Roger Federer has become an official brand ambassador for Switzerland. On Monday March 29th, Switzerland’s national tourism office (Suisse Tourisme) announced a strategic alliance with Switzerland’s biggest celebrity, tennis player Roger Federer, who will participate in promotional campaigns.
Federer will be Switzerland’s new “tourist ambassador”, and will promote the country’s main attractions, especially its natural treasures, in posters and videos, in a campaign that will first reach European and U.S. cities in April, then will be extended to various parts of Asia. The number of visitors in Switzerland, has plummeted over the past 12 months due to the pandemic.
I have traveled the whole world, but my favorite place is still Switzerland. It is the country I miss the most when I am traveling
Roger Federer
The support from Federer and its alluring image is much needed at at a crucial time when travel & tourism continues to struggle with the travel restrictions limiting the number of international visitors. Numbers published by the World Travel and Tourism Council show that the industry is facing the biggest crisis since World War II.
Overnight stays by foreign tourists last year in hotels in Switzerland fell by 66%, due to the impact of the pandemic, according to the Federal Statistical Office.
The partnership is ideal because Switzerland and its well-preserved nature have played a certain role in Federer’s extraordinary career
Suisse Tourisme director Martin Nydegger
