The Visitor Experience Exchange:

Switzerland Field Lab

Learning from the World’s Best Destinations

a green blue clear lake surrounded by evergreen trees and a green mountain field with the snow covered swiss alps in the background

The Visitor Experience Exchange: Switzerland Field Lab is a Visit Salt Lake-led international learning journey designed for leaders and community members shaping the future of visitor experience, legacy planning, and global events. This immersive exchange explores how Switzerland – one of the world’s most sophisticated visitor economies - translates design, mobility, culture and service excellence into lasting economic and community impact.

Designed as a field lab rather than a traditional study tour, this inaugural program brings together a small cohort of leaders for behind-the-scenes access, peer exchange, and experiential learning across Zürich, the Swiss Alps, Lausanne, and Geneva.

Space is limited.

Swiss Alps - snow covered mountains with very green mountain meadow and a flag pole with the Swiss flag

PROGRAM OVERVIEW

A global lens on destination excellence

This curated exchange is built around one central question: How do the world’s most refined and developed destinations design seamless- high impact visitor ecosystems?

Over eight days, participants will engage directly with Swiss destination organizations, hospitality groups, active lifestyle brands, education institutions, and experience designers who have successfully aligned infrastructure, tourism, placemaking, culture, and visitor experience.

The program blends strategic briefings, experiential immersion, and facilitated dialogue to explore how major global events can catalyze lasting benefits for residents, visitors, and our local economy.

This Switzerland Field Lab is the first international exchange of its kind offered by Visit Salt Lake – intentionally designed to inform thinking around global competitiveness, experience design and destination leadership.

Why Switzerland? Why Now?

Switzerland represents one of the most advanced destination ecosystems in the world . As home to world-class destination leaders, hospitality and training institutions, and International Olympic Committee, the country has developed a globally recognized approach — one that connects sport, culture, education, and tourism into a cohesive visitor economy.

As Salt Lake continues evolving on the global stage, this exchange is designed to provide direct exposure to best-in-class models, candid conversations with destination builders and leaders, and transferable insights that can be applied immediately in Salt Lake.

At-a-Glance Details

Dates: June 21-28, 2026

Registration interest deadline: Feburary 16, 2026
Final payment due: February 20, 2026

Locations:

Zurich

Train on tracks with lake and mountains in the background

Grindewald

Seating area with umbrellas and garden with swiss buildings in the background

Lausanne

Geneva

Focus Areas:

Destination product development, hospitality and service culture, alpine and urban mobility, culture-led tourism, global events, talent development, and visitor economy strategy

Format:

Curated learning exchange and experiential immersion

Group Size:

Space is limited.

Program Costs:

$7,500 – Primary Delegate
$5,000 – Guest Delegate (shared accommodation with primary delegate)

Includes: Accommodations, meals, activities, site visits, and ground transportation throughout the program including airport transfers aligned with recommended arrival and departure flights.

Airfare is not included. Recommended flights: coming soon!

I'm Interested, Send Me Info

Itinerary (subject to change)

Airport concourse at Zurich looking out the windows at the city

Day 1 | Arrival & Orientation

Zürich

Arrivals, hotel check-in, program orientation, and an optional welcome walk introducing Switzerland’s approach to place, design, and quality of life.

Day 2 | Destination Strategy & Brand Alignment

Zürich

How a global city balances scale, lifestyle, and high-value visitation. Includes destination strategy exchanges and brand immersion experiences.

Parallel guest experiences focus on Swiss culture, art, and culinary heritage.

Red train traveling through a green mountainside field with snow covered swiss alps in the background

Day 3 | Talent, Training & Mobility

Zürich to the Alps (Grindelwald)

Insights into workforce excellence, hospitality training, and service culture, followed by a scenic rail journey into the Bernese Oberland – highlighting how alpine mobility supports year-round tourism and major events.

Parallel guest experiences emphasize wellness, leisure, and the alpine journey.

Swiss style building with distinctive red roof on a river

Day 4 | Alpine Innovation & Infrastructure

Grindelwald to Lausanne

Exploration of mountain experience design, culture and infrastructure that support global-scale visitation, transitioning into Lausanne, an international hub for sports, education, and global institutions.

Parallel guest experiences center on light alpine exploration and regional culture.

Swiss style buildings with a lake in the background that has mountains and snow covered peaks on the other side

Day 5 | Olympic Legacy in Action

Lausanne

A full day focused on how sport heritage, education and hospitality training influence talent development, destination identity and long-term legacy. Includes visits to the Olympic Museum and leading hospitality education institutions shaping future leaders.

Parallel guest experiences offer cultural discovery and lakeside leisure, with shared moments throughout the day.

Aerial view of Geneva looking over the city toward the lake

Day 6 | Culture, Sport & Global Cities

Lausanne to Geneva

Experiential tracks exploring how culture, landscape and global positioning intersect to create compelling visitor experiences, followed by arrival in Geneva.

Parallel guest experiences highlight scenic exploration, lifestyle, and cultural immersion.

Day 7 | Global Perspective & Reflection

Geneva

Diplomacy, luxury, humanitarian storytelling, and reflection on how global institutions influence place identity, culminating in a farewell experience.

Parallel guest experiences focus on art, design, and Swiss luxury traditions.

Day 8 | Departures

Geneva

Optional extensions on your own.

View of Temple De Morges down a street at twilight with swiss flags and blue sky

Space is limited. Registration interest must be submitted by February 16, 2026.

Full detailed and confirmed itinerary will be shared with confirmed participants.

Sponsorship & Scholarship Opportunities

A limited number of Local Partner Sponsorships and Delegate Scholarships are available for the Switzerland Field Lab.

Local Partner Sponsorships

Local businesses and organizations may sponsor a delegate’s participation, directly investing in:

Global destination learning
Workforce and leadership development
Knowledge transfer back to Salt Lake

Sponsor benefits include:

Brand recognition on program materials and recap content
Invitation to a private post-exchange briefing in Salt Lake
Thought leadership alignment with global destination innovation

To inquire about sponsorship opportunities, select “Sponsorship Interest” on the form below.

Delegate Scholarships

A limited number of partial scholarships may be awarded to qualified applicants to support access to this global learning experience.

Scholarships are intended for:

Emerging leaders
Nonprofit and public-sector professionals
Workforce, education, and community-focused organizations

To apply for a scholarship, select “Scholarship Consideration” on the form below.

Interested in exploring global destination excellence and hospitality innovation at the highest level?

Complete the interest form to receive more information.

Contact Information

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Frequently Asked Questions

Visitor Experience Exchange

Who should consider this Learning Exchange?

Senior leaders and rising professionals across tourism, hospitality, culture, sports, events, placemaking, and related sectors who are shaping the future of destination performance and the visitor experience.

Is this Program Olympic-focused?

No. While the exchange includes time in Lausanne, the program context as one lens with a broader vocus on destination excellence, hospitality, training, and experience design.

Am I able to bring a guest?

Yes. A guest delegate option is available with a parallel curated experience. Guest delegate pricing is based on shared accommodations.

What is included in the price?

Accommodations, meals, program activities, site visits, and ground transportation. Airport transfers are only included based on recommended flight arrival and departure flights.

What about payment options?

Yes. Flexible payment options will be available online.

When will details be finalized?

Programming elements are being confirmed and may evolve as partnerships and logistics are finalized. The schedule is subject to change

What’s the deadline for participation?

Registration interest must be submitted by February 16, 2026. Payment for confirmed participants is due by February 20. Flexible payment options are available, provided all payments are completed by the final deadline.

What’s the cancellation policy?

Cancellation and Transfer Policy

· All payments are non-refundable.

· However, participation may be transferred to another individual with prior written approval by Visit Salt Lake. VSL reserves sole discretion in approving transfers and may deny any transfer it deems inappropriate.

· Any such transfer request must be received no later than 30 days prior to departure.

Read Full Terms & Conditions

Who can I talk to if I have more questions about the program?

For any additional questions, please reach out to Anton Eckert at traveltrade@visitsaltlake.com

Contact Us for interest or more information