The objectives determine the strategic direction of the Federal Government’s Tourism Strategy, address the challenges faced by the Swiss tourism industry, and in the long term also reflect the federal government’s vision for tourism. The objectives of the previous Tourism Strategy of the Swiss Confederation have been retained. These are to improve framework conditions, promote entrepreneurship, exploit the opportunities presented by digitalisation, and enhance the appeal of tourism offerings and Switzerland’s market presence. A new objective – backing sustainable development – has been added to this updated Strategy, recognising the increasing importance of sustainable development to tourism, and the many opportunities that it presents.