Thurgau Tourism: New strategy and change of leadership on Lake Constance!

Thurgau Tourism: New strategy and change of leadership on Lake Constance!

The 106th annual meeting of Thurgau Tourism took place on Monday evening in the Arbon press plant, which was attended by around 100 members. The annual report and financial statements for 2024 were approved at the event. A central point was the presentation of the new destination strategy for the period 2025 to 2028. This focuses on three theme areas: “Water joy”, “Pleasure for exercise” and “Love of nature”, with the aim of sustainably positioning Thurgau as the leading local recreation region on Lake Constance. That reports Romanshorn lake view.

During the meeting, President Werner Fritschi announced his resignation as of August 2025. Rolf Müller, who has been managing director since 2013, was proposed as his successor and elected with a large majority. Müller emphasized that he would like to find a better balance between commitment and private life. In addition, Adrian Braunwalder, who is currently part of the management team, was proposed as the new manager. The formal election by the new cantonal board is still pending; The handover of the baton is planned for September 1, 2025.

Marketing activities and future projects

Various marketing activities and product developments were also presented during the meeting. These include the Rugelreise, the Wil Heart Loop as an e-bike adventure route and the Hörnli-Bergland project, which serves as a gateway to valuable landscapes. Katja Walser also presented communicative focuses, including the relaunch of the website and the use of artificial intelligence for tailored recommendations to guests.

Grand Council President Peter Bühler was also present at the event, who praised the diversity of Thurgau's tourism regions. District Council President Walter Schönholzer emphasized the central role of tourism in the canton, even if it is faced with challenges. The planned projects include a lakeside hotel in Romanshorn and a Reka holiday village in Kreuzlingen.

Development of Thurgau tourism

In recent years, Thurgau Tourism has developed into a destination management organization (DMO) for the Thurgau-Bodensee holiday region. Rolf Müller, who has led the company for 10 years, reported on the “DMO 2023” project, which has been implemented since 2019. This project includes the management of tourism information points in Arbon, Kreuzlingen and Frauenfeld as well as the development of offers in the regions. The aim is to identify and serve the needs of members and guests more quickly Thurgauer newspaper highlights.

During the summer season, Thurgau Tourism is now available seven days a week. However, financing is challenging because there is no legal basis for tourism and contributions are predominantly voluntary. The canton will make 1.2 million francs available annually for the planning period 2021 to 2024, provided the Grand Council approves this. In addition, the communities make voluntary contributions based on size and importance to tourism, with a target value of 390,000 francs.

Currently 76 of 80 Thurgau communities are members of Thurgau Tourism. The accommodation providers also pay voluntary contributions per overnight stay, with 1.50 francs for the hotel industry and 0.80 francs for the non-hotel industry. In 2022, tourism service providers made around 400,000 francs in contributions. Once the DMO project is completed, contributions of 430,000 francs are expected annually.