Switzerland, a country of mountains and lakes. That’s how tourism advertising has shaped the country’s image abroad in the last 100 years. Switzerland Tourism ST conducted an experiment during the anniversary event: five renowned international photographers were asked to take pictures showing their own perspective of Switzerland. Without any advertising objective.

The photos taken by Alinka Echeverría, Shane Lavalette, Eva Leitolf, Simon Roberts and Zhang Xiao showed a different view of Switzerland that still felt familiar. Around 20,000 people visits the exhibitions in Winterthur and Lausanne to see these fascinating pictures. The Swiss media reported on the exhibition, including the magazine “Coopération” (French) and newspaper “Der Bund” (German).