Advantage Switzerland! The country’s most famous citizen, Roger Federer, has become an official brand ambassador, entering into a long-term partnership with Switzerland Tourism to help promote the European nation internationally and attract tourists in the post-pandemic era.
Starting in April, the iconic tennis star, considered by many the greatest of all time, will begin promotional activities with a series of visuals and short clips on MySwitzerland.com that showcase him being energized by Swiss nature and enabling fans and potential visitors to discover his home country through his eyes. He will present his preferred places, Swiss highlights, as well as hidden gems.
“I have been all over the world (but) my favourite place has always remained Switzerland. It’s the country I miss the most when I’m travelling,” says Federer.
Switzerland Tourism (ST) points out that Federer has already spent years positively representing the country through his “sporting excellence and friendly, down-to-earth manner.”
“I have always felt, whenever I step on the court, I am representing Switzerland,” says Federer. “Whenever it says my name, there is a Swiss flag next to it. I have been very proud to do that for the first 22 years I have been on tour, and it will always be like that. To join forces with ST now is a logical step for me.”
ST says Federer will help develop initiatives to promote Switzerland globally, stating, “Nobody is more equipped to do so than this iconic personality wearing the Swiss flag.”
ST CEO Martin Nydegger commented, “Switzerland Tourism and Roger Federer share countless values. Establishing this partnership is a unique opportunity and of great importance to us. Making a difference while recovering from the challenges of the past months and beyond will be a journey with numerous highlights.”
Swiss tourism officials in Canada point out that Federer is a perennial fan favourite in this country after years of appearances at events in Toronto and Montreal and that they expect that future travellers will be eager to embrace his tips.
All compensation for Federer’s appearances as an ambassador for ST will go to the Roger Federer Foundation supporting disadvantaged children in Switzerland.