Robbie Williams is a huge star in Switzerland. The British singer is not nearly as popular in America, much to the dismay of our hosts from Switzerland Tourism, who were thrilled to announce that Williams was also staying at our hotel, the Park Hyatt Zurich. The puzzled response from the Americans led to our first moment of cultural confusion (although one American was delighted to hear, mistakenly, that Robin Williams was a fellow guest).
But the beauty of events such as the one we were on—the second annual Switzerland Meeting Trophy—is that they give the planners in attendance a real taste for the country and show what makes a destination special, pop singers and all.
For the Meeting Trophy, Switzerland Tourism invited meeting and event planners (plus one member of the press and one representative from Switzerland Tourism per team) from Germany, Belgium, France, the Nordic Countries, Netherlands, Great Britain, and the U.S. to participate in a whirlwind three days of Amazing Race-style activities around Switzerland. Through a road rally, competitive events, and tours through Zurich, Lucerne, Interlaken, Lausanne, and Geneva—with additional quick stops in the village of Pfaffikon and the resort town of Montreux—planners learned why Switzerland is an ideal location for meetings, conventions, and incentives.
Other destinations should take a page from the Swiss playbook and develop similar programs—the response from attendees was phenomenal, and the range of activities ensured that something resonated with each guest. And because the activities were designed for groups, it was easy to understand how they might be a fit for clients.
Arrival night in Zurich included a city tour, with stops at some of Zurich's 1,200 fountains, all with potable water, and dinner at Apfelkammer, a restaurant built in the 14th century. Zurich turned out to be the city that most surprised participants. "I learned the extent of tourism possibilities in Zurich," says Donald W. Porter, director of program development for Universal Skytours Inc. in Purchase, NY. Porter has traveled extensively throughout Switzerland, but the Meeting Trophy trip showed him something new for groups. "I have only used Zurich as an arrival and/or departure point for the rest of Switzerland. I was not familiar with Old Zurich or with the rain forest," he says, speaking of the Masoala rain forest, a 36,000-square-foot indoor rain forest affiliated with the Zurich Zoo that has event space available for groups. Masoala serves as the sister site to a natural rain forest by the same name in the northeast portion of Madagascar.
Meeting Trophy Day One kicked off with a cruise on Lake Zurich, then a road rally, a crossbow challenge, an art challenge, a chocolate-tasting challenge, a tour of the Lucerne Culture and Convention Centre (KKL), and a cable car ride to the top of Mount Pilatus for a fondue dinner. Day Two included a bus trip to Interlaken, trains to Montreux and Lausanne, a wine-tasting challenge, a cathedral challenge, and a farewell dinner at the Olympic Museum, which is located next to the Beau Rivage Palace where our team stayed. The Americans took an extra day to travel around Geneva with a lunch cruise on the boat Savoie on Lake Geneva and an exploration of Old Geneva.
Alas, the Americans failed to bring home the trophy, which was won by the spirited team from Great Britain, but everyone on the trip left with new ways that their groups can experience Switzerland and a better understanding of how to pitch the destination to clients. Also, Erik Schlumpf from Zurich Tourism sent each member of the U.S. team a Robbie Williams CD following the trip, and the general consensus is that, while he's no Robin Williams, he is quite good. Consider the Americans indoctrinated and ready to take groups across the pond.