Resetting Switzerland: 24 hours that changed the question

I didn’t expect to reset my thinking about Switzerland in 24 hours - but that’s exactly what happened when I attended the Swiss MICE Retreat.

I arrived in Henley-on-Thames to a scene that felt almost staged: blue skies, the Thames glinting, and that quintessential charm the town does so well. The Relais Henley set the tone immediately - intimate, historic, and entirely ours for the next 24 hours.

Organised by the Switzerland Convention Bureau and Moulden Marketing, this wasn’t an overly choreographed showcase - more like a pause, with time to talk properly with people who live and breathe the destination.

Lunch in the suntrap courtyard of the Relais slid straight into an unexpected, yet extremely welcome, detour: a classic red London bus pulling up like we were on a film set.

Clambering aboard, we were whisked the short hop to Hundred Hills Vineyard. Out among the vines, just starting to bud, Louis our guide walked us through the craft behind the wines.

Hundred Hills produces mainly sparkling wines, which made for a delightful tasting on a sunny day, paired with delicious Swiss cheeses. And then a curveball: Swiss wines in the tasting lineup too. It’s not something you might associate with Switzerland, but don’t be fooled; just like England, the country’s wine is on the rise and can hold its own with the best.

Over dinner, I moderated a think tank where we explored the reasons for choosing the country for our events – and why we aren’t choosing it more often.

We agreed Switzerland’s main barrier is its perception as an expensive destination. But our key speakers, Holly Hull of Corporate Peaks and Neill Hendry of Chill Out, suggested that we might be asking the wrong question. Instead of “what does it cost?”, it should be “what does it deliver?”

Switzerland, as it turns out, is less about extravagance and more about certainty. Things work. Standards are high across the board. Risk, be it operational, reputational, or logistical, is lower.

There was also an admission from buyers that lack of familiarity is holding Switzerland back. But once people understand it properly - the infrastructure, the accessibility, the consistency - it stops feeling like a stretch option.

The conversations continued over the stunning three course meal and long into the night as the hotel bar became an extension of the debate.

The next morning we were up bright and early to meet former Team GB Olympic rower Toby Garbett. He took us through a pre-breakfast session on performance, resilience, and how elite sport thinking translates into business.

Then it was into one-to-one meetings, focused conversations before everyone scattered back to reality. And that was it. 24 hours, done.

I was left with the feeling that Switzerland doesn’t need to try to be the loudest option in the room. It’s much better to be one that delivers consistently, and with a level of assurance that’s becoming harder to find elsewhere.