With his messages, books, videos and interviews, Sadhguru reaches an enormously large global audience both online and offline.

Staying in one place for longer, enjoying nearby nature, immersing yourself in local cultures and learning about regional delicacies: With the Swisstainable strategy, Switzerland Tourism ST meets the requirement to address the issue of sustainability in the long term. Through a special campaign, this cause was made known in India – with the support of Sadhguru, an Indian yogi, mystic and best-selling author. Not only is he an Indian guru in the spiritual sense, but above all a global ambassador for social engagement, education and environmental causes. On his 100-day trip through Europe and the Middle East for his soil rescue project “Save Soil,” the 65-year-old also made a stop in Switzerland.

Sadhguru is well known not only in India but also worldwide, thanks to his international community. With his messages, books, videos and interviews, he reaches an enormously large global audience both online and offline; his reputation is impressive and his affinity for sustainability authentic. This had prompted ST to team up with him for the Indian Swisstainable campaign.

Sadhguru meets Bastian Baker

From Italy, Sadhguru travelled to Switzerland on his motorcycle via the Simplon Pass in early April 2022. In the Lavaux region, he met musician Bastian Baker, ambassador of the Grand Tour of Switzerland and himself a keen motorcyclist. The two spoke with winemakers about growing and producing sustainable wine. The topic is also close to the heart of the singer from French-speaking Switzerland, since as a vegetarian he is always campaigning for healthy and regionally produced food.

Sadhguru’s tour then continued on to Geneva, where he exchanged views with ST CEO Martin Nydegger during a walk along the lakeshore about a careful approach to the environment, tourism in Switzerland, sustainability and the idea behind Swisstainable.

47 million contacts reached on social media

During Sadhguru’s three-day visit, numerous posts and videos were created, which were shared mainly on Instagram, Facebook and YouTube: the ride over the Simplon Pass, the meeting with Bastian Baker, the tour through the vineyards and the conversation with Martin Nydegger. The campaign generated a total of 47 million contacts (as at October 2022), such as likes, comments, shared content and views of the videos. Swiss media also reported on Sadhguru’s trip, for example Migros magazine, Le Temps and Blick.