children study.

Cruises, lakes, and gastronomic experiences

Switzerland’s strategic geographic position allows it to integrate into the traditional European river cruise market. The Rhine River, for example, connects Swiss cities to international itineraries passing through countries such as Germany, France, and the Netherlands.

In addition, the country stands out for unique experiences on its lakes, combining natural landscapes with regional gastronomy. Clerc highlights Lake Lucerne as one of the main examples, where steam boats offer panoramic cruises through the Alps.

Among the new attractions, he mentions the “Legends of Lake Lucerne” experience, which combines historic navigation, cultural storytelling, and immersion in local traditions. For the executive, these initiatives reinforce Switzerland’s ability to integrate nature, culture, and gastronomy into complete travel experiences.

Trends and new directions for 2026

The European summer of 2026 is expected to consolidate trends already on the rise, such as wellness tourism, the search for outdoor experiences, and closer contact with nature. In Switzerland, these elements find an ideal setting.

Clerc notes that today’s traveler increasingly values time and the quality of experiences. “We see that the modern traveler is looking for something increasingly valuable: time,” he says.

This movement has driven campaigns that encourage a slower pace of travel, highlighting well-being and authenticity as new symbols of luxury. Switzerland thus reaffirms itself as a destination that goes beyond postcards — a country that invites travelers to explore, feel, and above all, slow down.

For those wishing to explore lesser-known destinations, the country offers a wide range of possibilities. Small alpine villages, panoramic trails, and less-explored lakes emerge as alternatives to traditional itineraries.

According to Clerc, many of these discoveries happen along train journeys, which reveal unexpected landscapes and provide a deeper connection with the destination. It is often along these routes, outside the original itinerary, that travelers discover a more authentic — and unforgettable — Switzerland.

Report: Mary de Aquino.
Photo: Courtesy of the company.