Travel media brand LOST iN has partnered with Switzerland Tourism to publish its first country-focused print guide, marking a shift from the city guides that have defined the brand since 2014, the company said on June 3. LOST iN Switzerland went on sale the same day on lostin.com and in hundreds of retailers worldwide.
The guide is the 30th issue in the LOST iN series and the first to cover an entire nation rather than a single city. It maps Switzerland region by region and season by season, taking in Zurich’s galleries, the car-free resort of Zermatt, the Italian-speaking canton of Ticino and the Alpine traditions of Valais.
It carries interviews with Swiss cultural figures including three-Michelin-star chef Andreas Caminada, photographer Philipp Mueller, whose archive documents Zurich’s nightlife, and winemaker and writer Chandra Kurt, an authority on Swiss wine.
The partnership pairs LOST iN’s track record in premium travel storytelling with Switzerland Tourism’s remit to draw visitors to the country. The guide opens with the line “Switzerland will exceed your expectations, but only if you dare to expect more.”
Alessandra Thüring, head of campaigning and activation for North America at Switzerland Tourism, said the brand wanted to reach a particular kind of traveller.
“Switzerland is a destination that genuinely rewards curiosity — there’s always more beneath the surface. Partnering with LOST iN allows us to speak to an audience of passionate, adventurous travellers who are exactly the kind of people that will fall in love with everything Switzerland has to offer,” Thüring said.
LOST iN founder and chief executive Jonathan Skogmo said Switzerland offered more than its familiar associations.
“Switzerland is not just incredible cheese and chocolate — it’s also rich culture, gorgeous mountains, beautiful lakes, vibrant cities, and quaint villages,” Skogmo said.
Alongside the guide, LOST iN is releasing a series of 12 videos across its social channels aimed at Millennial and Gen-Z travellers. LOST iN has published award-winning guidebooks since 2014 and works across video, audio, editorial and social platforms.
Why it matters for the trade
The tie-up is a destination marketing play dressed as editorial. For Switzerland Tourism, a co-published guide buys access to LOST iN’s culturally minded, design-led audience without the disclosure friction of straight advertising, and the 12-video social rollout extends that reach to the younger travellers national tourism bodies most want and least easily reach.
For the trade, the shift from city guides to a whole-country format is the signal worth noting. It points to tourism boards funding long-form editorial as a way to disperse demand beyond headline destinations, steering travellers towards regions like Ticino and Valais rather than the established Zurich-Zermatt circuit. Operators building Swiss itineraries now have a curated, board-backed source pointing the same way.