Switzerland targets rich tourists but at what cost?

Switzerland's already upmarket tourism sector is trying to attract more high rollers.

British Broadcasting CorporationWatch LiveHomeNewsSportBusinessInnovationCultureArtsTravelEarthAudioVideoLiveHomeNewsIsrael-Gaza WarWar in UkraineUS & CanadaUKUK PoliticsEnglandN. IrelandN. Ireland PoliticsScotlandScotland PoliticsWalesWales PoliticsAfricaAsiaChinaIndiaAustraliaEuropeLatin AmericaMiddle EastIn PicturesBBC InDepthBBC VerifySportBusinessExecutive LoungeTechnology of BusinessFuture of BusinessInnovationTechnologyScience & HealthArtificial IntelligenceAI v the MindCultureFilm & TVMusicArt & DesignStyleBooksEntertainment NewsArtsArts in MotionTravelDestinationsAfricaAntarcticaAsiaAustralia and PacificCaribbean & BermudaCentral AmericaEuropeMiddle EastNorth AmericaSouth AmericaWorld’s TableCulture & ExperiencesAdventuresThe SpeciaListEarthNatural WondersWeather & ScienceClimate SolutionsSustainable BusinessGreen LivingAudioPodcastsRadioAudio FAQsVideoLiveLive NewsLive SportHomeNewsSportBusinessInnovationCultureArtsTravelEarthAudioVideoLiveWeatherNewslettersSwitzerland targets rich tourists but at what cost?2 days agoShareSaveImogen FoulkesGeneva correspondent, BBC NewsShareSaveBadrutt's Palace HotelSwiss hotels, such as Badrutt's Palace in St Moritz, attract the world's wealthiest peopleThe world is a very insecure place right now - conflict, climate change, and fears of recession dominate the headlines. But for some people, things are going rather well - the wealthy.

Despite the global turmoil, the number of billionaires in the world is growing and the personal wealth of each of them is increasing too.

So what to do with all that money? The growing trend for the ultimate luxury experience is a clue as to what the very rich are doing with their cash. For the tourist industry in particular, it's an opportunity.

In Switzerland, which has long cultivated a reputation for understated luxury, the number of five-star hotels is increasing faster than any other category. Many of them were built in the early 20th century - grand belle epoque palaces serving a then emerging class of privileged, primarily English tourists.

Today, renovated to the highest standards, those hotels leave no guest's wish unmet. There are luxury spas, gourmet restaurants, and designer suites with panoramic views of the alps. Some offer "ski butlers" to ferry guests to and from the slopes, carry the skis, and even help put on their boots.

https://www.bbc.com/news/articles/cq8yy09we1eo

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