Even the historic neutrality of Switzerland cannot make it immune to Covid-19. Currently, a mandatory quarantine regulation is still in effect for certain high-incident countries. However, discerning travelers with an eye for the majestic should include Switzerland to be among the hopeful travel plans for 2021.
Often, popular tourist destinations are judged on the basis of their travel perks: food, surroundings, history, etc. Yet, a couple of the most forgotten elements of travel are spirit and inspiration. Switzerland possesses vistas to one’s soul through its tastes, sounds, cultural experiences, iconic surroundings, and overall chi.
Swiss born entrepreneur, Alexandre Mourreau, is the Director of Cars and Coffee Geneva, where top brand vehicles get to rev their engines and show why they earn the moniker of “best in show.” Akin to the Swiss Alps, the luxury cars surround enthusiasts and potential buyers alike with their majesty and power. Mourreau helps to curate exclusive experiences through innovative ideas for the creation of lifetime memories.
According to Mourreau, “Switzerland is very calm…I want to push the boundaries and go beyond every limit to offer something WOW.” Mourreau’s success can ironically be compared to climbing the Alps, His humble beginnings working locally as a young man culminated with his graduation from IFM University in Geneva with a Bachelors in Business Administration. However, like many mountain climbers who prepare for the climb but learn more from the journey along the cliffs, Mourreau’s studies were secondary to the lessons he learned along the path to his success.
Like most people and destinations, there is a more relaxed and casual side. Many young trekkers sling a backpack on and rough it on a shoestring budget. The advantage to this is that at any price point, the scenery is free. Good advice about the more frugal Switzerland travel is to plan an itinerary before stepping on the plane. In addition, once in Switzerland, it is wise to imbibe at hostel bars over the higher priced potables one might order with dinner. Also, carrying a refillable water bottle can cut the cost of having to buy expensive bottled water while building up a thirst scaling the steep and lovely Swiss inclines.
There is another Switzerland, one of luxury hotels and exclusively curated experiences. Whether it’s the pinnacle of the chocolate experience at specialty shops such as Zurich’s Sprüngli’s Paradeplatz café, or the decadence of purchasing an exquisite watch at Carl F. Bucherer in Lucerne, Switzerland oozes quality, precision, and grace.
The ultimate Switzerland experience comes with a stay in one of its iconic palace hotels. Among its selection of such hotels, Gstaad Palace stands alone – yes, literally, too. This 117 year old palace, which overlooks the town of Gstaad, was the original site of the Swiss Open Tennis Tournament, struggled during the war years, but survived to be a host to royalty and celebrities galore. Switzerland opens a window to its past, celebrates that history in its contemporary charm, and looks forward to the resurgence of tourism.
Alexandre Mourreau sees the future as a chance to “continue to do better and stronger in everything…and continue to go higher and bring to the people things they have never seen before.” Cars and Coffee Geneva allows Mourreau to indulge in his passion for exposing people to intense beauty and automotive precision. Present at the events are Lamborghini, Ferrari, Bugatti, Porsche, McLaren, Pagani,and others. However, considering the consequences of the Coronavirus pandemic, and with respect to safety, there will be no live events this year.
Mourreau explains how the Swiss are people who like to remain discreet, and though he is very local when it comes to his business in Geneva, his success revolves around putting “people together, and knowing how and when to do it.” He continues, to “have people grow with me, and to make them access things they could not access before.”
Mourreau’s media company employs photographers and videographers who offer all photo and video services. The Swiss landscapes make the perfect backdrop for any Kodak moment, but whatever the subject, Mourreau makes the experiences he promotes seem timeless. At the same time, like Switzerland’s tourist experiences, Mourreau is eclectic; his life’s work has been varied and widespread.
Some destinations call out to travelers, echo with a mix of longing and excitement. Switzerland is both awe-inspiring and transformative for both its native sons and its foreign daughters.