We enjoyed two fantastic days of touring with Julian. He picked us up from our Viking River cruise promptly, and kept us entertained with many stops, picture opportunities, a delicious lunch of raclette, and lots of information about the area. After he dropped us off at our hotel in Lucerne, he still provided suggestions for our meals and activities for the days we were on our own. He then picked us up for our second day of touring, and again provided a wonderful day of exploring and a fun picnic lunch where he also brought us homemade baked goods that he prepared himself. Delicious!
Julian was professional, engaging and very accommodating to our needs. I would highly recommend using this company and Julian for any touring needs in Switzerland.
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How a Storm, a Lamp, and Swiss Countryside Built a Luxury Travel Company
Joshua Heuberger grew up on the Swiss countryside, the son of a Swiss father and a Nigerian mother. Growing up between cultures gave him a rare dual perspective: an insider’s intimacy with Switzerland’s hidden landscapes, and an ease with other cultures and worldviews that makes international guests feel immediately understood. It turned out to be exactly the foundation a company like Luxury Tours Switzerland needed.
Before entrepreneurship, there was sport. Joshua was a track and field athlete before switching to hockey, eventually becoming one of the youngest players on the Waldenburg Eagles’ first league team. That chapter forged the discipline and leadership instincts that would shape everything that followed. He trained as an automation engineer, earned his Swiss vocational baccalaureate, and then discovered, through a Basel business talent programme, that building companies was what he was meant to do.
He never looked back. Over the next several years, Joshua committed himself entirely to building, channelling every resource into long-term growth rather than short-term reward. He launched a sales venture that generated a quarter of a million in revenue with a 200-person team. He then co-founded an advertising company in Istanbul, where his clients included Vodafone, Unilever, Samsung, Nescafé, Nestlé, McDonald’s, Visa, and many others. The scale was significant. But Switzerland kept calling him home.
“I always feel like I’m bragging about Switzerland,” Joshua says, “because there really is so much to love, from the politics to the landscape to the way people stand behind their values. It just keeps going.” That feeling is exactly what he wants every guest to leave with.
The Birth of Luxury Tours Switzerland
Some of the best ideas start with a wrong turn.
After a heavy winter storm, Marc and Joshua noticed something extraordinary lying on the ground: timber felled by the storm, ancient and beautiful. The idea was simple. Build unique, sustainable lamps from that wood. Their marketing strategy was equally straightforward: photograph the lamps in the Swiss landscape, at the most beautiful places they could find.
They hiked before dawn. They found the light. They shared the images.
Nobody asked about the lamp. Everyone asked where the photograph had been taken.
That moment changed everything. Marc and Joshua realised people didn’t want a product. They wanted the place. They wanted Switzerland, its valleys, its light, its hidden corners, and someone who could take them there. MySwissPanorama was born.
In those early days, Marc and Joshua guided every single tour themselves. Every guest, every route, every story, told in person. It was Joshua’s charisma and natural gift for storytelling that made those first experiences so memorable. Guests didn’t just see Switzerland. They felt it. They understood it. And they came back.
Joshua brought the operational engine. The systems, the partnerships, the sales instincts built across continents.
While Marc shaped the experiences from the ground up, Joshua built the infrastructure to deliver them at scale, always pushing to raise the standard with every season.
Over years of first-hand exploration, the team built something no competitor can replicate: a network of activities and experiences that simply don’t exist anywhere else on the market. Hidden Alpine locations, exclusive access to local artisans and farmers, and arrangements that cannot be found, requested, or booked through any other company.
Switzerland Tourism took notice. Regional tourism boards began inviting them to tell Switzerland’s stories. Zurich’s finest hotels noticed their guests returning from tours completely transformed and quietly asked who was behind the experience.
Then COVID arrived and brought everything to a halt. Joshua spent that time growing an adtech company in Istanbul. When that chapter ended, he came back to what he’d built, and found the demand had only grown.
Returning clients began asking for more. Not just the tour. The hotels. The transfers. The restaurant reservations. The whole journey, handled by people they trusted. LTS didn’t have the capacity. So Marc and Joshua made their first back-office hire. Then another. Luxury Tours Switzerland, the full-service DMC, grew directly from that demand.
Today, the company operates with a team of 15 specialists. More than 500 five-star reviews. A growing roster of luxury travel advisor partnerships across the US and beyond. And a singular goal: to be the only name that comes to mind when travellers decide to experience Switzerland properly.
Awards and Recognitions
- 500+ Five-Star Reviews — Luxury Tours Switzerland
- 2,800+ Guests Served — Luxury Tours Switzerland
- Enterprise Client Partnerships — Vodafone, Unilever, Samsung, Nescafé, Nestlé, McDonald’s, Visa, and many others (Istanbul)
- Entrepreneur Talent Programme Graduate — Basel Business Community
- Mentor and Trusted Reference for Young Entrepreneurs — Multiple Entrepreneurship Communities
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