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.

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

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

Destination development, marketing of the Lucerne – Lake Lucerne Region, project management, MICE/business tourism, customer care.

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

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.

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

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.

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

Martin Bütikofer
Chair
Director Swiss Museum of Transport

René Kamer
Deputy Chair
Entrepreneur

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
Businessman

LTAG currently employs around 60 people (40 full-time equivalents) and is divided into the following five core areas: Marketing & Sales, Corporate Communications & PR, Lucerne Convention Bureau (LCB), Digitalisation, 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

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