The School of Business of the University of Applied Sciences and Arts Northwestern Switzerland located in Olten has been hosting Chinese delegations for many years. Olten has become more interesting for Chinese executives not only educationally but also economically because of different cooperation between the university and Chinese partners. Olten Tourism has started its business professionally and has become an important partner for the university. Furthermore, it sees great potential to increase the overnight stays of Chinese tourists and therefore launched its own Weibo website.

The wants and interests analyses are based on a qualitative and quantitative survey and personal interviews. The results are evaluated in combination with existing literature about travelling behaviour and interests of Chinese tourists and statements of interviewees with great experiences of the Chinese tourist market. In addition, the environmental scanning of both countries, China and Switzerland are conducted. Finally, recommendations and possible packages are provided based on the survey results.

In general, the results show that Olten as a Swiss location is not well known in China. Nevertheless, those who have already travelled to Olten experienced their stays as pleasant and appreciated the regional area with its beautiful nature. Although the survey resulted in some negative feedbacks Olten has still potential to increase its overnight stays of Chinese tourists by adapting aspects such as improving the service at the hotels, distributing ‘How to deal with Chinese customers’ leaflets, and adjusted websites. One of the major considerations is to find a Chinese partner and to build up cooperation to attract Chinese tourists travelling to Switzerland. Additionally, Olten Tourism could emerge a niche market and offer packages to railways fans as the intersection of the Swiss Railways and the beginning of the era Swiss Railways.