Switzerland Tourism Names Jemimah Rodrigues India Ambassador

Appointment Announced in Bengaluru

Switzerland Tourism has appointed Indian cricketer Jemimah Rodrigues as its new Friendship Ambassador for India. The announcement took place in Bengaluru on 15 October 2026, with Martin Nydegger, CEO of Switzerland Tourism, present.

This partnership aims to connect with younger Indian travellers and promote a broader range of Swiss experiences beyond the country's most recognised tourist attractions. The initiative highlights India's significance as one of Switzerland Tourism's top 10 international source markets, underscoring its contribution to the destination's global tourism sector.

Showcasing Year-Round and Diverse Travel

Under this association, Rodrigues will explore Switzerland throughout its four distinct seasons, presenting various regions, cultural activities, outdoor pursuits, and lesser-known destinations to Indian audiences.

Martin Nydegger, CEO of Switzerland Tourism, stated that long-haul markets such as India are crucial for strengthening year-round tourism, particularly in Switzerland's mountain areas. He added that Indian travellers are increasingly seeking more personal and authentic travel experiences, which this campaign intends to address by diversifying the appeal of Swiss holidays.

'Travel Better' Philosophy for Indian Visitors

The new campaign is designed to build upon Switzerland's enduring popularity among Indian travellers while adapting to evolving preferences for more customised, active, and immersive holidays.

It also seeks to introduce Switzerland Tourism's 'Travel Better' philosophy to the Indian market, encouraging visitors to extend their stays, explore more regions, and engage with activities beyond the usual well-known sites.

Christian Schoch, Director India for Switzerland Tourism, noted that the collaboration would help display the destination's seasonal and regional diversity, including experiences outside its established highlights. He explained that this aligns with the organisation's focus on inspiring travellers to venture further and uncover less explored parts of the country.

Campaign Trailer Features Interlaken and Zurich

A campaign trailer, launched alongside the announcement, features Rodrigues exploring key Swiss locations. In Interlaken, she is shown participating in a jetboat ride, making Swiss chocolate, visiting Ballenberg, Switzerland’s open-air museum, and experiencing snow at Jungfraujoch.

In Zurich, the campaign presents a contemporary urban experience, with Rodrigues engaging in activities such as running, e-biking, e-boating, and enjoying a picnic. Swiss public transport is a recurring element, emphasising connections between cities, mountain destinations, and other regions.

This trailer marks the initial phase of a broader campaign that will follow Rodrigues through spring, summer, autumn, and winter, combining popular attractions with less traditional experiences. Rodrigues expressed her anticipation of exploring Switzerland beyond the familiar and sharing these new activities with audiences in India.

Implications for Indian Travel Preferences

The appointment of Jemimah Rodrigues reflects a growing trend among tourism boards to utilise public figures and digital storytelling to connect with younger audiences and present destinations through diverse activities rather than conventional promotional methods.

For Indian travellers, this campaign aims to redefine Switzerland as a year-round destination offering a wide array of activities beyond traditional itineraries. It encourages visitors to combine outdoor adventures, cultural engagements, city breaks, and regional exploration within a single trip, facilitated by the country’s public transport network.

This approach provides concrete options for Indian travellers seeking more varied and personalised holidays in Switzerland, moving beyond a single-season or single-focus visit.