Canton of Lucerne wants to expand tourism marketing

Tourism is to be promoted more broadly in the canton of Lucerne. The cantonal government is proposing an increase in the accommodation tax from 50 centimes per overnight stay to 1.10 francs. This would mean that CHF 2.5 million would now be available annually for promotional measures instead of CHF 1.2 million.

These and other amendments to the Tourism Act were submitted for consultation by the cantonal government on Friday. This was prompted by the new cantonal tourism model and the demands of the Cantonal Council.

Today, the accommodation tax is used to finance tourism marketing. According to the government council's consultation report, the development of the new tourism mission statement has shown that an expanded promotion of tourism is desirable.

Traditional marketing, which addresses guests directly, is to be replaced by holistic promotion. Examples cited include the development of a climate-friendly offer or taking into account the needs of locals, as well as networking and digital transformation.

Expensive digitization

It is pointed out that digitalization, for example, is expensive and time-consuming. At the same time, the tourism industry is made up of many small companies. However, it is important that everyone, and not just the large companies, can drive digitalization forward.

In principle, the tourism organizations should remain responsible for promoting tourism. However, the canton should now also be able to use the money collected through the accommodation tax directly.

The Government Council also wants to make the collection of the accommodation tax more efficient. As this is based on the guest registration system, it is to be digitalized. In the canton of Lucerne, hotels and other accommodation establishments are obliged to keep a truthful record of their domestic and foreign guests.

Taxable couchsurfing

Anyone who hosts guests in return for money or a service of monetary value must pay the accommodation tax. The law should be clarified so that it is clear that new forms of accommodation, such as those initiated by Airbnb - such as couchsurfing, renting out one's own home to tourists during vacations or home exchanges - are also subject to the tax.

It is also planned that the municipalities will be given more leeway when levying the tourist tax. This mainly concerns the flat-rate visitor's tax. The tourist tax is used to finance tourist facilities. (SDA)