House of Switzerland 2028 in California – a showcase for Swiss creativity and innovation

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The next edition of the Summer Olympics will take place in Los Angeles from 14 to 30 July 2028, followed by the Summer Paralympics from 15 to 27 August 2028. During the games, the city will become the focal point of international sport and media attention. The Federal Council's decision today tasks Presence Switzerland, which is part of the FDFA, with promoting Switzerland's interests and communication abroad through the House of Switzerland's presence at these two major sporting events. In cooperation with public and private-sector partners, the House of Switzerland is to be used as a communication and networking platform to generate interest in Switzerland and its concerns, particularly in California, the US state with the largest economy. The key target groups are decision-makers from the fields of politics, business, science, education, culture, tourism and sport, as well as the broader public. The House of Switzerland will act as a showcase for the Alpine nation, helping Swiss actors to expand their networks in one of the US's most dynamic innovation ecosystems.

Focus: the creative industries, the tech sector, sport and health

Switzerland's communication work will present issues of interest in the host city that are in tune with the Californian lifestyle, and in which Switzerland has specific expertise. These will span the creative industries (e.g. gaming, design), the tech sector (robotics, AI, deep tech) and the areas of sport and health (e.g. nutrition). By presenting concrete examples from the fields of culture, entertainment and cutting-edge technology alongside innovative Swiss companies and products, the perception of Switzerland as a creative, high-performing and trustworthy country will be promoted.

The plan is for the House of Switzerland to operate from a strategically suitable location at the heart of Los Angeles that allows it to reach the desired target groups. As a meeting place open to all visitors, and with an attractive programme of events, the House of Switzerland will celebrate the successes of Switzerland's athletes and showcase Swiss hospitality.

The total costs of Switzerland's presence at the 2028 Summer Olympic and Paralympic Games in Los Angeles will be around CHF 5.5 million. Some CHF 1.54 million of this will be covered by contributions from sponsors.