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"The importance and complexity of the tourism industry is not seen enough. Not only does tourism contribute significantly to the value creation of destinations, tourism also connects cultures, creates understanding for each other and shapes the image of countries and destinations. Therefore, the work in tourism is demanding, this is often not seen."
Together with the team, I created and launched a strategy for positioning Switzerland as a sustainable destination. Sustainable consumption and authentic travel experiences, that are in harmony with nature, are very important to me personally, so Swisstainable is not only a great milestone for me, but also a project close to my heart.
During the pandemic new aspects like safety and trust definitely became more important. But also sustainable travel is no longer a niche topic. The new way of travelling will take a deeper dive into a country and its culture and seek out enriching encounters and emotional experiences. I am happy to see that more and more touristic campaigns have generally become more diverse and that women in management are becoming more numerous, although still underrepresented.
I would like the industry to become more convenient, more digital, and more sustainable. Furthermore, more emphasis should be placed on diversity. many women study tourism and also work in the tourism environment this must also be reflected in management.
I have been able to develop and evolve greatly throughout my career, and I am grateful for that. I really enjoy the flexibility and openness of our work culture.
The importance and complexity of the tourism industry is not seen enough. Not only does tourism contribute significantly to the value creation of destinations, tourism also connects cultures, creates understanding for each other and shapes the image of countries and destinations. Therefore, the work in tourism is demanding, this is often not seen.
Have a vision for your career, but be open to things that happen along the way.
Make your work and your accomplishments visible. Be proud of it, but never arrogant.
Letizia Elia (39) is Head of Business Development and a member of the Executive Board of Switzerland Tourism. In her role, she is responsible for partnerships, product development, events, and the segments health and touring. She is also responsible for the sustainability strategy and the area of innovation.
Previously, Letizia Elia was Deputy Director of the Congress Center Basel at MCH Messe Basel AG. She is a certified translator and holds a dual degree MBA in Business Administration from the University of Applied Sciences Northwestern Switzerland (FHNW) and EBS Edinburgh Business School.
