In an interview with Storyboard18, André Hefti, CMO and Deputy CEO of Switzerland Tourism, highlighted how the nation is leveraging iconic figures, digital-first marketing strategies, and a refined brand identity to stimulate travel interest.
Hefti noted that tennis superstar Roger Federer is still Switzerland’s foremost global ambassador. His principles of authenticity, humility, and excellence resonate closely with the country’s image, helping a small nation achieve significant global visibility.
For the Indian market, Switzerland has included Olympic champion Neeraj Chopra to make the destination more relatable to Indian travellers, especially younger demographics who are inclined towards adventure and outdoor activities.
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India has now emerged as one of Switzerland’s top 10 source markets, with a targeted approach towards travellers under 35. To engage this audience, over 70% of marketing budgets are allocated to digital channels, enabling precise targeting throughout various stages of the travel decision process. Creator-driven narratives have also become essential, as influencers play a key role in establishing emotional bonds and trust.
Hefti mentioned that Switzerland Tourism has adopted a unified branding strategy to ensure consistency across different markets. A single, recognizable identity fosters long-term trust and enhances the destination’s ability to communicate its stories more effectively, avoiding the need to start from square one each time.
For the entire show, watch the accompanying video
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