Roger Federer and Halle Berry brighten up the Swiss fall

For the second time, Roger Federer is working with Switzerland Tourism (ST) to showcase the beauty of the Swiss autumn. This is already the fifth joint campaign between the two partners. This year, brand ambassador Roger Federer is inviting an internationally renowned US actress to join him in celebrating the beauty of Swiss autumn. Halle Berry, who won an Oscar in 2002 for "Monster's Ball", first became famous through her acting career and later starred in blockbusters such as "Die Another Day", the "X-Men" series and "Catwoman". In the new film "Beautiful Autumn", which is destined for ST priority markets such as the USA, the UK, Germany, India, South East Asia and Japan, Halle Berry repeatedly makes clever evasive maneuvers: she has fallen so much in love with Switzerland that she does everything she can to secretly delay filming so that she can stay here longer.

Travel better, travel longer

The humorous clip in the style of a "making-of", staged by German-Swiss director Marc Forster, alternates between interview sequences with the tennis star and scenes filmed in unusual locations, for example in a panoramic gondola lift, a vintage post bus or on a boat. "The film shows the strength of the Swiss autumn: longer stays, higher quality, more conscious travel - the essence of Travel Better", emphasizes André Hefti, CMO of ST. To increase the attractiveness of the fall, ST is offering special offers for the Swiss Travel Pass throughout the campaign in collaboration with Travel Switzerland. With this promotion, foreign guests can unlimited and comfortable travel in 1st class on all public transport in Switzerland.

An (off)season on the upswing

Overnight stays in the hotel industry confirm that autumn is increasingly establishing itself as an important travel season for tourism in Switzerland thanks to its mild climate and colorful landscapes. Hotel overnight stays between September and November have risen by 10.3 % in the last five years (from 2019 to 2024), which is stronger growth than for all months of the year in the same period (+7.1 %).

Between 2019 and 2024, all regions benefited from this growth, particularly the mountain regions with an increase of 8.2 % in Graubünden (+66,729 overnight stays) and 8.5 % in Valais (+60,762 overnight stays). While the Swiss continue to be the driving force behind this development with an increase of 17 % over five years (+707,970 overnight stays), international guests are also contributing to this trend with an increase in overnight stays of 4.3 % (total abroad) and 4 % (Eurozone). The strongest increase in overnight stays was recorded by tourists from the United States (+34.8 % / +213,005 overnight stays)*.

Review:

Since 2021, the former tennis ace has been presenting Switzerland's touristic advantages with humor and elegance.

2021: "No Drama"

Roger makes a memorable appearance alongside Robert De Niro, whom he tries to win over for his film project about Switzerland. But De Niro turns him down because Switzerland is too perfect and not dramatic enough for his acting. This first clip with two world-famous stars goes around the world and, with 53 million views, creates an extraordinary international echo for Switzerland, especially in the aftermath of the Covid pandemic, when people from all over the world are dreaming of traveling again.

2022: "No one upstages the Grand Tour of Switzerland"

Roger finally realizes his dream: to make a film about Switzerland, this time in the company of Anne Hathaway. But the two stars are completely overshadowed by the real hero of the script: the Grand Tour of Switzerland, a 1643-kilometre round trip through the country's most beautiful regions. The clip, which celebrates touring tourism, is at the heart of a campaign to extend the length of stay. In 2023, almost 44 % of foreign visitors already spent their vacations at two or more Swiss destinations**.

2023: "Grand Train Tour of Switzerland, the Ride of a Lifetime"

Roger is back on the set of a promotional clip for train travel in Switzerland, now with actor Trevor Noah. The duo mix up the platform and board a panoramic train on the route of the Grand Train Tour of Switzerland. A "mistake" that gives them a wonderful journey, because in Switzerland "you're never on the wrong train". This journey will inspire many, as sales of the Swiss Travel Pass (GA Travelcard for foreign travelers) will increase by 15 % in 2024 compared to 2023, especially for the Travel Pass with one month's validity (+53 %)***.

2024: "Falling for Autumn"

In the fairytale autumn scenery of the mountains, Roger and the entire film crew wait in vain for his film partner, Danish actor Mads Mikkelsen, who is busy literally becoming one with nature. This clip is the culmination of the biggest international campaign ST has ever run to promote fall residencies. Between 2017 (the last year without specific autumn marketing) and 2024, overnight stays in autumn increased by 14.5 % (Switzerland: +21.7 %, Eurozone: +5.5 %, total abroad: +8.2 %)*.

Switzerland Tourism is a federal corporation under public law and is tasked with promoting tourism demand for Switzerland as a vacation, travel and conference destination in Switzerland and abroad. The focus is on the development and implementation of effective marketing programs and the profiling of Switzerland's strong, classic and modern tourism brand both nationally and internationally. ST works in close cooperation with the tourism industry, which contributes around half of the budget. The other half consists of federal funds. The organization works in a customer and market-oriented manner and is managed according to business management criteria. ST is present in 22 markets worldwide with around 280 employees (255 FTEs), spread across 36 offices.