Switzerland Tourism Welcomes as its New Friendship Ambassador for India

Switzerland Tourism names Indian cricketer Jemimah Rodrigues as its new Friendship Ambassador for India, strengthening its connection with younger Indian travellers. Announced in Bengaluru, the partnership will promote year-round tourism, outdoor adventures, cultural experiences and lesser-known destinations while encouraging visitors to explore Switzerland beyond its traditional tourist attractions.

Switzerland Tourism Appoints Jemimah Rodrigues to Attract a New Generation of Indian Travellers

Switzerland Tourism has appointed Indian cricketer Jemimah Rodrigues as its new Friendship Ambassador for India, introducing a fresh approach to promoting the European destination among younger Indian travellers. The announcement was made in Bengaluru on 16 October 2026, in the presence of Switzerland Tourism CEO Martin Nydegger, tourism industry representatives and members of the media.

The partnership aims to strengthen Switzerland’s position in the Indian outbound tourism market by highlighting experiences beyond its established attractions. Through the campaign, Rodrigues will explore Switzerland across different seasons, introducing Indian audiences to its natural landscapes, cultural heritage, outdoor activities and modern cities.

The appointment also reflects changing travel preferences among Indian tourists, particularly younger visitors who increasingly seek independent journeys, adventure activities and meaningful local experiences.

India Remains a Key Tourism Market for Switzerland

India is among Switzerland Tourism’s ten leading source markets, making it an important contributor to the country’s international visitor economy.

Switzerland has traditionally attracted Indian holidaymakers through its Alpine scenery, romantic destinations, family-friendly attractions and strong association with Indian cinema.

However, tourism preferences are expanding beyond conventional sightseeing. Travellers are showing greater interest in regional exploration, outdoor recreation, cultural activities and holidays that combine cities with mountain destinations.

Martin Nydegger, CEO of Switzerland Tourism, emphasised the importance of India’s contribution to year-round tourism, particularly in Switzerland’s mountain regions.

He explained that Indian travellers are increasingly confident and interested in personalised experiences. Rodrigues was selected because of her ability to connect with younger audiences and communicate the destination’s appeal through her own experiences.

The campaign is expected to introduce a broader range of Swiss destinations to Indian travellers while maintaining the country’s established reputation for scenic holidays.

Jemimah Rodrigues Begins Her Swiss Journey in Interlaken and Zurich

The announcement coincided with the release of a campaign trailer documenting Rodrigues’ experiences in Interlaken and Zurich.

In Interlaken, she participated in a jetboat excursion, explored traditional Swiss chocolate-making and visited Ballenberg, an open-air museum showcasing Switzerland’s rural heritage.

Her journey also included Jungfraujoch, where she experienced snow for the first time against the backdrop of the Swiss Alps.

These activities demonstrate how visitors can combine adventure tourism, cultural attractions and mountain experiences within one itinerary.

The campaign subsequently followed Rodrigues to Zurich, presenting the city’s contemporary lifestyle and recreational opportunities.

She explored the city through running and electric cycling, experienced its waterways aboard an electric boat and enjoyed outdoor leisure activities.

The itinerary highlights Zurich’s combination of urban attractions, accessible natural spaces and active travel experiences.

Swiss Public Transport Takes Centre Stage in Tourism Campaign

Switzerland’s integrated public transport network is another important feature of the campaign.

Rodrigues travelled between destinations using Swiss public transport, demonstrating how visitors can explore cities, mountain regions and cultural attractions without relying exclusively on private vehicles.

The campaign also highlights travel flexibility for different visitor groups, including independent travellers, families and siblings travelling together.

For Indian tourists planning multi-destination holidays, convenient transport connections can simplify itineraries and make regional exploration more accessible.

By incorporating public transport into the campaign, Switzerland Tourism is promoting a practical approach to discovering more of the country.

Travel Better Campaign Encourages Longer Stays and Regional Exploration

The partnership supports Switzerland Tourism’s Travel Better philosophy, which encourages visitors to stay longer, travel throughout the year and explore destinations beyond the most frequently visited attractions.

Christian Schoch, Director India at Switzerland Tourism, said the association would help showcase Switzerland’s diversity across different seasons and regions.

Rather than concentrating exclusively on famous destinations, the campaign will introduce lesser-known locations alongside established tourism highlights.

Rodrigues will continue exploring Switzerland during spring, summer, autumn and winter, demonstrating how different weather conditions create distinct travel opportunities.

This approach supports Switzerland Tourism’s wider objective of encouraging more balanced visitor movement across destinations and seasons.

Switzerland Strengthens Its Appeal Among Young Indian Tourists

The appointment of Rodrigues represents a new phase in Switzerland Tourism’s promotional strategy for India.

By working with a prominent Indian sports personality, the organisation aims to connect with younger audiences through relatable travel experiences.

The campaign combines adventure, culture, city exploration and public transport to present Switzerland as a destination suitable for different travel styles.

As the partnership develops, Switzerland Tourism will continue using Rodrigues’ experiences to encourage Indian travellers to discover more regions and consider holidays throughout the year.

Switzerland Tourism’s partnership with Jemimah Rodrigues marks a significant step towards attracting younger Indian travellers. By highlighting seasonal adventures, cultural attractions, sustainable transport and lesser-known destinations, the campaign aims to strengthen Switzerland’s tourism appeal, encourage longer holidays and inspire Indian visitors to experience the country beyond familiar landmarks.