PRACTICING SUSTAINABLE TOURISM DEVELOPMENT AND
ESTABLISHING SWISS TOURISM IDENTITY: LESSONS FOR VIETNAM
Mr. Urs Eberhardt1
1. INTRODUCTION
My name is Urs, a proud alumnus of EHL - Hospitality Business
School, a prestigious institution that has led the field of global
hospitality management education for over 130 years. Currently, I
serve as the Regional Director for Southeast Asia at BHMS - Business
and Hotel Management School in Switzerland, part of the renowned
Benedict Education Group, which boasts over 95 years of excellence in
the education sector.
At the 2024 International Conference on “Sustainable Tourism
Development: Identity, Resources – International Experiences and
Insights for Vietnam,” I am honored to present key perspectives on
how Switzerland has built a sustainable tourism industry, alongside
valuable lessons Vietnam can adopt. Specifically, I would like to
emphasize the indispensable role of culture and human resources
in fostering a tourism industry that not only endures but thrives
sustainably over time.
CULTURAL IDENTITY AND HUMAN RESOURCES IN TOURISM DEVELOPMENT
The Role of Culture in Tourism
Cultural identity is a key factor attracting international tourists to
Switzerland. Beyond the majestic scenery of the Alps, it is the rich
cultural heritage preserved over centuries that captivates visitors.
1
Director of Southeast Asia Strategic Development at the Business Hotel Management School.
ĐÀO TẠO VÀ SỬ DỤNG NGUỒN NHÂN LỰC DU LỊCH VĂN HÓA TRONG BỐI CẢNH HỘI NHẬP QUỐC TẾ24
Culture serves as a bridge between people and their history, offering
emotionally rich and unforgettable travel experiences. A nation with
a unique cultural identity not only draws tourists but also encourages
them to return for further exploration.
Switzerland’s culture is closely tied to its many heritage sites,
including ancient architecture, traditional festivals, and unique
customs. A distinct feature of Swiss culture is its linguistic and regional
diversity. With four official languages—German, French, Italian, and
Romansh—Switzerland offers an exceptional cultural variety. This
cultural fusion has allowed Switzerland to develop unique tourism
models, such as music festivals, international cultural events, and the
preservation of traditional villages.
Human Resources – A Valuable Asset in Swiss Tourism
People play a central role in defining the uniqueness of Swiss
tourism. Hospitality and service industry workers are meticulously
trained not only in technical skills but also in customer interaction and
communication. Their warmth, professionalism, and dedication leave
lasting impressions on visitors, fostering strong emotional connections.
This, in turn, encourages many tourists to return to Switzerland for
repeat visits and share positive stories about their experiences.
Swiss tourism places great emphasis on both technical skills and
ethical values, as well as a sense of responsibility to the community.
These principles are taught at top hospitality schools such as EHL,
where I had the privilege of studying, and are implemented across
businesses large and small throughout the country. This model is
one that Vietnam can learn from to enhance service quality and build
lasting trust with tourists.
3. THE DEVELOPMENT OF SWISS TOURISM: LESSONS FROM THE PAST
The Emergence of Mass Tourism
Swiss tourism began to gain prominence in the 18th century when
poets and writers celebrated the majestic beauty of the Alps. During this
period, Switzerland became a destination for the European aristocracy,
TRAINING AND USING CULTURAL TOURISM HUMAN RESOURCES... 25
who embarked on cultural and geographical explorations known as the
“Grand Tour.” Over time, individual travel gradually expanded into mass
tourism, leading to the rapid growth of Swiss tourism in the 19th century.
Thomas Cook, the pioneer of organized travel, was instrumental
in establishing mass tourism in Switzerland in 1863. With the rising
travel demand, Switzerland continuously improved its transportation
infrastructure, particularly its modern railway network, allowing
tourists to easily travel across European countries. The scenic railway
routes through the mountains further enhanced the travel experience
for visitors.
Luxury Hotels and Tourism
Switzerland’s golden age of tourism occurred in the late 19th and
early 20th centuries when many palace-style luxury hotels were
established throughout the Riviera Montreux region. These grand
hotels catered to the upper class but also became symbols of sustainable
tourism development, blending luxury services with environmental
stewardship.
Switzerland demonstrated that the development of luxury tourism
could coexist with environmental protection and the preservation
of cultural heritage. This provides an important lesson for Vietnam,
where luxury tourism is emerging as a key sector.
4. THE “SWISSTAINABLE” MODEL OF SUSTAINABLE TOURISM
Sustainable Transportation
One of the key factors contributing to the sustainability of
Swiss tourism is its highly developed public transportation system.
Switzerland boasts one of the densest rail networks in the world,
allowing even the most remote areas to be easily accessible. This not
only reduces CO2 emissions but also enriches the experience for
nature-loving tourists.
Train journeys through the Alps offer a unique travel experience,
drawing visitors eager to explore Switzerland’s breathtaking natural
landscapes.
ĐÀO TẠO VÀ SỬ DỤNG NGUỒN NHÂN LỰC DU LỊCH VĂN HÓA TRONG BỐI CẢNH HỘI NHẬP QUỐC TẾ26
Water and Air – Precious Natural Resources
Switzerland holds 6% of Europe’s freshwater reserves, making it an
ideal destination for tourists seeking clean, safe water. The country’s
air quality remains consistently high, thanks to strict environmental
protection policies. This has positioned Switzerland as a leader in
wellness tourism, where visitors can benefit from the clean air and
pristine natural surroundings.
Nature Conservation
Switzerland’s commitment to nature conservation is evident
through its 20 national parks, which cover over 31% of the country’s
total area. The Swiss government has enforced the Forest Act since
1876, ensuring that forest areas are preserved. This framework allows
tourism to flourish without harming the environment.
These sustainable practices underscore the importance of balancing
tourism development with environmental preservation, providing
valuable insights for Vietnam as it seeks to grow its tourism industry
responsibly.
5. RECOMMENDATIONS FOR VIETNAM BASED ON LESSONS FROM SWITZERLAND
Developing Sustainable Tourism through Cultural and Natural
Conservation
Vietnam, with its rich cultural diversity and abundant natural
resources, has significant potential to develop sustainable tourism. One
of the key lessons from Switzerland is the integration of tourism with
cultural and environmental conservation, ensuring that these valuable
assets are preserved for future generations while also providing
economic benefits to local communities.
In Vietnam, natural heritage sites such as Ha Long Bay, Phong
Nha-Ke Bang, and the majestic landscapes of Ha Giang have
become popular attractions for international tourists. However, the
management and preservation of these areas require further effort to
mitigate the negative impacts of tourism activities. Vietnam must invest
TRAINING AND USING CULTURAL TOURISM HUMAN RESOURCES... 27
in nature conservation programs similar to Switzerland’s development
of national parks and strict environmental protection policies. These
measures will ensure that the country’s valuable heritage remains
intact throughout its development process.
Establishing a Sustainable Tourism Program
Vietnam can learn from Switzerland’s “Swisstainable” model in
creating a sustainable tourism program. Switzerland has successfully
established clear standards, not only focusing on environmental
protection but also generating sustainable economic opportunities
for local communities. This program promotes the use of renewable
energy, waste reduction, and the conservation of natural resources in
accommodations and tourism activities.
Implementing similar standards in Vietnam would enhance the
country’s image, attracting international tourists not only for its
beauty but also for its commitment to environmental responsibility.
For instance, resorts in Sa Pa and Da Lat could adopt green standards,
reducing carbon emissions and utilizing renewable energy sources.
Innovating Tourism with Technology
As technology rapidly advances, Vietnam must encourage
innovation in tourism products, particularly through the adoption of
smart technology solutions. These technologies can not only attract
more visitors but also significantly improve their experiences.
Switzerland has prioritized the use of advanced data analytics
in tourism to enhance visitor experiences and optimize business
strategies. A notable example is the application of artificial intelligence
(AI) to analyze real-time tourism data, allowing systems to quickly and
accurately respond to tourist needs. This approach not only improves
customer satisfaction but also helps identify previously unnoticed
patterns in tourist behavior, leading to optimized sustainable
development strategies.
Vietnam can adopt this model to build a smart tourism system. By
integrating technologies such as AI and data analytics, Vietnam can