Shi Dixuan appointed Director of Greater China for Switzerland Tourism

On November 11, 2026, Pinchain Tourism reported that Shi Dixuan (Adrian Schmied) has served as Director of Greater China for Switzerland Tourism since November 1, 2026, responsible for the teams and work of the four offices in Beijing, Shanghai, Hong Kong and Taipei. The report said that in 2025 the Greater China market contributed a cumulative total of about 1.2 million hotel room nights, making it Switzerland's sixth-largest international source market; Chinese tourists spend an average of 350 Swiss francs per day, nearly twice the 187 Swiss francs of ordinary tourists. Shi Dixuan previously worked at Jungfraubahn for seven years, where he served as Greater China Sales Manager and Sales Director. The appointment is currently in effect, and there are no follow-up reports on further developments.