Switzerland Tourism launches its 100% Women initiative for 2023

eMTB Tour Rellerli Bike 890, Hugeli Trail
By Amy Shapiro


Switzerland Tourism’s 100% Women initiative, now in its third year, aims to provide more opportunities for women in outdoor sports and inspire them to get involved in new sporting pursuits.

Previously focusing on hiking and mountaineering, 2023 has been announced as the year it focuses on promoting cycling to a female audience. On 8 March, International Women’s Day, Switzerland Tourism will launch over 50 new female-only cycling packages for 2023 in partnership with key Swiss tourism partners.

These packages will be published on the 100% Women’s Travel Hub and will include beginner cyclist, training, cycle and flop, e-biking, technical and racing packages, which can either last one day or multiple days. All these packages will be bookable immediately and will take place over the Swiss cycling season, which begins in spring.

The 100% Women initiative is also being supported by cycling industry leaders, Swiss Cycling, the National Cycling Federation, bicycle brand BMC and outdoor activity platform Komoot. Outdoor enthusiasts can select, plan, and share new adventures using a simple route planner and ‘collections’.

According to a study by the Swiss Federal Office for the Environment, Transport, Energy and Communications, cycling tourism in Switzerland generated annual sales of three billion Swiss francs in 2021. With more and more women wanting to experience sporting adventures in nature, Switzerland Tourism intends to tap into the great potential of active and aspiring female cyclists.

The 100% Women initiative will showcase Switzerland’s diversity as a national and international cycling destination, demonstrating the accessibility and appeal of its many roads and trails, whether for road cycling, mountain biking, gravel biking or e-biking.

In 2021 and 2022, Switzerland Tourism has not only succeeded in getting women excited about mountain sports with its 100% Women initiative, Peak Challenge and creating a world record for the longest female rope team but has also encouraged tour operators to develop female-only packages. This has strengthened the position of Switzerland as a holiday destination for women.

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