About Lucerne Tourism

Luzern Tourismus AG (LTAG) is the competence centre for the positioning, market development, public relations and guest care of numerous partners delivering first-class services for the Lucerne – Lake Lucerne Region.

Facts & figures


LTAG’s sphere of responsibility is devoted to ensuring the excellence, authenticity and sustainability of the region's tourism products and services. Tourism is one of the main economic sectors of the Lake Lucerne Region. Hence, LTAG puts the prominence and positioning of the brand at the service of the regional economy in the defined markets. Brand positioning, brand management and brand management are among LTAG's core tasks.

Vision and core message

LTAG’s strategic orientation is based on a vision of the future which is as follows: The Lucerne – Lake Lucerne destination is “THE Essence of Switzerland”. The strategic vision for the future is based on the uniqueness of Lucerne with its historic old town, superb lake and mountain experiences, and high-quality assortment of offers from an innovative partnership of service providers.

Lucerne-Lake Lucerne Region

The Lucerne-Lake Lucerne Region consists of the five cantons of Lucerne, Schwyz, Uri, Obwalden and Nidwalden with Lake Lucerne as its linking element.

Strategy and strategic goals

LTAG and its partners pursue a "premium" quality strategy. In furtherance of this, "Best of Class" is the leitmotif of all its business activities. LTAG develops, maintains and positions the image of the Lucerne – Lake Lucerne region with the aim of promoting the brand as a high-quality and sought-after tourism region. Successful brand management contributes to strengthening and making the Lucerne – Lake Lucerne brand unique. The following aspects are key to the strategic implementation: experience, quality awareness, professionalism, foresight and commitment.

The strategic goals:

  • Destination development
  • Digital leadership
  • Offer and product development
  • Driving tourism value creation
  • Promoting tourism sustainability
  • Enhancing the image of the tourism industry

Five strategic business areas

Destination development (management of the Lucerne DMO, Weggis Vitznau Rigi Tourismus (WVRT), ZVDK performance agreement)
Marketing of the Lucerne – Lake Lucerne Region (international marketing)
Project management (offers/products incl. coordination, NRP/Innotour projects)
MICE/business tourism (basic activities of the Lake Lucerne Region)
Customer care (physical guest information, sale of goods and services)

Target markets

Priority markets: Switzerland, Germany, United Kingdom, North America, China
Active and developing markets: India, Korea, Gulf States, Australia, Italy, Russia, Benelux, Brazil, Southeast Asia
Reactive markets: France, Spain, Nordic countries, Japan, Austria, Eastern Europe

Tourism key figures

The city of Lucerne registers around 1.3 million overnight stays per year in the hotel sector (2019: 1‘382‘980). The overall region around 3.9 million (2019: 3‘912‘377). The strongest source markets for the city are Switzerland, followed by the USA as well as China and Germany; for the overall region they are Switzerland followed by China, the USA and Germany (2019).

In 2020, the Covid-19 pandemic caused a decline in overnight stays compared to the previous year of around 65 percent in the city of Lucerne and 45 percent in the Lucerne – Lake Lucerne region as a whole. The value added by tourism in Canton Lucerne was down by around 60 percent, and by around 75 percent in the city of Lucerne. However, the compensation offered for short-time working did much to mitigate the loss of jobs in the tourism sector, which was 6 percent in the canton and 7 percent in the city. By 2022, the number of overnight stays had already recovered significantly: In the city of Lucerne, 77.5 per cent (1,099,435 overnight stays) more guests stayed overnight than in the previous year, and in the region 29.2 per cent (3,500,246 overnight stays) more overnight stays were recorded.

Value creation through tourism in Canton Lucerne (data based on 2019):

  • CHF 1.037 billion direct gross added value through tourism
  • 13,417 beds in 198 hotels
  • 10,100 full-time employees in tourism
  • 12.6 million day visitors in Canton Lucerne, of which 7.3 million in the city of Lucerne
  • CHF 110 to 420 daily outgoings per overnight stay

Most overnight guests come from these markets (figures 2022):

In the city of Lucerne:
1. Switzerland: 35.6 %
2. USA: 19.9 %
3. Germany 7.7 %

In the Lucerne-Lake Lucerne region:
1.Switzerland: 55.2 %
2. Germany: 9.7 %
3. USA: 8.5 %


LTAG has chosen the joint stock corporation as its legal form and has 33 shareholder partners. Two core shareholders each own 50% of the shareholder capital: the trade association representing hotels in Lucerne (LUZERN HOTELS) and Tourismus Forum Luzern (TFL). There are three other collaborative shareholders, eight main shareholders and 21 rank-and-file shareholders. The share capital is CHF 1.3 million in total.

Shareholder partners

Through their engagement, the shareholders demonstrate their interest in a prosperous tourism sector in the Lucerne – Lake Lucerne Region. With their annual shareholder contribution, they support marketing activities and promotions aimed at strengthening the Lucerne brand.

Core shareholders
Lucerne Hotels and Tourism Forum Lucerne (TFL)

Collaborative shareholders
GastroLuzern, City of Lucerne, Weggis Vitznau Rigi Tourism

Main shareholders
Bucherer AG, Bürgenstock Hotels & Resorts, Casagrande AG, Embassy Lucerne, Grand Casino Luzern AG, Gübelin AG

Rank-and-file shareholders
Andermatt-Urserntal Tourismus GmbH, Bergbahnen Engelberg-Trübsee-Titlis AG, Bucher Travel, Confiseur Bachmann AG, Engelberger Druck AG, Brauerei Eichhof AG, KKL Luzern Management AG, Korporation Kerns/Sportbahnen Melchsee-Frutt, Lucerne Festival, Luzerner Kantonalbank, Max Chocolatier, Messe Luzern AG, Pilatus-Bahnen, Rigi Bahnen AG, Schifffahrtsgesellschaft des Vierwaldstättersees (SGV), Stadtkeller Brauerei Luzern AG, Stoosbahnen AG, Tiefgarage Bahnhofplatz AG, UNESCO Biosphere Entlebuch, Swiss Museum of Transport, Trade Association of the City of Lucerne WVL, zb Zentralbahn AG

Board of Directors

Martin Bütikofer
Director Swiss Museum of Transport

Jessica Ternes
Deputy Chair
General Manager AMERON Luzern Hotel Flora

Franziska Bitzi Staub
City Councillor
Finance Director, City of Lucerne

Patric Graber
Director Boutique Hotel Karl Lucerne

Mischa Hasler
Chair Weggis Vitznau Rigi Tourism

Patrik König
CEO Embassy Group Lucerne

Norbert Patt
CEO Mountain railways Engelberg-Trübsee-Titlis AG

Roland Zeller


LTAG currently employs 66 people (46 full-time equivalents) and is divided into the following five core areas:

Marketing & Sales
Corporate Communications & PR
Lucerne Convention Bureau (LCB)
Finance/HR/Quality Management
Tourist Information

Team Lucerne Tourism

ISO certification

Luzern Tourismus AG is certified by certification agency Swiss Safety Center AG for implementing a quality and environmental management system in accordance with ISO 9001:2015 and ISO 14001:2015. This applies to the following areas:

  • Competence centre for tourism marketing
  • Lucerne – Lake Lucerne Destination Management Organisation (DMO)
  • Profiling of the Lucerne brand
  • Tourist Information and guest services in Lucerne and Weggis

Location and contact

Luzern Tourismus AG
Kommunikation & PR
Bahnhofstrasse 3
6002 Luzern
+41 (0)41 227 17 05