Switzerland's communication abroad aims to convey knowledge of the country, foster goodwill towards it, and showcase its diversity and appeal to the international community. A positive image can help Switzerland create space for its political work abroad, generate understanding for its concerns, position itself as an attractive, innovative hub for business and science, export Swiss products, and attract talent. For this reason, Switzerland's communication abroad highlights the country's strengths, how it contributes to the common good, and explains its actions. It is essential that Switzerland speaks for itself and does not leave this task to other actors.
Particularly in the current international climate, Switzerland must communicate in a coherent, credible, and effective manner. Given current needs, opportunities and risks, Switzerland's communication efforts abroad will therefore focus on three main areas in the coming years: trust, innovation, and Europe and the G20 states. Communication measures will be designed to strengthen international trust in Switzerland as a partner and in its actions, increase its visibility as a hub for innovation, and position it as a reliable, competitive, and cosmopolitan partner for key powers and markets in the rest of Europe and the G20 states. To achieve this, maintaining ongoing cooperation with various Swiss stakeholders from both the public and private sectors, and nurturing relationships and networks abroad, will be equally important.
This strategy provides the framework for implementing specific communication activities aimed at achieving the objectives within the respective priority areas. Switzerland's communication abroad has established tools at its disposal for this purpose. These include the creation of content and messages for various communication channels, the implementation of projects with Switzerland's representations abroad, and the organisation of study and media trips to Switzerland for foreign delegations. Major international events are also leveraged: for example, Switzerland will be represented by the Swiss pavilion at Expo 2025 in Osaka next year and by the House of Switzerland at the 2026 Olympic and Paralympic Winter Games in Milan/Cortina. Beyond the general public, Switzerland's communication abroad specifically targets decision-makers and opinion leaders.
This strategy will serve as a guideline for the implementation of Switzerland's communication abroad until 2028. However, recent history has shown how quickly the world can change. In this context, Switzerland's communication abroad must remain flexible and capable of responding to unforeseen events, while always taking into account the strategic needs of our country.
STRATEGY FOR COMMUNICATION ABROAD 2025–28(pdf, 3336kb)
Address for enquiries:
For further information:
Ambassador Alexandre Edelmann
Head of Presence Switzerland
Tel. +41 76 585 58 92
alexandre.edelmann@eda.admin.ch
FDFA Communication
Tel. Press service +41 460 55 55
kommunikation@eda.admin.ch
