Published on 1 February 2026

Communication abroad

Communication abroad encourages a positive and nuanced perception of Switzerland and helps safeguard Switzerland’s interests abroad using public relations tools. Promoting a positive image of Switzerland encourages decisions that are favourable to Switzerland and increases its influence, allowing it to consolidate and capitalise on relevant networks as needed.

Visitors in front of the Swiss Pavilion at Expo 2025, Osaka – one of the methods used to project a positive image of Switzerland abroad.

The Federal Act on the Cultivation of Switzerland's Image Abroad confers a mandate to promote general knowledge about Switzerland, foster an affinity for the country, and showcase its diversity and attractiveness.

On 6 December 2024, the Federal Council adopted a Strategy for Communication Abroad for the 2025–28 period. This sets priorities for Switzerland's communication abroad over the next four years, focusing on three key areas: trust, innovation, and Europe and the G20. These areas either present significant potential for promoting positive perceptions of Switzerland or are associated with an increased need for communication.

Switzerland's communication abroad is one of the thematic priorities defined under its Foreign Policy Strategy. As an interest-led mission, it makes a very real contribution to safeguarding Switzerland's interests abroad. Planning and implementing needs-based communications initiatives promote nuanced perceptions and encourage decisions that are favourable to Switzerland.

Presence Switzerland is responsible for implementing the Federal Act on the Cultivation of Switzerland's Image Abroad and the Strategy for Communication Abroad, working closely with the external network and relevant public and private sector stakeholders.

Switzerland's communication abroad uses a range of well-established instruments, platforms and channels.

Monitoring and analysis

To help establish a strategic basis for communication abroad, global perceptions of Switzerland are monitored and analysed to identify topics that have received significant coverage (either positive or negative) or are associated with an increased need for communication, and to detect potential threats to Switzerland's image early on.

The methods include systematically monitoring foreign press coverage and views expressed on social media regarding Switzerland, conducting surveys to track changes in Switzerland's image abroad (e.g. Presence Switzerland's Image Monitor), and reviewing international studies. The results are presented in the form of analyses. If required, Presence Switzerland undertakes special analyses for other federal offices regarding certain issues and events that could have a major impact on perceptions of Switzerland.

Projects involving the external network

The Swiss representations are key partners and disseminators of information ('multipliers') in implementing and strengthening Switzerland's communication abroad. Presence Switzerland provides advice and assistance to the external network in planning, developing and implementing appropriate communication projects, which are tailored to the country concerned, and funds such projects either in whole or in part. It also encourages representations to share ideas and best practice.

Projects for the external network are based on country-specific communications strategies which are defined by the representations in cooperation with relevant partner organisations. These strategies are based on the Strategy for Communication Abroad and geared to the local context. This ensures consistency across all communication projects abroad, while giving representations the flexibility to localise communications.

Foreign delegations

Despite the multiple online channels and platforms available, there is no substitute for going on a study trip and visiting Switzerland in person. Extending invitations to foreign delegations allows them to experience Switzerland first-hand and enables key issues and messages to be targeted at opinion formers from politics, business and science and the foreign media. This gives small groups a direct experience of Switzerland, enabling them to meet face-to-face and share ideas. In addition to communicating Switzerland's strengths, it is also possible to explore more sensitive topics in greater depth and explain particular stances taken by Switzerland. Between 25 and 30 delegations, comprising around 400 participants, travel to Switzerland annually.

Platforms at international events

Presence Switzerland arranges for Switzerland to be present at major international events, for example the Swiss Pavilion at World Expos, including Expo 2025 in Osaka, and the House of Switzerland at the Olympics and Paralympics, e.g. the 2026 Milan Cortina Olympic Winter Games. These high-profile events provide effective platforms for reaching broad audiences and cultivating and deepening relations with the host country. They provide a platform for Presence Switzerland's communications campaigns and allow it to communicate thematic priorities as appropriate in the context. The Federal Council and Parliament are responsible for making decisions on whether the Olympic and Paralympic Games or World Expos should be used for Switzerland's communication abroad.

The House of Switzerland is a temporary venue, which is used at other international events or in strategically important neighbouring regions, to showcase Switzerland in cooperation with partners from politics, business, academia and culture. Since 2019, the House of Switzerland has also provided a platform for communication and networking between Swiss delegations and international guests and partners at the annual World Economic Forum in Davos.

Online communication

Digital media is becoming increasingly important, enabling Switzerland to reach a wide audience and to target its communications. Presence Switzerland uses various webpages and social media channels to disseminate digital content about Switzerland. Information on Switzerland is provided on About Switzerland, while information on events is published on the House of Switzerland website. Information on key strategic topics, such as innovation, is also published on the ‘swiss.tech’ platform.

Presence Switzerland is the centre of expertise for social media communications, providing advice and training courses in online communications to the representations. Alongside the four social media hubs in Buenos Aires, Singapore, Abu Dhabi and Abidjan, the external network is building its digital capacity, with relevant content increasingly being posted on social media.

Communication products

Promotional products, such as brochures and customised giveaways, are used to raise awareness about Switzerland, showcase its diversity and highlight its positive aspects. In addition to the basic product range, special products may be created for specific events and audiences. Some ready-made products are also available, which are a cost-efficient way for Swiss representations abroad to convey certain priority concerns in their host country.

The broad product range assists Swiss representations in fulfilling their remit to provide information and to cultivate networks. Communications products are also used at major international events. These products are also available for federal offices in Switzerland, which have dealings with other countries, to hand out to foreign delegations and at international events.

Documents

Contact

Presence Switzerland – PRS
General Secretariat GS-FDFA
Effingerstrasse 27
3003 Bern