Switzerland
Our collection of stories, insights and thoughts on Switzerland as country, business location and nation brand. Find out about Switzerland’s nation branding, country image, public diplomacy, business hubs and national reputation.
Dieter Mueller on How Swiss Alpine Destination Parc Ela is Moving Towards Tourism Sustainability
Dieter Mueller of Parc Ela on what changes when a region votes to become a nature park, why an enabling institution matters more than a strategy, and steering visitors at the Landwasser viaduct.
Switzerland Tops Most Innovative Countries Ranking 2019
Switzerland is world's most innovative country for the second year, according to the 2019 Global Innovation Index. Here a summary of what makes Switzerland so innovative, and some of the other key findings from the study.
Theo Schnider, Director of UNESCO Biosphere Entlebuch in Switzerland
Theo Schnider on how Entlebuch turned a conservation ruling into the world's first biosphere reserve created by popular referendum, and why sustainability cannot be prescribed from above.
Urs Wohler on Destination Management, Leadership and Sustainability
Urs Wohler, then CEO of Niesenbahn AG and former director of destination Scuol Samnaun Val Müstair, on why Swiss DMOs were ready for the shift from promotion to stewardship but their regions were not.
Martin Nydegger on Tourism Sustainability Strategies and Trends in Switzerland
Martin Nydegger, CEO of Switzerland Tourism, on why a national marketer funded by its own regions was never only a promoter, and why he rejects the idea that Switzerland has an overtourism problem.
Nicolas Bideau on Brand Switzerland, Nation Branding and Culinary Diplomacy
Ambassador Nicolas Bideau, Head of Presence Switzerland, in this interview shares his thoughts on Brand Switzerland, nation branding strategies and culinary diplomacy.