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Speaking to Storyboard18<\/a>, Andr\u00e9 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.<\/p>\n Hefti said tennis legend Roger Federer remains Switzerland\u2019s most powerful global ambassador. His values of authenticity, modesty, and excellence align closely with the country\u2019s image, helping a small nation gain strong global visibility. India is now among Switzerland\u2019s 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.<\/p>\n 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.<\/p>\n For the entire show, watch the accompanying video<\/strong><\/p>\n Also Read |\u00a0India becomes second largest overseas market for US tourism as visitation surges 40%<\/a><\/strong><\/p>\n<\/div>\n
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.<\/p>\n