Kylian Mbappé starts running, Yann Sommer, in goal for the Swiss national football team, dives into the right corner and saves the penalty from the French international star – and just like that, Switzerland is through to the quarter-finals of the 2021 European Championships. Ever since this performance, Yann Sommer has played his way into the hearts of the Swiss. As of summer 2023, he has also been winning over fans of Inter Milan with his saves, and acting as an ambassador for Switzerland Tourism (ST) for the Italian market.

His first public appearance for ST was no easy feat. Together with Michelle Hunziker, TV presenter and since 2021 an ST ambassador for the Italian market, he opened the Swiss Family Village, which could be found on the lively and futuristic Piazza Gae Aulenti in the centre of Milan. Every day, 6,000 visitors made their way to the village. On social media, 800,000 contacts were reached, helped by the fact that Yann Sommer shared his experiences on Instagram. The Swiss Family Village was also featured in over 40 media articles.

Outdoor activities and Switzerland’s cultural heritage

The family takes centre stage: That was the aim of the freely accessible Swiss Family Village. From 21 September to 1 October 2023, the people of Milan had the opportunity to get to know Switzerland’s outdoor tourism offerings and cultural heritage. The day before the official opening, an industry event was held, which was attended by 60 tourism professionals. At the official opening and media event with 120 invited guests as well as 80 children, Michelle Hunziker and Yann Sommer were like magnets.

This was a dream come true for the younger attendees in particular, as a meet & greet with Yann Sommer was part of the programme. The children’s eyes shone just as brightly during the games of table football as they did during their brave attempts at the climbing wall, the wild ride on the pump track or the daring activities on the high ropes course. “I love Switzerland and am looking forward to showing everyone my favourite places,” Yann Sommer said at the opening. Michelle Hunziker also mentioned how diverse her home country is when it comes to family activities.

In order to raise awareness of the Swisstainable concept in Milan and promote rail travel as a sustainable form of travel, part of the Swiss Family Village was dedicated to panoramic trains. Through the use of VR headsets, visitors were able to take a journey through the Swiss autumn landscape along the Grand Train Tour of Switzerland in two railway carriages.

Focus on families

Since 2022, ST’s strategy in the Italian market has been geared towards family holidays: “We know from the Tourism Monitor Switzerland that the number one reason for travelling here for Italian guests is our family friendliness. We can make full use of this strength. Switzerland, with its many green spaces, is one huge family playground. We offer families a form of tourism that is environmentally friendly and full of adventure. We also want to promote sustainable travel by train,” says Christina Gläser, ST Market Manager for Italy.

ST was supported by various partners at the Swiss Family Village, including:

  • Made in Bern with Bern Welcome, BLS and Interlaken Tourism / Trauffer
  • Ticino Turismo with Ascona-Locarno, Bellinzona e Valli and Mendrisiotto Turismo, Monte Generoso
  • Zurich Tourism with Sorell Hotels
  • Swiss Travel System
  • Rhaetian Railway (RhB)
  • Swiss Family Hotels
  • Märklin
  • Swissminiatur