Business EconomyPosted at: Oct 15 2026 9:32PM


Switzerland targets year-round Indian tourists, ropes in Jemimah Rodrigues as ambassador

Bengaluru, Oct 15 (UNI) Switzerland Tourism has appointed Indian cricketer Jemimah Rodrigues as its Friendship Ambassador for India, seeking to attract more Indian visitors during autumn and winter and reduce the concentration of travel between April and June.
India is among Switzerland’s top 10 source markets, but Indian visits are heavily concentrated in the April-June period, largely reflecting the country’s school holidays and summer travel calendar, Christian Schoch, Director India, Switzerland Tourism, said here on Thursday.
The campaign featuring Rodrigues will promote Switzerland as a year-round destination, showcasing lesser-known locations, seasonal attractions, outdoor adventures and cultural experiences beyond the country’s established tourist hotspots.
Switzerland Tourism is seeking to encourage longer stays, promote sustainable travel and distribute visitors more evenly across different regions and seasons. The initiative will cover all four seasons, with a particular focus on attracting Indian travellers during autumn and winter.
Schoch said Switzerland offered a range of experiences beyond the summer months, including autumn foliage, winter landscapes and Christmas markets. The tourism body wants to broaden the appeal of the destination among younger Indian travellers, whose interests increasingly include independent travel, adventure activities and public transport.
Martin Nydegger, CEO of Switzerland Tourism, said destinations faced intense international competition and could not depend indefinitely on their established popularity.
“Everybody knows in tourism the competition is huge. There are always new destinations coming up, so you need to constantly reinvent yourself with campaigns, with interesting stories to tell,” he said.
He said destinations needed to keep improving their tourism products and services while developing fresh experiences to attract visitors.
The organisation’s ‘Travel Better’ philosophy is built around five priorities: promoting Switzerland throughout the year, showcasing lesser-known destinations alongside popular attractions, encouraging longer stays, protecting the environment and ensuring that local residents continue to welcome tourists.
Nydegger cited projections of a 40 per cent increase in global travellers over the next decade, underlining the need to manage tourism growth without damaging the natural and cultural assets that attract visitors.
The strategy, he said, was not to discourage travel but to distribute visitors more effectively across destinations and seasons, easing pressure on established hotspots while bringing economic benefits to other regions.
Rodrigues, speaking about her association with Switzerland, said the country had long been a dream destination, partly because of its portrayal in Bollywood films. However, she said the actual landscapes were even more vivid than the photographs she had seen.
During her visit, Rodrigues experienced a jetboat ride, made Swiss chocolates, visited the Ballenberg open-air museum and travelled to Jungfraujoch, where she experienced snow for the first time.
She also explored Zurich on foot and by e-bike, took an electric boat ride and enjoyed a picnic. She highlighted Switzerland’s public transport network as an effective way for visitors to travel between cities and mountain regions while enjoying the scenery.
Rodrigues said Switzerland had experiences for families, groups of friends and solo travellers, beyond its conventional image as a destination primarily for romantic holidays.
Nydegger said his own association with India dated back around three decades, when he undertook an internship at the Taj Mahal hotel in Mumbai while studying tourism. He is married to an Indian woman and has a son.
Switzerland Tourism did not announce specific targets for additional Indian arrivals, overnight stays or tourism revenue from the partnership.
The commercial test for the campaign will be whether it can translate Rodrigues’ popularity among younger audiences into longer stays and increased demand outside the April-June peak period.
Switzerland Tourism is a federal public-law corporation responsible for promoting the country as a holiday, travel and congress destination.
UNI BDN
Tags: #Switzerland targets year-round Indian tourists# ropes in Jemimah Rodrigues as ambassador
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