Oliver Weibel reflects on his travel industry background, career highlights and memorable adventures like riding a Harley down Route 66 to Las Vegas
Tell us a little bit about yourself and how long you’ve been in the travel industry?
I was born and raised in the northeastern part of Switzerland, in Tübach, a small village with 1,200 people — and discovered my love for travel early on. My parents both worked full time, so while we had little time together during the year, we would always go on holidays. Those trips were a real privilege and opened my eyes to many different places as a child. Looking back, they were probably the spark for my interest in living abroad and seeking new challenges.
One turning point was spending six months at a middle school in Tucson, Arizona. No one spoke a word of German, and I had to learn English from scratch. Within five months, I was fluent enough to hold my own. At 19, I went back and spent time living on a Native American reserve — experiences like these shaped my outlook on life and gave me the confidence to adapt to different cultures.
That passion for travel eventually led me to study at the École Hôtelière de Lausanne and begin my career in hospitality in 2006. Over the years, I worked in Switzerland, Asia, and Africa. I started in front office and concierge, then became a wedding planner before moving into all areas of food and beverage — from the kitchen to service and bar. Later I specialized in revenue management and transitioned into sales and marketing.
From there, I joined Switzerland Tourism at their headquarters in Zurich, first in the accommodation & gastronomy team, before working my way into the markets. That step was the bridge into my current career, representing Switzerland abroad and building connections across the travel industry.
Outside of work, I’m passionate about the outdoors. I bike to work every day in Toronto — even in winter unless there’s heavy snow — and ride on my road bike, mountain bike or e-bike in my free time. I’m also a motorcycling enthusiast and recently bought my dream bike, a Triumph Thruxton café racer. I’ve travelled to more than 57 countries and continue to enjoy discovering new places, whether across Switzerland, Europe or here in North America. I feel privileged to be in Canada and to connect with the local travel community.
What is the best part of the job as the Director Canada for Switzerland Tourism?
The best part of my job is connecting people — both within Canada and back to Switzerland. I’m fortunate to have a strong trade and media team here, which makes it a real pleasure to work together. The relationships we’ve built are professional, collaborative and positive, and I truly enjoy working with partners from Vancouver to Quebec City, Montreal, and Halifax. Each region has its own dynamics and personalities, which keeps the work fresh and engaging.
One highlight of the past two years has been the introduction of two new seasonal direct flights to Switzerland — from Toronto and Halifax to Zurich. Even though they’re seasonal, having that direct access creates momentum for our market.
What makes the role especially meaningful is seeing how our work really has an impact. We collaborate closely on both sides: with Canadian tour operators to create new products, with Swiss destinations to grow their presence in this market, and with travel agents who step outside their comfort zones to engage more deeply with us. Helping them go the extra mile for their clients is one of the most rewarding parts of what we do.
As Director Canada, I see my role as connecting the dots. I love enabling collaborations, solving problems, and building bridges that benefit everyone. It’s a privilege to represent Switzerland, a country that is highly respected here, and to see how our combined efforts translate into unforgettable experiences for Canadian travellers. That enthusiasm for Switzerland motivates me every single day.
You and CEO Martin Nydegger recently arrived in style for Virtuoso Travel Week in Las Vegas on Harleys. Tell us a little bit about the adventure and what inspired it?
It was an incredible adventure — and very hot, with desert temperatures around 46 degrees. The ride from Los Angeles to Las Vegas can be done in about six hours on the highway, but we wanted to turn it into something more memorable. For Martin, it was also a personal journey: around 15 years ago he rode Route 66 on a Harley from Chicago toward Las Vegas, an experience that helped inspire the idea of the Grand Tour of Switzerland. The only part he never completed was the final stretch from Los Angeles to Las Vegas. This ride gave him the chance to finish that journey — and the timing couldn’t have been better, as it coincided with the 10-year anniversary of the Grand Tour of Switzerland, our 1,200-kilometre self-driving route showcasing the country’s most beautiful landscapes, which he initiated.
For me, as a motorcycling enthusiast, it was a dream come true. Riding Route 66 on a Harley is a bucket list experience, and doing it alongside Martin made it even more special. It wasn’t about work, but about sharing personal time in a way you can’t in a meeting room.
We didn’t ride the entire “classic” Route 66, but focused on highlights that made the journey unique. We climbed up to Big Bear Lake at more than 2,000 meters, rode through the surreal landscapes of Joshua Tree National Park, and stopped at the famous Motel Boyz between Barstow to take a photo with the iconic Route 66 road sign before heading into the Mojave Desert.
Over two days, we covered about 511 miles (820 kilometres) through an incredible variety of landscapes — from city to mountains, desert, and back again. With the freedom of the open road, a Harley playlist, and classics like “Route 66” playing as we cruised through the curves, it was pure bliss — and rolling into Las Vegas on two Harleys definitely turned a few heads – and the happy end, we won the Tourism Award of the year 2025 at the Virtuoso Travel Week!
What’s a destination or experience in Switzerland that’s still on your bucket list?
I’ve been fortunate to travel extensively across Switzerland and have seen most of the highlights. What’s still on my list now are more experience-driven and nature-focused adventures. One goal is to try a Via Ferrata. I’m sporty, but not extreme, so it would be both a personal challenge and a way to overcome my fear of heights while enjoying some of the country’s most scenic views, especially in the Bernese Oberland.
I’d also like to spend more time exploring the Jura region. I was there during my military service, but never as a traveller. It’s a part of Switzerland that’s less known, and I’d like to discover its watchmaking traditions, vineyards, and authentic craftsmanship.
On a lighter note, I love swimming in lakes and rivers and want to combine that with hiking — finishing a mountain hike with an alpine swim is the ultimate Swiss summer experience. Culinary traditions are also high on my list, like meeting cheesemakers or bakers still working by hand. These authentic, hands-on traditions — from making cheese in the Alps to building a Davos sled — are what make Switzerland special.
Beyond the home country, where do you hope to travel soon?
Beyond Switzerland, I really want to explore more of Canada. I’ve already been fortunate to travel quite a bit here — from the Yukon to St. John’s in Newfoundland, across Alberta, Vancouver and Vancouver Island, Halifax, Quebec City, Montreal, and many places around Ontario. Canada is vast and so diverse, and there’s still so much left to discover.
One of my bucket list experiences is heli-skiing in Whistler. I’m turning 40 next year, and that’s how I’d love to celebrate. I’d also like to experience the full Canadian winter, venture further north, and finally see the Northern Lights.
Being based in Canada also makes me feel much closer to Latin America, and I’d like to take advantage of that. Countries like Argentina, Chile, Brazil, and also parts of Central America have been high on my list for a long time, both for their culture and for the variety of landscapes and experiences they offer. So my bucket list now is a mix of Swiss Via Ferratas and hidden Jura regions, Canadian heli-skiing and Northern Lights, and new adventures in Latin America. For me, it’s about blending new experiences with familiar passions.
What’s something that many people may not know about you?
Many people don’t know that I’ve lived and worked across three continents — Europe, Asia, and Africa. Growing up in Switzerland also gave me the chance to travel widely across Europe from a young age. Because of that, I now focus more on destinations that feel new and unfamiliar to me.
Another part of my story is my family’s NGO, which my father runs. I had the chance to travel with him several times, especially to Ghana, where I saw the projects in action. The NGO supports initiatives in Western Africa, and if you’re curious you can check out the work at faithinhumanity.ch. Being exposed to that kind of commitment and global perspective has shaped the way I see travel and connection.
I’ve also always been drawn to challenges. One of the most intense experiences was cycling 1,200 kilometres through Italy on a road bike I had just picked up. I had never done anything like it before, and the trip ended with a climb from sea level to the top of Mount Etna — followed by a four-hour hike. It was an incredible experience… but definitely one I wouldn’t repeat.
Something else that often surprises people is how much I enjoy cooking. It’s a passion I developed while living abroad, and today it’s one of my favourite ways to relax. Whether it’s making Swiss comfort food like raclette or experimenting with recipes I’ve picked up on my travels, I love sharing food and hosting friends. And while many know I’m into bikes, not everyone realizes I only recently bought my dream motorcycle — a Triumph Thruxton café racer — which felt like a personal milestone. So whether it’s my international background, my family’s NGO work, my love for cooking, or my passion for two wheels — there’s usually more to my story than people expect at first glance.
If you had to sing karaoke tonight, which song would you pick?
If I had to sing karaoke tonight, you’d probably regret handing me the mic. I’m not known for my singing, so I’d more likely end up as the background dancer, cheering on whoever’s bold enough to take the stage. But if there was no way out, I’d pick something easy and classic like Wonderwall by Oasis. Not because I could do it justice, but because the whole crowd usually joins in — and then nobody notices how bad I sound. It’s less about singing and more about having fun together.
Do you have anything to add?
Just that I feel very privileged to represent Switzerland here in Canada. The respect and enthusiasm people show for the country and its traditions is something I value every day. And on a personal level, being part of such a strong and supportive community — both in Canada and within Switzerland Tourism — makes this role not only rewarding but also a lot of fun.
