FN ISI Export Format VR 1.0 PT J TI How to acquire new customers from Switzerland for China tours AF Iten, Laura AU Iten, L AB “go to asia” is a Swiss tour operator offering miscellaneous tours in different Asian countries. While countries such as Japan arouse great interest among Swiss travellers, tours to China are less popular. The aim of this Bachelor Thesis is to find the reasons by getting an insight into the mindset of Swiss travellers and as a conclusion, to define their needs and wants for an organized China tour. Since Swiss travellers is quite a broad target group, the thesis focuses on Best Agers living in Switzerland. They are an upcoming customer segment offering a huge potential for the tourism industry. Thus, being aware of their preferences could generate a competitive advantage. The Bachelor Thesis provides recommendations to attract more potential customers, such as Best Agers, for China tours. The research questions are being answered with the help of a questionnaire, a profound literature review as well as through the findings of benchmarking. ER