In an interview with Storyboard18, André Hefti, CMO and Deputy CEO of Switzerland Tourism, elaborated on how the country is harnessing renowned personalities, digital-first marketing strategies, and a more defined brand identity to stimulate travel interest.
Hefti noted that tennis icon Roger Federer continues to be Switzerland’s most influential global ambassador. His principles of authenticity, humility, and excellence closely resonate with the nation’s image, enabling a small country to achieve substantial global recognition.
To connect with Indian travellers, Switzerland has introduced Olympic champion Neeraj Chopra, aiming to make the destination more relatable, particularly to younger audiences attracted to adventure and outdoor activities.
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India now ranks among Switzerland’s top 10 source markets, with an increasing focus on travellers under 35. To engage this demographic, over 70% of marketing expenditures are allocated to digital platforms, facilitating targeted strategies throughout various stages of the travel decision-making process. Creator-led storytelling has also become pivotal, as influencers foster emotional connections and trust.
Hefti emphasized that Switzerland Tourism has adopted a unified brand strategy to ensure consistency across markets. A single, recognizable identity fosters long-term trust and enables the destination to convey its stories more effectively, without having to start anew each time.
For the entire show, watch the accompanying video
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