Switzerland Tourism has appointed Indian cricketer Jemimah Rodrigues as its Friendship Ambassador for India, bringing a familiar sporting personality into its efforts to attract a younger generation of Indian travellers.
Announced in Bengaluru on October 15, 2026, in the presence of Switzerland Tourism CEO Martin Nydegger, the partnership will showcase Switzerland’s landscapes, cities, cultural experiences and outdoor activities across all four seasons.
The campaign aims to encourage Indian visitors to look beyond the country’s traditional tourist attractions and explore lesser-known destinations, regional experiences and seasonal activities. It also supports Switzerland Tourism’s broader ambition to promote year-round travel rather than concentrating visitor numbers during the conventional summer holiday period.
Why Switzerland Tourism Chose Jemimah Rodrigues
Switzerland has enjoyed a longstanding connection with Indian travellers, partly influenced by Bollywood films, honeymoon holidays and the country’s familiar images of snow-covered mountains and scenic railway journeys.
The new partnership seeks to build on that familiarity while connecting with younger audiences who increasingly look for personalised, active and experience-led holidays.
Rodrigues will explore different parts of Switzerland and share her experiences with Indian audiences through a campaign covering spring, summer, autumn and winter.
Martin Nydegger said the partnership reflects the importance of international markets such as India in strengthening year-round tourism, particularly in Switzerland’s mountain regions.
Christian Schoch, Director India at Switzerland Tourism, also highlighted the opportunity to introduce Indian travellers to destinations and experiences beyond the country’s established tourist attractions.
Interlaken: Adventure, Chocolate and Alpine Experiences
The first campaign trailer follows Rodrigues through Interlaken, introducing several experiences that combine adventure, cultural heritage and alpine scenery.
Some of the activities featured include:
Jetboat ride: Rodrigues tries a jetboat experience around Interlaken, offering a different way to explore the region’s lakes and mountain surroundings.
Swiss chocolate-making: The campaign introduces her to Switzerland’s chocolate-making culture through a hands-on experience.
Ballenberg Open-Air Museum: She visits Ballenberg, an open-air museum showcasing traditional Swiss buildings, architecture and rural heritage from different regions of the country.
Jungfraujoch: One of the most recognisable alpine destinations in Switzerland, Jungfraujoch offers high-altitude mountain views and snow-covered landscapes. Rodrigues experiences snow during this part of the journey.
The combination gives viewers a glimpse of Switzerland beyond conventional sightseeing, bringing together outdoor activities, local culture and mountain tourism.
Zurich: A More Active Side of Switzerland
The campaign also explores Zurich, presenting a more contemporary and urban side of Switzerland.
Rodrigues discovers the city through a series of activities, including running, e-bike riding and an electric boat excursion. The journey also includes a picnic, highlighting the city’s relationship with outdoor spaces and the surrounding natural environment.
Zurich’s inclusion broadens the campaign beyond the mountains, showing how visitors can combine urban exploration with outdoor recreation.
Swiss public transport is another recurring feature throughout the trailer. The campaign highlights how travellers can use the country’s transport network to connect cities, mountain destinations and different regions without limiting their holiday to one location.
Why Switzerland Wants More Indian Visitors Throughout the Year
India is among Switzerland Tourism’s top 10 international source markets, making it an important contributor to the country’s tourism business.
However, Indian travel to Switzerland has traditionally been concentrated between April and June, reflecting school holidays and summer travel preferences.
The partnership with Rodrigues is intended to encourage visitors to consider other seasons, especially autumn and winter, when Switzerland’s mountain regions offer different landscapes and experiences.
This includes opportunities to explore seasonal scenery, outdoor activities, regional food and cultural experiences that may receive less attention in conventional summer itineraries.
By showcasing all four seasons, Switzerland Tourism hopes to encourage travellers to consider longer holidays and visit more than the familiar destinations.
The ‘Travel Better’ Philosophy
The partnership also supports Switzerland Tourism’s Travel Better philosophy, which encourages visitors to spend more time in the country, explore different regions and discover destinations beyond the most popular tourist locations.
For Indian travellers, this could mean combining established destinations such as Zurich and Interlaken with smaller towns, cultural attractions and less familiar mountain regions.
The approach also reflects a broader shift in tourism marketing. Rather than focusing exclusively on famous landmarks, destination campaigns are increasingly using personal stories, local experiences and activities to help travellers imagine what a holiday could look like.
Rodrigues’ journey will continue across the four seasons, allowing audiences to see how Switzerland changes throughout the year.
A New Connection Between Indian Cricket and Swiss Tourism
Switzerland has long been part of India’s travel imagination through cinema, family holidays and scenic mountain journeys. The appointment of Jemimah Rodrigues brings a sporting connection into that relationship.
Her campaign is designed to introduce a younger audience to a wider range of Swiss experiences, from alpine adventures and chocolate-making to urban exploration and regional travel.
For Switzerland Tourism, the partnership is an opportunity to promote the country as a year-round destination. For Indian travellers, it offers a fresh perspective on a familiar holiday destination and encourages exploration beyond the traditional Switzerland itinerary.
