Speaking to Storyboard18, André Hefti, CMO and Deputy CEO of Switzerland Tourism, explained how the country is using iconic personalities, digital-first marketing, and a sharper brand identity to drive travel demand.
Hefti said tennis legend Roger Federer remains Switzerland’s most powerful global ambassador. His values of authenticity, modesty, and excellence align closely with the country’s image, helping a small nation gain strong global visibility.
For India, Switzerland has added Olympic champion Neeraj Chopra to make the destination feel more relatable to Indian travellers, especially younger audiences drawn to adventure and outdoor experiences.
India is now among Switzerland’s top 10 source markets, with a growing focus on travellers below 35. To reach them, over 70% of marketing spends are directed toward digital platforms, allowing precise targeting across different stages of the travel decision journey. Creator-led storytelling has also become central, as influencers help build emotional connections and trust.
Hefti added that Switzerland Tourism has moved to a unified brand strategy to create consistency across markets. A single, recognisable identity helps build long-term trust and allows the destination to tell its stories more effectively, without starting from scratch each time.
For the entire show, watch the accompanying video
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