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, core message and claim

The uniqueness of the Lucerne brand lies in the combination of the historic Old Town with the lake and mountain experience as well as the high-quality diversity of products and services: "The City. The Lake. The Mountains." The Lucerne – Lake Lucerne destination aims to embody the essence of Switzerland.

Strategy and strategic goals

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. LTAG and its partners pursue a "premium" quality strategy. In furtherance of this, "Best of Class" is the leitmotif of all its business activities.

The strategic goals:

  • Strengthening the Lucerne brand, positioning it as a "premium" tourism destination
  • Strengthening destination development and cooperation management
  • Strengthening the organisation, first-class guest care, developing the online marketing activities
  • Developing the Lucerne – Lake Lucerne tourism destination
  • Improving the utilisation of winter capacities in the city of Lucerne
  • Promoting hospitality, service quality, intercultural competence, sustainability

Five strategic business areas

City experience, mountain and nature experience, premium business events, wellness and wellbeing experience, active recreation and lifestyle

Target markets

Priority markets: Switzerland, North America, Germany, United Kingdom, China
Active and developing markets: India, South Korea, Gulf States, Australia, Italy, Russia, Poland, Czech Republic, Netherlands,
Brazil, Southeast Asia, Nordic countries
Reactive markets: Austria, Spain, France, Japan

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, Germany and the USA (2019). By the end of the current year, a decline of around 60% is expected for the city of Lucerne. A decrease in overnight stays is also expected for the region, but at a lower rate than in the city. Value creation through tourism in Canton Lucerne (value creation study 2015):

  • CHF 1,004 billion direct gross added value through tourism
  • 12,868 beds in 188 hotels
  • 11,239 full-time employees in tourism
  • 12 million day visitors in Canton Lucerne, of which 10 million from Switzerland
  • Increase in tourism-related added value since 2005: 19 percent
  • CHF 140 to 450 daily outgoings per overnight stay in the hotel sector and CHF 80 to 120 in the related sectors


LTAG has chosen the joint stock corporation as its legal form. 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
Andermatt Swiss Alps AG, Bucherer AG, Bürgenstock Hotels & Resorts, Casagrande AG, Embassy Lucerne, Grand Casino Luzern AG, Gübelin AG

Rank-and-file shareholders
Bergbahnen Engelberg-Trübsee-Titlis AG, Confiseur Bachmann AG, Engelberger Druck AG, Brauerei Eichhof AG, KKL Luzern Management AG, Korporation Kerns/Sportbahnen Melchsee-Frutt, Lucerne Festival, Luzerner Kantonalbank, 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

René Kamer
Deputy Chair

Franziska Bitzi Staub
City Councillor
Finance Director, City of Lucerne

Patric Graber
Director Hotel Waldstätterhof, Luzern

Mischa Hasler
Chair Weggis Vitznau Rigi Tourism

Patrik König
CEO Embassy Group Lucerne

Jessica Ternes
General Manager AMERON Luzern Hotel Flora

Roland Zeller


LTAG currently employs around 62 people (43 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

Management Board

Marcel Perren, Tourism Director
Regina Waldis, Administrative Director, Deputy Director
Stefanie Christen, Head Tourist Information
Marco Zemp, Director Marketing & Sales

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