As Switzerland and Indonesia celebrate 75 years of diplomatic relations in 2026, the Swiss government, through Switzerland Tourism, is highlighting travel as a way to bring people from both countries closer together. Indonesian travellers are invited to discover Switzerland, particularly during winter, when beautiful landscapes, charming cities and seasonal activities create memorable experiences.
Switzerland Tourism introduced a fresh perspective on the country’s winter attractions at its Annual Media Briefing 2026, held in Jakarta on 3 November. Under the theme Beyond the Snow: A Swiss Winter for the Senses, the event showed that winter in Switzerland offers much more than snow-covered mountains and ski resorts.
The briefing also marked the first media appearance in Indonesia of H.E. Konstantin Obolensky, Ambassador-designate of Switzerland to Indonesia, Timor-Leste and ASEAN. He highlighted the importance of tourism in strengthening relations between the two countries, describing travel as a personal way for people to connect and learn about different cultures.
“As Switzerland and Indonesia celebrate 75 years of diplomatic relations this year, tourism remains one of the most personal ways to bring our people closer together. I am delighted that my first media engagement in Indonesia is an opportunity to share this side of Switzerland with you,” said Ambassador-designate Obolensky.
Drawing on his experience of living in Basel, he also explained why Swiss winter should not be associated with snow and skiing alone.
“Coming from Basel, a lowland area, I can assure you that Swiss winter is about much more than snow and skiing. It is also about our cities, traditions, food, and the many experiences that make each region unique,” he said.
Located in north-western Switzerland, Basel is well known for its art scene, museums and traditional carnival, Basler Fasnacht. One of its most remarkable traditions is Morgestraich, which begins at 4 am when the city lights are switched off. Residents then parade through the streets playing drums and piccolos, carrying beautifully illuminated lanterns. This colourful procession marks the beginning of the carnival and reflects the city’s rich cultural heritage.
Basel is just one example of what Switzerland has to offer beyond its famous mountain scenery. Visitors can explore picturesque lakes, discover museums and cultural festivals, or sample local specialities such as fondue and chocolate. Thanks to the country’s compact size, it is also easy to combine different experiences in one trip, from exploring lively cities to enjoying the peaceful mountain landscape.
“You can visit a city, enjoy museums with diverse collections, or attend a festival. A day or two later, you could be enjoying the snow, skiing, or simply taking a walk in the crisp, cold air,” explained Ambassador-designate Obolensky.
Through Beyond the Snow: A Swiss Winter for the Senses, Switzerland Tourism invites travellers to experience winter through all five senses: sight, sound, touch, taste and smell.
For spectacular views, visitors can admire the Matterhorn in Zermatt and the vast snow-covered landscapes of the Jungfrau Region. They can also enjoy a meal at the Piz Gloria revolving restaurant, which became famous as a filming location for a James Bond film.
Another way to appreciate Switzerland’s natural beauty is by travelling aboard the Bernina Express and Glacier Express. These panoramic trains take passengers through stunning Alpine scenery, offering memorable views along the way.
Beyond the scenery, winter is also a time to enjoy Switzerland’s food and traditions. Visitors can warm up with traditional Swiss fondue, wander through charming Alpine villages or relax in natural thermal baths. Cities such as Zurich and Geneva also offer a lively festive atmosphere, with plenty to enjoy throughout the season.
Getting around the country is equally convenient, thanks to Switzerland’s well-developed public transport network. Trains, buses and boats connect major cities with smaller towns and scenic destinations. Ambassador-designate Obolensky encouraged international visitors to make the most of this efficient transport system.
“Public transport works exceptionally well in our country. We strongly encourage tourists to make use of that infrastructure,” he said.
The Swiss Travel Pass offers another convenient way to explore, allowing international visitors to travel by train, bus and boat while discovering different parts of the country.
Indonesia currently ranks fifth among Switzerland’s five key tourism markets in South-east Asia, after Singapore, Thailand, Malaysia and the Philippines. However, the weakening of the Indonesian rupiah remains a challenge, as it makes travelling to Switzerland more expensive for Indonesian visitors.
Despite this, Switzerland Tourism remains hopeful about attracting more Indonesian travellers, following a rise in visitor numbers in 2023 and 2024, when Switzerland was among the European destinations to reopen to international visitors after the COVID-19 pandemic.
Adding a creative touch to the media briefing, Switzerland Tourism partnered with Givaudan, a Swiss global leader in fragrance and beauty, to present Craft Your Own Swiss Scent. The special perfume-making workshop invited participants to explore Switzerland through fragrance, drawing inspiration from the freshness of Alpine air, mountain forests and the warmth of a winter retreat.
Guided by Givaudan’s fragrance experts, media participants had the opportunity to learn about perfume creation and develop their own Swiss-inspired scents. The activity brought the event’s sensory theme to life while highlighting Switzerland’s expertise in fragrance innovation and creativity.
It also offered a personal reminder of the country, showing how travel memories can be captured not only through photographs and experiences, but also through scent.
Through Beyond the Snow: A Swiss Winter for the Senses, Switzerland Tourism hopes to inspire more Indonesians to explore the country’s many winter attractions. Beyond its famous snowy peaks, Switzerland offers a wonderful mix of culture, food, nature and city life, making it a destination to experience with all the senses.
