22 Oct Interview with Mathias Ulrich, Managing Director, Liechtenstein Marketing
Why is Liechtenstein an attractive destination for doing business?
Liechtenstein has a strong industrial base. Over 40% of its economy is driven by the goods-producing sector. Global companies such as Hilti and Hilcona have deep roots here and are known for their innovation and entrepreneurship. One key factor in their success is the ability to export goods; while Liechtenstein is a small market, access to the Swiss market provides an important starting point. Our European Economic Area and European Free Trade Association membership ensures seamless access to the European Union and broader European markets. This, combined with a stable government and a politically supportive environment for entrepreneurship, has laid the foundation for the growth of Liechtenstein’s companies.
What is Liechtenstein doing to accommodate the rise in tourists in 2023 and 2024?
We are excited to see the growing number of visitors to the country. This is especially true after the pandemic, which heavily impacted the industry. While 2023 was a record year, Liechtenstein remains a niche destination waiting to be discovered. We encourage visitors to explore our country rather than just pass through; we are committed to sustainable tourism and aim to extend visitors’ stays from two to five nights. A key factor in this success is the Liechtenstein Trail, launched in 2019, which has become particularly popular with US visitors. This unique trail allows travelers to cross the country in four to five days. It starts from the Swiss border, passes through our 11 distinct communities and showcases local cuisine and various cultural experiences. Biking is also an option; visitors using this mode of transportation can explore the country in one to two days. We are optimistic about maintaining this momentum and have several new hotel projects in the pipeline. For example, Flow Hotels will open an accommodation next year in Eschen that offers 120 rooms and caters to groups and individuals.
What cultural landmarks can travelers discover when visiting the country?
Though small, Liechtenstein offers a distinctive cultural tapestry shaped by Alpine traditions, medieval heritage and a unique blend of Swiss and Austrian influences. Its stamps serve as excellent ambassadors; they are often the first introduction people have to the country. The beautiful postal museum in Vaduz showcases our more-than-century-long stamp manufacturing process, including drafts and designs of these small art pieces. Another highlight is the Treasure Chamber of the Principality of Liechtenstein in Vaduz, the only museum of its kind in the Alps. It features exhibits from the Princely House of Liechtenstein and private collectors. It includes a selection of collections and gifts from rulers such as Prince Johann II of Liechtenstein and Holy Roman Emperor Joseph II of Austria. Additionally, the Liechtenstein National Museum offers insights into the country’s history, with a prince chamber displaying the current prince’s lineage and a fascinating natural history collection for younger visitors.
Can you give us an overview of Liechtenstein Marketing and its role in promoting the nation around the world?
Liechtenstein Marketing promotes the principality as an economic hub and a tourism destination. We aim to enhance Liechtenstein’s image abroad and develop sustainable tourism products such as the Liechtenstein Trail. Our campaigns target neighboring countries and the USA to position Liechtenstein as a business hub and tourist attraction. We represented Liechtenstein during our presidency of the European Council in Strasbourg and at international events such as the recent Olympic Games in Paris. These opportunities help us promote Liechtenstein as a worthwhile tourism and business destination. We also have a strong partnership with Switzerland Tourism; close collaboration with our partners helps us support each other. We meet with media and trade representatives in the USA and participate in marketing campaigns. We aim to raise Liechtenstein’s profile and ensure it becomes a must-visit destination for Americans traveling to Europe.
What key priorities do you have as a critical promotional leader for Liechtenstein?
We need to examine Liechtenstein from multiple perspectives. Economically, we must promote the country as a business hub and attract new talent. We have a low 1.6% unemployment rate and more jobs than our 43,000 inhabitants. We must engage with other markets to sustain our economy and showcase our local expertise. Another key priority is sustainability, which requires a long-term mindset. As managing director of Liechtenstein Marketing, I aim to raise awareness among our tourism partners about sustainable practices. Given Liechtenstein’s small size, I also want to make public transportation more accessible to encourage tourists to explore the country by bus rather than by car. Finally, digitalization is essential in today’s world. We aim to leverage advancements such as artificial intelligence to streamline customer journeys and enhance access to information and services for visitors. We hope to achieve this in the coming years. Liechtenstein is a hidden gem in the heart of the Alps that deserves a spot on every traveler’s European bucket list. We look forward to welcoming you and showcasing our beautiful country. We hope to say “hoi” soon!