Abstract
The paper presents an exploratory research focused on the themes concerning Chinese Outbound Tourism to Switzerland in the period from January 2019 to June 2020 including the Covid-19 outbreak. It analyses news media articles from Swiss-German print media covering tourism coming from China, including a visit by 12’000 Chinese travelers – an event extensively covered within Switzerland due to its exceptional number – up to recent times in which non-European tourists are almost absent from the country. The research aims at identifying the main themes being voiced in newspaper articles. It also tackles the themes mentioned in user-generated comments on Facebook on the same articles.