Image study: Valais is more well-known than ever before

Valais: mountains, skiing, wine and raclette. These and other associations are evoked by the canton in the south of Switzerland, as the latest image study by Valais/Wallis Promotion (VWP) shows. In order to examine the effects and success of its promotion and communication measures and to explore potentials, VWP conducted a corresponding study together with LINK in each of the years 2014, 2015, 2018 and 2021. For this purpose, objective assessments were obtained on the awareness of the Valais brand and the image of the canton.

Among other things, the study presents a record value in terms of awareness – 63% of respondents know the Valais brand. The region also gained in attractiveness during the corona pandemic. For most guests, the main reason for visiting is relaxation in its various facets: Eating well (for 57%) or simply unwinding (56%) are the strongest reasons for guests to visit Valais. Being active, but not sporty, in the form of leisurely hiking (53%) or panoramic excursions (53%) are also among the top reasons for a majority.

Visit the Valais/Wallis Promotion website to find out more about the study – including perceptions of the Valais as a place to live and work, associations with Valais agricultural products and the economy, or willingness to recommend the Valais as a holiday or live/work destination.

The study at a glance

Method: Online survey via the LINK Panel

Population: 821 language-assimilated persons aged 18-70 living in German- and French-speaking Switzerland

Study period: 08 to 19 December 2021

Photo: ©Valais/Wallis Promotion – Christian Pfammatter