Prima Ferien launched in the Swiss market in early 2026 as a new tour operator for round trips and group travel. According to Swiss managing director Robert “Röbi” Eschmann, the company entered the sector without a pre-existing market presence.
Vienna Backing and Swiss Independence
Operational support comes from the Vienna headquarters, where Eschmann communicates daily with executives Dominik Sengwein and Gottfried Winkler. Despite this central management, the company aims to build a distinct Swiss identity. The product catalog has been adapted linguistically and includes departures from Zurich. Sengwein emphasized that the firm seeks to be a “Swiss tour operator with its own soul and identification.” Mixed groups of Swiss and Austrian guests remain possible if minimum numbers are not met in a single market.
The business relies on a step-by-step approach to new offers. Winkler explained that concepts are tested before being expanded. This strategy allows the company to test potential offerings in Scotland and Ireland, as well as extensions to Scandinavian trips, before a new catalog arrives in November.
Swiss Product Adaptation and Future Expansion
The company plans to launch a new Swiss catalog in November. They are testing additional car rental tours in Scotland and Ireland. Expansion includes trips through Sardinia and southern England. They also consider possible long-haul offers in Asia.
Market Position and Product Strategy
Eschmann acknowledged that competitors did not wait for the arrival of the new operator. “No one was waiting for us,” he stated, noting that the company entered the market with competitive pricing in the mid-range sector. These prices are made possible by combined purchasing volume for Switzerland and Austria.
While guided group tours are somewhat less popular in Switzerland than in Austria, the operator finds success with individualized options like car rental tours. These tend to perform well in Scandinavia and Iceland. For traditional bus tours, the operator addresses the perception that such trips are exclusively for older demographics. Sengwein and Winkler countered that modern group tours feature smaller sizes, active elements, and planned leisure time. They argued that the luxury of being chauffeured allows travelers to fully enjoy the scenery.