World Tourism Forum Lucerne Has a New Owner with a Long-Term Vision

The World Tourism Forum Lucerne has made a considerable difference in the global tourism industry over the past 15 years. As of today, the ‘World Tourism Forum Lucerne’ brand has evolved and found a new owner in the form of SHL Schweizerische Hotelfachschule Luzern. This guarantees the continued existence of the ‘World Tourism Forum Lucerne’ brand. The company WTFL AG is to be liquidated.

The Corona pandemic has taken its toll on the tourism industry. The World Tourism Forum Lucerne also felt this and very unfortunately the WTFL had to close its doors at the end of January 2022. The regrets about the discontinuation of the WTFL's valuable activities from home and abroad were overwhelming. The numerous feedback has affirmed WTFL's founder and CEO, Martin Barth, in his intention to preserve the value that WTFL AG has established and to uphold the vision of the organisation. The intensive search for the suitable organisation to hand over to was successful. This marks the beginning of a new chapter for WTFL: the new owner SHL Schweizerische Hotelfachschule Luzern, who benefits from the excellent existing reputation of the WTFL, will bring new energy and bold ideas.

SHL Schweizerische Hotelfachschule Luzern is expanding its international activities - also with the ‘World Tourism Forum Lucerne’ brand


SHL Schweizerische Hotelfachschule Luzern will be the new owner of the ‘World Tourism Forum Lucerne’ brand. Its aim is to use the brand and its existing values and visions to further expand its international business. In concrete terms, SHL wishes to become more involved in the establishment of hospitality schools abroad, strengthen its consultancy in service marketing and management, and at the same time organise more international events at home and abroad. Furthermore, since 2019 SHL has been running the English course of studies ‘Bachelor of Science in Hospitality Management’, which is offered in cooperation with the Lucerne University of Applied Sciences and Arts. Christa Augsburger, Director of SHL, is proud that SHL is the new owner of the ‘World Tourism Forum Lucerne’ brand. “We can use the brand, which is very well established in the market, to help SHL progress even further in its international endeavours. Not only is the purchase of the brand important, but also Martin Barth’s agreement to support SHL in developing its international activities. We are delighted that we will be able to draw on his expertise and his fantastic international network in the future.”

Martin Barth expands his portfolio, but remains loyal to the tourism industry

Martin Barth, the founder and CEO of WTFL, will contribute his expertise and international network to various projects and committees in the future. He is pleased that SHL has entrusted him with the further development of the international business. In addition, he will remain a professor at the Lucerne University of Applied Sciences and Arts, an expert at Inno-suisse and a board member of several start-ups. «I am convinced that with SHL we have found the perfect new owner of the ‘World Tourism Forum Lucerne’ brand to continue pursuing the vision together. In addition, I can now broaden my portfolio and devote myself even more to entrepreneurial tasks - I am very much looking forward to that.»