Share This

Jürg Schmid

Chief Executive Officer
Switzerland Tourism

When people think of Switzerland, they often think of clocks, chocolates, and the Alps; but when people think of Switzerland Tourism they most likely think of the company’s quirky commercials – ever since Switzerland Tourism has been headed up by Jurg Schmid, who has focused on making his country’s image accessible to all. Schmid disagrees with a perception that Switzerland is expensive, pointing out that “Many of the tourists from Australia and the United States are backpackers.” Switzerland Tourism’s official website,, is available in fifteen languages and has over 69,000 hits a day.

Before joining the tourism industry, Schmid was a senior executive at Oracle Switzerland, serving as Director of Sales and Marketing responsible for Europe, the Middle East, and Africa. He has also held positions at Hewlett-Packard and at Bank Vontobel. At Switzerland Tourism, Schmid oversees more than 200 employees in twenty countries around the world.

Read more about Switzerland