SWISS International Air Lines (SWISS) is celebrating the arrival of its new Airbus A350 by reviving a beloved tradition: the print edition of the SWISS Magazine. The relaunch marks both a nostalgic return for frequent flyers and a modern integration of print with digital enhancements.
The in-flight magazine, paused for three years, will once again be available on board starting with the A350’s introduction. Passengers can expect the familiar rustle of turning pages — an experience the airline describes as part of its cultural identity. In today’s digital-first world, SWISS hopes to reconnect guests with the tactile pleasure of print while offering interactive features through QR codes, providing access to videos and extra images.
The comeback issue of SWISS Magazine is dedicated to the Airbus A350, the new flagship of the airline’s fleet. The 160-page special edition traces the aircraft’s journey from conception to production at Airbus in Toulouse and highlights its debut in SWISS service.
“This is more than just a magazine. With the return of our printed SWISS Magazine, we are bringing back a sense of familiarity to our guests while also offering fresh perspectives and stories. For the first time, the magazine combines the tangible reading experience with digital extras,” according to Léa Wertheimer, Head of Corporate Communications at SWISS.
In addition to technical and behind-the-scenes insights into the Airbus A350, the magazine showcases SWISS’s new “SWISS Senses” cabin design, introduces vibrant travel destinations such as Seoul, and profiles the people who shape the airline’s culture — including a flight attendant transitioning into the cockpit crew.
The publication also features family-friendly and aviation-inspired content. Passengers can try their hand at an A350-themed quiz, explore a hidden-object puzzle designed for children, and enjoy culinary highlights as top Swiss chef Tanja Grandits shares her sweet creations from the aircraft galley.
Blending Print & Digital
The airline emphasizes that the new magazine is not a step back from digital innovation but a complement to it. Each article links seamlessly to swiss.com/magazine, where readers can access expanded content, additional travel guides, and exclusive video formats like “Behind the Wings” and “Ask the Expert.” This approach allows SWISS to bridge the gap between physical storytelling and immersive online experiences.
The relaunch edition will first appear in the seat pockets of the Airbus A350 and later be distributed across all SWISS long-haul aircraft, as well as in First and Business Class lounges. For travelers preferring digital access, the airline also provides an eJournal version that can be downloaded onto personal devices. Past editions of SWISS Magazine are archived and available online.