The Swiss Hotel Association (SHA) is a professional organization that represents the interests of hotels and other accommodation providers in Switzerland. Founded in 1882, it aims to promote high standards of hospitality and support its members through various services, including training, marketing, and advocacy. The SHA also plays a crucial role in shaping tourism policies and enhancing the overall quality of the Swiss hospitality industry. By collaborating with government bodies and other stakeholders, the association helps ensure that Switzerland remains a top destination for travelers worldwide.