SwitzerlandMobility Strategy 2025+: a bold step forward

SwitzerlandMobility has been the official non-motorised transport network for leisure and tourism in Switzerland since 2008, and is the National EuroVelo Coordination Centre for Switzerland and Liechtenstein. The Foundation has recently launched its most comprehensive strategy to date and we interviewed one of the people behind it.

SwitzerlandMobility recently released a new strategy. What has changed?

Lukas Stadtherr (LS): Our strategy encompasses all three pillars of our work: business-to-government (collaborating with regional and ministry partners), business-to-business (working with service providers), and business-to-consumer (mainly our digital platform and app).

However, this time, we have placed a special focus on the consumer side – an important part of our new measures is aimed specifically at users.

This is the most thorough strategy revision since SwitzerlandMobility was founded in 2008. We involved our entire team of 22, as well as external experts and partners such as ministries, regions and partners from the tourism and public transport sectors.

The result is a strategy that is not just better, but more inclusive and forward-thinking.

The key changes are:

• Routes: We are improving quality across all mobility forms, above all, hiking, cycling, and mountain biking. Instead of only highlighting the best routes, we’ll communicate the entire network, including leisure, tourism, and daily use.
• Digital platform: Our unique selling point is top-quality content that no one else offers. We are investing in AI to personalise information and make our platform even more user-friendly.
• Business-to-business: We are strengthening partnerships with accommodations and service providers, with several concrete measures to boost visibility and collaboration.
• Community and communication: In the past, we thought our product’s quality would speak for itself. Now, we are investing more in communication and community engagement.

What do you see as the main hurdles?

LS: Three major challenges stand out:

1. Funding: Public budgets are tightening, and less investment in routes, communication, and marketing directly impacts cycling tourism.
2. Digital Communication: It’s getting more complex and more expensive. Staying at the cutting edge requires both funding and expertise, especially as technology evolves rapidly.
3. Individual Expectations: Cyclists today want personalised experiences. Meeting diverse needs is a challenge, and it is pushing up costs.

And let’s not forget external factors like climate change, geopolitical instability, and economic crises, all of which can influence tourism trends.

Looking back at SwitzerlandMobility’s history, what are you most proud of?

LS: A few highlights:

• Coordination: Our unique public-private partnership is a constant work in progress, but it’s a model we are proud of.
• Brand unity: All non-motorised traffic – summer and winter – is under one brand and one platform. That’s rare and powerful.
• Stable funding: We’ve moved from project-based funding to stable, long-term contracts with Cantons (Swiss Provinces) and the Swiss Federal Ministry. It’s a big win, especially in today’s budget-conscious climate.

Fun fact: It all started in 1993 with a cycle route network in one Canton. By 1998, we had a national cycle route network, and we have been expanding ever since.

How does Switzerland contribute to EuroVelo?

LS: We are the National EuroVelo Coordination Centre (NECC) for Switzerland and Liechtenstein – the main contact for both national and European partners. Having a single responsible body is efficient, but we need to ensure our work remains visible and valued by all stakeholders.

We have been a historical supporter of EuroVelo, involved in the initiative from its inception, and we continue to coordinate Swiss partners in route quality management, coordination, and promotion, as part of our general tasks on Swiss national cycle routes. We are also focused on enhancing the digital communication of EuroVelo routes to increase their visibility.

What has changed since the federal law on cycle route network planning was adopted two years ago?

LS: This law is a game-changer. For the first time, all Cantons must plan cycle route networks – not just for daily mobility, but also for leisure, tourism and mountain biking. Some Cantons were already ahead, but for others, this is new territory. We are closely monitoring progress and helping to push things forward. SwitzerlandMobility was asked to provide expertise to the Cantons and is also benefitting from Federal Ministry funding to support the implementation of the new law.

Where do you look for inspiration outside Switzerland?

LS: We admire the ambition of neighbouring countries like Austria, France, and the Netherlands, especially for cycling tourism. The cycling infrastructure from Denmark and the Netherlands is a real inspiration. On governance, France’s ViaRhôna – EuroVelo 17 route committee shows impressive coordination and ambition in favour of a specific route, something we’d love to see more of in Switzerland.

What’s your advice for countries looking to develop cycling tourism?

LS: Consider three key factors:

1. Secure support from key people or organisations. In Switzerland, it was a government coordinator who championed our cause.
2. Keep your strategy clear, concise, and easy to understand. Our first proposal was just 16 pages, mostly images and graphs, with a clear vision and budget.
3. You need a passionate, operational team that’s always pushing forward. This team should be closely connected to public bodies but independent enough to act entrepreneurially.

And one final thought: SwitzerlandMobility’s journey shows that with the right strategy, coordination, and passion, cycling tourism can thrive, even in the face of challenges. The road ahead is exciting, and the wheels are already in motion.

Interview by Agathe Daudibon

Further reading

SwitzerlandMobility Strategy 2025+: available in French and in German

Guide to plan cycle route networks - National Federal Office for Roads (OFROU): available in French and in German

The history of SwitzerlandMobility: available in French and in German

SwitzerlandMobility website for professionals: available in French and in German