General Information
The Switzerland Travel Mart (STM) is Switzerland’s most important incoming travel trade show and provides a professional platform to showcase the entire range of tourism products and services in Switzerland.
Despite its winter setting, the STM Winter Edition is not limited to winter products. Instead, it showcases Switzerland as a whole. During two workshop days, 125 international buyers and 115 Swiss suppliers will meet on 15-minute pre-scheduled business appointments. The event is organised by Switzerland Tourism in cooperation with Swiss Travel System AG, Swiss International Air Lines, and Interlaken Tourism as the host destination in 2026.
Participants
Suppliers must offer leisure travel products in Switzerland.
Buyers are tour operators who actively sell travel to and within Switzerland.
Pre-convention tours – Jan. 17-19
Before STM 2026 Winter Edition officially begins, participating buyers will have the chance to explore selected Swiss destinations first-hand. The tours provide valuable insights into the attractions, products, and services of regions represented at the event — a unique opportunity to start building meaningful connections in advance. Tour registration opens at the beginning of November.
Destination day – Jan. 20
Kick off your STM 2026 Winter Edition experience with the destination day – your exclusive first touchpoint before the official opening. Buyers and Swiss suppliers are invited to discover the magic of Interlaken and its surroundings during a full day of curated winter excursions and activities, hosted by the destination. Registration opens by beginning of November.
Business appointments – Jan. 21-22
A system of 15-minute scheduled meetings enables participants to connect with multiple business partners over the two workshop days. Prior to the event, all participants will have access to an online networking tool to manage and book appointments according to their preferences. This platform will be available from beginning of December.
Destination evening – Jan. 21
Look forward to an unforgettable destination evening in Interlaken. Between mountains and lakes, an atmospheric evening of inspiring encounters, Swiss delicacies and stimulating conversation awaits you. Exchange ideas with industry colleagues in a relaxed, wintry atmosphere.
Registered Swiss suppliers are invited to apply to host a pre-convention tour and present their region to an international audience.