Something has changed at BaselSwitzerland, like many other European cities, was hit by the Covid-19 crisis. The Swiss metropolis is renowned for its research and chemicals cluster, for the presence of major financial institutions such as the Bank for International Settlements and for its its trade fair and conference business. The Swiss city is home to an average of thirty or so annual trade fairs. In 2019, they attracted more than 743,000 visitors, many of them Swiss.
But this segment has been undermined by the pandemicThe Covid, for example, caused the cancellation of BaselWorld... Covid caused the cancellation of BaselWorld...
Something has changed at BaselSwitzerland, like many other European cities, was hit by the Covid-19 crisis. The Swiss metropolis is renowned for its research and chemicals cluster, for the presence of major financial institutions such as the Bank for International Settlements and for its its trade fair and conference business. The Swiss city is home to an average of thirty or so annual trade fairs. In 2019, they attracted more than 743,000 visitors, many of them Swiss.
But this segment has been undermined by the pandemicIn particular, the most important annual events have been cancelled. Covid has led to the cancellation of BaselWorld, dedicated to watchmaking and jewellery (81,000 visitors in 2019); Art Basel, Europe's leading contemporary art fair (90,000 visitors); and SwissBau, one of the biggest construction fairs, a bi-annual event (95,000 visitors).
MICE in slow motion
Many of these events will be repeated at the end of the year and in 2022.. But they are unlikely to attract as many visitors as they did before the crisis. A factor that will require the tourism sector to reposition the city's image.
According to Stefan Bonsels, Sales Director, Basel Convention Bureauthe business travel represented around 35% of the 758,000 visitors expected in 2019, including 472,000 from abroad. However, many of them are expected to be unavailable in the short term. " We believe that MICE travel will make a comeback as people want to meet again. However, we believe that hybrid events will dominate the industry as long-haul markets will be less active than 'local' markets. The companies will also reduce the number of MICE participants to send to an event, not only because of reduced travel budgets, but because of increased awareness of environmentally friendly behaviour within companies" explains Stefan Bonsels.
The Convention Bureau is also working to attract operations MICE more environmentally friendlyt. " For example, we are highlighting the range of vegan menus to reduce the CO2 impact of catering services. We also offer free public transport delegates booking at city hotels. We also encourage the use of the train whenever possible.says the Sales Director. The Basel tourism authorities have signed a special pre-carriage tariff agreement with Deutsche Bahn. They are addressed to delegates at a congress or trade fair. The Convention Bureau would like to set up a similar process with the Swiss SBB and the SNCF...
To support business tourism, Basel's tourist office wants to appeal to the leisure segment. The city has just launched its new slogan "This is Baselwhich replaces the two-decade-old slogan "Basel. Culture unlimited". "We have high hopes for this repositioning, which should bring a new dynamism to our tourism industry, particularly by targeting the 30-45 age group, who are looking for a more authentic experience." says Stefan Bonsels.
New hotels modernise Basel's image
The "bleisure" aspect would therefore encourage this generation of "Millenials" to extend their stay in Switzerland's third-largest metropolis. Especially asa series of new hotels has helped to renew an ageing hotel stock.
There is a half a dozen establishments opened since last year. Among them, the B&B Hotel Basel and the Silo Hostel Baselin the 3 and 2 star categories. The second of these is proud to be the Switzerland's only "Boutique Hostel. While business travellers will certainly feel constrained in a dormitory, there is a floor reserved for comfortable single rooms.
In the town centre, the former brasserie Volkshaus now has its own design hotel. The hotel offers 45 luxury rooms, some of which are suites with panoramic views over the roofs of Basel. The furniture was designed by Herzog & de Meuron, a world-renowned architectural firm (they are in charge of the Triangle Tower project in Paris, for example) and originally from... Basel. In the same design spirit, the Art House Basel welcomes lovers of contemporary art and minimalism in 33 rooms and suites.
Another 4-star boutique hotel opened this summer, the Märthof near the town hall, has installed 68 rooms in an old building with 1900 architecture. The big event this September was the opening of the Mövenpick Hotel Basel. The hotel, owned by the Accor group, was built on the site of the former Hilton, which was demolished 5 years ago. A modern 19-storey building makes it the largest hotel in the city, with 234 rooms and 30 suites.
For Accor, the Mövenpick compensates for the closure of Swissotel, a brand also belonging to the group. The establishment, located right next to the congress centre, is somewhat dated. But according to Stefan Bonsels, a buyer has already come forward. In principle, it could be the Marriott…
