Jemimah Rodrigues Appointed as Switzerland Tourism’s Friendship Ambassador for India, ETTravelWorld

Switzerland Tourism has named Indian cricketer Jemimah Rodrigues as its new Friendship Ambassador for India, as the destination looks to engage younger Indian travellers and promote experiences beyond its traditional tourism highlights.Announced in Bengaluru on October 15 in the presence of Martin Nydegger, CEO, Switzerland Tourism, the association will see Rodrigues explore Switzerland across all four seasons, showcasing its different regions, cultural experiences, outdoor activities and lesser-known destinations to Indian audiences.India is among Switzerland Tourism’s top 10 source markets, making it an important contributor to the destination’s international tourism business. The new campaign seeks to build on the country’s long-standing popularity among Indian travellers while responding to changing preferences for more personalised, active and immersive holidays.“Long-haul markets such as India have an important role to play in strengthening year-round tourism in Switzerland, especially in our mountain regions,” Nydegger said, adding that Indian travellers are increasingly looking for experiences that feel personal and authentic.The association is also intended to bring Switzerland Tourism’s ‘Travel Better’ philosophy to Indian audiences, encouraging visitors to stay longer, explore more regions and discover experiences beyond familiar attractions.Christian Schoch, Director India, Switzerland Tourism, said the partnership would help showcase the destination’s diversity across seasons and regions, including experiences beyond its established highlights. He said the initiative aligns with the organisation’s focus on encouraging travellers to explore further and discover lesser-known parts of the country.The campaign trailer, launched alongside the announcement, follows Rodrigues through Interlaken and Zurich. In Interlaken, she tries a jetboat ride, participates in Swiss chocolate-making and visits Ballenberg, Switzerland’s open-air museum, before travelling to Jungfraujoch, where she experiences snow against an alpine backdrop.In Zurich, the campaign presents a contemporary urban experience, with Rodrigues exploring the city by running, e-bike and e-boat, alongside a picnic. Swiss public transport is a recurring element of the journey, highlighting connections between cities, mountain destinations and other regions.The trailer is the first instalment of a wider campaign that will follow Rodrigues through spring, summer, autumn and winter, with a mix of well-known attractions and lesser-explored experiences.For Switzerland Tourism, the focus is on presenting the destination as more than a seasonal or single-itinerary holiday. The campaign aims to demonstrate how travellers can combine outdoor activities, cultural experiences, city breaks and regional exploration within one trip, while using the country’s public transport network to move between destinations.Rodrigues said the association offered an opportunity to discover Switzerland beyond the places and experiences already familiar to Indian visitors. She said she was looking forward to exploring different locations, trying new activities and sharing those experiences with audiences in India.The appointment comes as tourism boards increasingly use personalities and digital storytelling to connect with younger audiences and present destinations through experiences rather than conventional destination-led promotion. For Switzerland Tourism, Rodrigues’ journey will be used to communicate the destination’s year-round appeal and encourage Indian travellers to explore a wider range of its offerings.