Which country comes to mind at the mention of cheese, chocolates and clocks? Switzerland, of course. While the Federal Republic is not about to seek changes to the image that it is known by around the world, Switzerland Tourism (ST) chief executive Jürg Schmid wants to make these icons of the Swiss brand more accessible through experiential offerings that showcase the stories and processes behind these iconic products.

And this is just one aspect of his greater mission to promote a holistic Swiss experience to holiday-goers and business travellers alike.

Mr Schmid was in town last week to celebrate the one-year anniversary of ST's establishment of a full-fledged regional office here, which caters to Singapore and other key source markets in the region such as Thailand, Indonesia and Malaysia.

South-east Asians account for about 400,000 overnights in a year, and Mr Schmid estimates that this would continue to grow at a pace of about 20 per cent annually.

Having helmed the public company for more than a decade, Mr Schmid thinks that it is now the "right moment" for ST to step up its efforts to promote Switzerland as a holiday, travel and conference destination in South-east Asia. "We believe that in the next four to five years, we can double the numbers from South-east Asia, and the biggest source market in South-east Asia is Singapore."

Indeed, ST saw a 28 per cent increase in Singaporean visitors last year as compared to 2011. As it is, tourism accounts for more than 5 per cent of Switzerland's GDP; as the country's third-largest export sector, it is considered a "strategic element in Switzerland's economy".

On ST's ambitions in terms of GDP contribution, Mr Schmid said: "I don't think that we can grow our share, but I think we can keep the share."

He explained that ST's objective, rather, is to develop quality tourism that is both "in harmony with nature" and in tandem with Switzerland's pace of development through a comprehensive range of long-term strategies.

On the business front, ST intends to promote Switzerland as a congress destination here by highlighting alternative experiences - such as swimming in freshwater lakes and scaling mountains in the Swiss Alps - which the country has to offer to delegates beyond their official working schedules.

"We don't compete with Singapore; the Singaporeans also have a need to travel out," said Mr Schmid, who added that ST would position Switzerland as an incentives destination because "every company that is growing has a need for incentive travel".

South-east Asia director Ivan Breiter added: "It's one of the biggest growing markets for us because of the different experience."

On the holiday and travel front, ST is launching a new drive to promote Switzerland as a "four-seasons destination". As most South-east Asians visit the Alpine nation only in summer, Mr Schmid said that new tours would be launched to expose people in this part of the world to beautiful Swiss sights in seasons such as autumn and winter as well.

ST will also be introducing new routes to the market because "more and more people travel to learn and to discover", he said. Mr Schmid cited eastern Switzerland, a region favoured by the natives, as an example of an unexplored area that will increasingly be marketed internationally. There, travellers can embrace "untouched nature" amid the Swiss Alps in St Moritz Engadin and experience living traditions in the cultural region of Appenzell, before arriving in the largest Swiss city, Zürich.

Pointing to the Gardens by the Bay as a good example, Mr Schmid said that Singapore's constant renewing of its tourism draw is an important learning point from which ST drew inspiration for its third strategy. "We both have to create and promote new attractions on a regular basis." Next year, a state-of-the-art convention centre situated by Lake Geneva - The Swiss Tech - will open its doors in Lausanne. To the east, Fifa will be unveiling its brand new Fifa Football Museum in Zürich the year after. By 2016, the opening of the Gotthard Base Tunnel - the world's longest rail tunnel with a route length of 57 km - will allow visitors to travel under the Swiss Alps from the Italian fashion capital of Milan to Zürich in just 2 1/2 hours.

"So there's a lot to see in Switzerland. Switzerland is investing in tourism and it's really a very stress-free and safe country to experience one of the most beautiful nature on our planet," concluded Mr Schmid.

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