In something under 100 days the European Cup kicks off with The Czech Republic vs. Switzerland, who is hosting the championships together with Austria.

Talking about a 'Charm-Offensive' Dr. Petra Solba, CEO of Austrian Advertising, stated recently:
'We place a high value on hospitality - the unique mix of service-mindedness and friendliness, spiced with a substantial shot of humor.'
That might just work in Austria, though I have reason to doubt*.

Jürg Schmid, CEO of The Swiss Tourist Board was quoted as saying:
'There are many unexpected sides of Switzerland to discover - for example, the refreshing red and white enthusiasm for their own team. Switzerland wants to surprise!

Oh, they'll surprise, all right, no doubt about that!
Their lack of humour, and the fact that Swiss service enterprises confuse 'hospitality' with 'hostility' is going to cause a lot of surprises.

We are looking at somewhere around 600,000 football tourists and something like 1,000,000 overnight-stays.
For 'tourist' please read 'antogonist', 600,000 people and each of them is going to want something at some point - just imagine the pressure those hotel and restaurant employees are going to be under.

It will start at breakfast with waiters and waitresses being asked the best route to the local stadium.
On too many occasions the answer will be: 'Sorry, this is the hotel restaurant, not an information office!'
It doesn't matter that the guests will not return or that they will most certainly advise friends not to visit, 'they wouldn't have returned anyway - they're only here for the match.'

Just imagine then, that a gentleman from the Swiss Tourist Board has hit on a bizarre new idea. He recently suggested on the radio that the antagonists guests should be treated with respect and answered in a friendly, polite and helpful manner, even though they are not personal friends.
One or two of those service-people may have heard the programme and may even give the idea some consideration.

The rest ...
... I'm not optimistic.

*While skiing in Austria a many years ago I was sitting with friends waiting to order something to eat. The boss served us himself - by the time he got to me, I'd forgotten the name of the desert I'd chosen. Stuttering I asked for 'Salzburger Dingsbums' (Thingamajig)
The boss answered in Austrian German:
'Wannst nit woast wie's hoast, dann brauchst au nit essa'
If you don't know what it's called, you dont need to eat it.

I've not tired Salzburger Nockerl to this day ...