By Tooka Pourgive March 2021

The second biggest city in Switzerland, and the hub of international relations, is Geneva, where large investments are made towards cultural projects. Traditionally, Switzerland is famous for its exquisite chocolate, its sophisticated research facilities, and its greatest asset, the Alps. Geneva is not only host to a multitude of international organizations but is also the centre for hundreds of foreign banks (Ville De Genève).

The main winter activities outside of the ski resorts revolves around art exhibitions, the most notable being Art Genève, springtime attracts large numbers of tourists from around the world to the Geneva Motor Show, and summer is celebrated by the lake side Geneva Festival and its grand 45 minutes fire work show (Fondation Genève Tourisme & Congrès).

Herewith, I present the use of Blue Ocean Strategy (BOS), that is, to suggest ways in which a tourism agency can make a distinction amongst its competitors, in two essential ways: first, through the replacement of traditional transportation with micro-mobility, for tours, and second, through differentiation of proposed attractions.

Geneva-based travel agencies typically hold all year-round tours to the United Nations headquarters (Palais des Nations), to the lake side flower clock and the giant fountain, to chocolate factories, to CERN (the European Organization for Nuclear Research), and to the old town area. Given the international context of Geneva, many foreign travel agencies organize these tours themselves prior to arrival and provide it in their native languages. Moreover, the annual exhibitions, shows and festivals require no tour operators as the city itself has well organized amenities for tourists to enjoy these events.

The use of Blue Ocean Strategy (BOS) will eliminate competitors, given that alternative transportation services will reduce both costs and pollution. Tour operators rely on vans and buses to take their clients around town, but Geneva, contrary to its Motor Show, is an increasingly green city where public transportation covers every corner of the city and a wide range of shops sell and rent bicycles, electric bicycles and electric kick-scooters. In fact, many local people use micro-mobility as it is much quicker to get around town than driving a car. Providing a green alternative transport will enhance the overall tour experience and give clients independence of movement, especially in summer and spring seasons, and also add value to the company by establishing it as eco-friendly. The lake side is a beautiful scenery which should not be visited through a bus window with a stop or two, but a ride taken all around the lake where clients feel the soothing breeze and hear the swans and ducks. Bicycle tracks are also drawn across town, one of which directly goes all the way to the UN headquarters. Partnering with alternative green transportation companies will also cut costs in terms of fuel, and maintenance. Moreover, although Covid-19 vaccine rollout has begun, social distancing regulations will continue to be imposed, and the emanated fears of infection will keep tourists at bay. Offering individualized transport as an alternative is key to safer tours of the city.

Attending large-scale events in enclosed public spaces is another driver for fear, therefore, the Art Geneva show, the Motor Show, and blockbuster cinemas are not currently convenient tourist attractions. The application of BOS is crucial in value creation, through differentiation of the types of attractions offered. Tour operators cover familiar locations which have made Geneva famous internationally, however, they fail to incorporate the true culture of Geneva found in its narrow passages, where undiscovered antique shops, humble, yet outstanding traditional restaurants, independent cinemas, and small-scale art exhibitions are. Tour operators can and should emphasize the more hidden aspects of Geneva which the locals embrace. The promotion of smaller scale art exhibitions, and cinemas which are authentic and culturally diverse will open the views of tourists towards unknown territories, foreign films and arts. Events where very small groups attend, allows for a safe and enjoyable experience.  After all, the beauty of Geneva lies in its multiculturalism, and the freedom which it provides for people of all nationalities to express themselves. Tourism agencies should welcome the cultural differences and their evolution.

The annual events are consistent, in the same place, at the same time, and clients have the same expectations. I have been to the Motor show a few times, years apart, and although some new features are introduced, it is basically the same thing. In contrast, the underground events evolve with ideological changes, and new cultural and artistic paradigms are introduced every time.

To conclude, alternating tourism transportation away from buses, and vans, and towards micro-mobility, will allow tourism agencies to continue profiting financially, and to establish themselves as ecologically conscious. By retrofitting the destination attractions from largescale events, to smaller intimate ones, and from commercially themed, to authentic ones, will create a safe and exclusive experience for visitors. By proposing lesser known yet locally appreciated places such as smaller art exhibitions, independent cinemas and authentic cafes and restaurants, tourism agencies are differentiated from their competitors as they reflect the true culture of Geneva, that of sustainability.