What does it take to recreate the Swiss spirit more than 10,000km from the Alps? For Switzerland Tourism, the answer involved immersive storytelling, painstaking planning – and six cows that unexpectedly stole the spotlight.
As preparations began for Switzerland Travel Experience (STE) Southeast Asia 2026, the national tourism organisation wanted to move beyond a traditional buyer-seller trade event to create an experience that would immerse buyers in the country’s living traditions and demonstrate Switzerland’s positioning as a sustainable, year-round destination.
The key moo-ves
Working alongside execution partner Aavii Worldwide, Switzerland Tourism designed the programme around the theme of Living Traditions when STE took place in Indonesia’s Bandung from 27 April to 1 May 2026, bringing together 44 Swiss tourism suppliers and 90 travel and MICE buyers from Singapore, Malaysia, Indonesia, Thailand and the Philippines.
Rather than returning to familiar destinations such as Bali after previous editions in Cebu and Phuket, Batist Pilet, Switzerland Tourism’s director of Southeast Asia said Indonesia’s highland city of Bandung was selected to reinforce a key message that Switzerland itself has been championing: encouraging travellers to discover hidden gems in the country.
The journey itself became part of the narrative. Delegates arrived in Jakarta before boarding the Whoosh high-speed rail service to Bandung, mirroring Switzerland’s emphasis on seamless public transportation and sustainable mobility.
Switzerland Tourism designed the programme around the theme of Living Traditions>Upon arrival at Gaia Hotel Bandung, a five-star lifestyle resort nestled amid the highlands, delegates were welcomed by Swiss alphorn musicians, while the B2B workshop environment was transformed into Swiss barn setting, complete with hay bales, pitched-roof structures and alpine-inspired design cues.
The showstoppers
While business meetings remained the core purpose of STE Southeast Asia, the organisers focused heavily on creating emotional moments outside the show floor.
For one night, that centuries-old tradition of Switzerland came to life in Bandung. Inspired by Alpabzug, Switzerland’s iconic cow parade where decorated cattle descend from the mountains at the end of summer, six cows from Koperasi Peternakan Bandung Selatan adorned with traditional bells and adornments took part in a horeographed procession.
The cows quickly became the event’s unexpected celebrities, drawing delegates for constant photos.
Meanwhile, Swiss tourism partners, dressed in regional costumes, showcased traditions from different regions and seasons, including the origins of Swiss cheesemaking, using the story of how Alpine communities preserved milk in remote mountain environments as a cultural thread connecting the evening’s experiences.
Herding the details
Behind the scenes, the event demanded more than just creative vision, explained Francis Cheong, group CEO of Aavii Worldwide.
The involvement of live animals in the programme introduced an entirely new layer of operational complexity. The cows had to be safely transported to the venue, while veterinary expertise was arranged throughout the programme. They also underwent a week-long acclimatisation period to become accustomed to wearing traditional Swiss bells, reducing the likelihood that unfamiliar sounds would cause distress during the procession.
Risk management remained a priority throughout, said Pilet, and the organisers were prepared to cancel the parade at any moment if animal welfare or safety became a concern.
Outcome and takeaways
Participants at STE experienced a highly emotional, memorable concept event that wasn’t “just another networking dinner”, said Pilet.
Organisers focused heavily on creating emotional moments outside the show floor.More importantly, the event reinforced Switzerland Tourism’s broader objective of positioning the destination as a place where travellers stay longer, engage more deeply with local culture and venture beyond traditional tourism hotspots.
Moreover, the event also aligned with a broader diplomatic milestone: the 75th anniversary of Switzerland-Indonesia bilateral relations.
Organisers incorporated elements that highlighted ongoing Swiss-Indonesian collaboration, including the Swiss-supported project Koperasi Peternakan Bandung Selatan – where the cows were sourced from – focused on digitalising milk collection processes for local dairy farmers.
Students from Sekolah Tinggi Pariwisata Bandung (NHI) hosted a special cookout, helping delegates recreate Swiss recipes and further strengthening local engagement.
“This is the most Swiss-infused activity that we’ve done, despite not being in Switzerland,” added Cheong. “The destination is only the opening scene. The real craft lives in the unseen – the mapping, planning, logistics, and more importantly the co-creating, and shaping experiences with our client long before the first guest arrives.”
This article was originally published in M&C Asia Jul - Sep 2026.