Geneva eyes India among its top 5 source markets; intensifies trade push

With India already among its top 10 priority markets for investment, Geneva Tourism is stepping up its engagement with the Indian travel trade, focusing on luxury experiences, destination awareness and a stronger presence in the market.

For Adrien Genier, Director General and CEO, Geneva Tourism & Convention Foundation, the opportunity lies in showcasing Geneva as a destination, that Indian tour operators are only beginning to fully understand.

When asked about the response from India market, Genier shared, "The response has been extremely good. What I have heard from travel agents and tour operators over the past two years, since we started actively engaging with the market three years ago, is that Geneva has so much more to offer than they expected, and they did not know how to sell it."

Bridging this awareness gap is central to Geneva's strategy. While current visitor numbers from India may not yet reflect the destination's full potential, Genier believes the market could grow significantly in a relatively short period. "The numbers are not very big so far, but the potential is huge. I think it could grow extremely fast, perhaps even within a year," he added.

Is India on the priority list?

India is already among Geneva's top 10 markets in terms of the time, money and resources invested in market development, shared Genier. However, according to him, overnight visitor numbers remain relatively modest.

"The UK is an important market for us because connectivity is so easy. We also have France, Italy and the Gulf countries, but the market is very spread out because Geneva is such an international city," Genier explained.

Against this backdrop, he highlighted that India represents a significant growth opportunity. Geneva's ambition is to have India move beyond its current position and establish itself among the top five source markets, supported by stronger trade engagement and destination promotion.

Strengthening trade engagement in India

Genier shared that Geneva's India strategy is being pursued in close collaboration with Switzerland Tourism, leveraging the wider appeal of Switzerland while highlighting the distinct experiences that set Geneva apart.

"We are a Swiss brand and a Swiss destination, but we have more to offer. We work very closely and jointly with Switzerland Tourism," shared Genier. The destination is also investing in both traditional and digital mediums, including influencer collaborations, to broaden its appeal among Indian travellers. Geneva Film Office, launched this year, is another initiative aimed at positioning Geneva as a filming destination and bringing the city to life through cinema.

On the trade front, Geneva is working with Switzerland Tourism to engage both luxury travel specialists and traditional travel agents. The destination participates in trade initiatives at least twice a year, with the objective of strengthening product knowledge and equipping the Indian travel trade to sell Geneva more effectively.

Recently, the world of Haute Horlogerie took centre stage in Mumbai, as the Grand Prix d’Horlogerie de Genève (GPHG) 2026 arrived in the city from September 28 to October 1, 2026. Registered visitors and partners got the opportunity to explore the exhibition through curated tours and partner experiences, followed by an evening reception bringing together members of the watchmaking and luxury community. The Geneva Tourism & Conventions delegation was also supported by Swiss watchmaking experience provider INITIUM and Manotel hotel group.

"Watchmaking is something totally unique to Geneva, which visitors can also experience for themselves. That is one of the reasons we are here," he explained. Geneva Tourism hosted an event for more than 60 Indian tour operators and travel agents, to strengthen relationships and introduce the destination's offerings.

Preparing for India's return to the West

With Indian travellers increasingly looking eastwards, the destination is keen to ensure that Switzerland remains firmly on their radar when they resume travelling to Western Europe. Genier noted, "The biggest challenge is getting back into the trend. We can see that the trend is moving toward east, partly because of the war and its impact on flight connections. All of this does not help.”

However, Geneva is looking beyond the immediate shift in travel patterns. "When Indians start travelling west again, and I certainly hope that will happen as early as next year, we need to be in the right place. They should be thinking about where they want to go in Switzerland, what they absolutely must experience and what is new. Geneva should be among the first new destinations they consider visiting," Genier concluded.