Switzerland seen from abroad: Mountains have impact on image in 2017

Press release, 10.01.2018

Switzerland’s iconic mountains drew particular international attention in 2017 because of a number of natural events linked to climate change. At the same time, the victories of Swiss professional tennis player Roger Federer, the Swiss financial centre and a number of popular votes also attracted the attention of foreign media. According to the Nation Brands Index 2017, Switzerland enjoys a good image abroad overall, retaining its 8th place out of a total of 50 countries.

The traditional image of Switzerland is associated with its mountains, and this was reinforced by various natural phenomena, particularly events in the canton of Valais linked to climate change. The landslides in Bondo, the ice melt that caused the Trift glacier to collapse, and the discovery of bodies of hikers preserved in the glaciers of Tsanfleuron and Hohlaub had a double impact on the image of Switzerland. On the one hand, these events highlight the fact that Switzerland is exposed to global warming, and on the other hand, they underline its mastery of risk management, as these catastrophic events were anticipated and the worst effects were prevented from happening.

Other stories, such as the project initiated by the alpine community of Albinen to attract new inhabitants by offering them remuneration, and the death of mountaineer Ueli Steck in the Himalayas, also put the Swiss mountains and ecosystem in the spotlight.

The force of the mountains and nature more generally is confirmed by the photos linked to Switzerland on Instagram. For the first time, Presence Switzerland analysed public posts on this social media platform to get an idea of Switzerland's image among its users. More than five million photos were analysed in order to establish the most important categories for Switzerland. Alongside gastronomy and luxury goods, too mountain landscapes define Switzerland's image. For Ambassador Nicolas Bideau, head of Presence Switzerland, "Our mountains are incredible sources of storytelling. At once so beautiful and yet terribly dangerous, they fascinate the media of the whole world and have shaped our image this year more than ever before".

Other recurring topics continued to attract the attention of foreign media are: first, the victories of Roger Federer at various tournaments and in particular his double record at Wimbledon, where he was acclaimed not only for his outstanding play, but also because he is the first player to have won Wimbledon eight times and the oldest to reach a Grand Slam final. The Swiss political system and direct democracy were in the news during various popular votes, including those on the Corporate Tax Reform Act III, simplified naturalisation for third-generation foreigners and the Energy Strategy 2050. A number of topics related to the economy and innovation were also widely covered, including the World Economic Forum in Davos, during which Chinese President Xi Jinping's participation and his official visit to Switzerland made a significant impression. Although usually only mentioned sporadically, Swiss research was highlighted this year when chemist Jacques Dubochet was awarded the Nobel Prize.

Lastly, according to the Nation Brands Index, which compares the international public perception of 50 countries, Switzerland retains a positive and stable image, ranking 8th as in recent years. Switzerland enjoys a good reputation, especially in terms of governance, but also for its economic attractiveness, quality of life, exports and potential for innovation.

Additional links:

Report: Switzerland seen from abroad in 2017Sino-Swiss bilateral relations