Prominent Swiss ambassadors

Schlager singer Beatrice Egli is even more popular in Germany than in Switzerland. This makes her the perfect ambassador for Swiss tourism’s largest foreign market. In 2023, she completed her second challenge for the 100% Women initiative – with her first descent on the flow trail in Adelboden.

TV presenter Michelle Hunziker is a crowd favourite in her adopted country of Italy. In 2021 and 2022, the Bern native showed how sustainable travelling in Switzerland can be. She therefore insisted on making herself available to become the godmother of the Swisstainable locomotive in 2023.

In 2023, ST ambassador Michelle Hunziker was joined in Italy by national team goalkeeper Yann Sommer. He impressed with his first appearance as an ST ambassador at the opening of the Swiss Family Village. The video can be seen in its entirety on his Instagram channel: https://www.instagram.com/p/Cxm9thcNFDy/

India’s javelin world champion and Olympic gold medallist Neeraj Chopra has caused an athletics frenzy in India. As an ST ambassador, he used his considerable popularity to inspire his fans around the outdoor paradise of Switzerland. With his family and close friends, he was able to spend a week recovering in nature in Switzerland in the summer while he wasn’t competing.

Who better to show Generation Z what winter looks like in Switzerland than Marco Odermatt, who was born in 1997. The two-time overall World Cup winner in Alpine skiing and Olympic champion is the face of the “How to Winter” campaign for the 2023/24 season. The focus is on his short how-to videos (tutorials) with tips for a sustainable journey, fun on the slopes, après-ski or relaxation.

As early as the 2022/23 winter season, Switzerland Tourism turned to Generation Z. Its aim: to inspire young people up to the age of 25 to try out snow sports and thus secure the next generation on the slopes. ST received support here from Andri Ragettli. With his playful short videos on TikTok and Instagram, the Swiss professional freestyle skier showed how easy and sustainable getting to the slopes can be – thanks to public transport with the ride&slide campaign.

In his third ST campaign, tennis master Roger Federer showed how Switzerland’s diverse nature can be discovered on the Grand Train Tour of Switzerland. The round trip by train takes visitors in comfort to the country’s most famous sights– from glaciers to lakes and up into the mountains. This time, he was joined by US-based comedian Trevor Noah.