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Covid-19 has dented Switzerlandâs âperfectâ image abroad
Swiss citizens light 9,200 candles in front of the federal parliament building in Bern on February 21, 2021 to commemorate the people who have died in Switzerland due to Covid-19. Keystone / Peter Schneider
Switzerlandâs reputation as a âperfect, well-organisedâ country took a hit during the pandemic, especially after the second wave in late autumn, according to the head of the countryâs branding agency.
This content was published on March 1, 2021 - 12:00
March 1, 2021 - 12:00
Keystone-SDA/sb
Speaking to the Le Nouvelliste newspaperExternal link on Monday, Nicolas Bideau, director of Presence Switzerland, said the authorities had been voted âtop of the class  for coping with the first wave in spring and coming out of the crisis well compared to negative headlines regarding other countries.
Switzerland s image abroad in 2020 Federal Department of Foreign Affairs Bern, 21.12.2020 - In 2020, Switzerland drew less attention from foreign media than in the previous year. Media coverage focused on fewer topics, in particular
Switzerland s handling of the COVID-19 pandemic and the debate about the Office of the Attorney General. Switzerland continues to enjoy a high reputation internationally. In the Nation Brands Index (NBI), which compares the public image of 50 countries, Switzerland achieved a very good seventh place. As in previous years, brand Switzerland once again featured in foreign films and series.
An analysis of Switzerland s image abroad conducted by Presence Switzerland, which is part of the Federal Department of Foreign Affairs (FDFA), shows that in 2020 Switzerland received significantly less coverage from the foreign media than in previous years. Attention focused particularly on the COVID-19 pandemic. The image conveyed of
Switzerland aims to convey positive global image
Switzerland is keen to point out that it has more to offer than mountains and lakes. Keystone / Laurent Gillieron
Switzerland wants to sharpen the way it conveys its image to the rest of the world and so help safeguard its interests abroad. The government will also lay down rules for choosing the right partners for its communications policy.
This content was published on December 18, 2020 - 16:26
December 18, 2020 - 16:26
swissinfo.ch/mga
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These are innovation, the economy, Swiss-European relations, the Swiss financial centre and sustainability.
Among the measures is a recently launched websiteExternal link to promote its financial centre to the rest of the world. A new House of SwitzerlandExternal link will also open in Stuttgart, Germany, run by Presence SwitzerlandExternal link, the unit of the foreign ministry in charge of promoting Switzerland’s image abroad.
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