reads the headline of this article in Travel Weekly. While many destinations are talking about green travel and the environment, Switzerland has delivered on these points for many years and played a pioneering role in raising awareness on a global level. One of Schmid’s predecessors proclaimed back in the 1970s that “tourism should not destroy tourism” in other words with un-checked over development the very reasons for people to visit certain places disappear. Today’s reality has proven him right when more an more travelers are looking for authentic experiences far removed from the artificial ones created all too often to attract visitors. The Swiss tourism industry is positioned extremely well to capitalize on the trend in the coming years, even when visitor numbers are in a temporary downturn.