Swiss Hiking Trails Launches New Donor Campaign
Four million people go hiking in Switzerland—but very few know who makes it all possible. With a new fundraising campaign, Swiss Hiking Trails is highlighting what keeps this popular leisure activity going.
Hiking is the most popular sporting activity in Switzerland—and yet only a small portion of the population is familiar with the organization that makes the network of more than 65,000 kilometers of marked hiking trails possible. Swiss Hiking Trails is therefore launching a new fundraising campaign designed to raise awareness of the financial and technical effort behind the hiking trail infrastructure.
Funding Largely from Private Sources
Although hiking is free, maintaining the trail network incurs significant costs. Nearly 70 percent of the Central Association’s funding comes from patronage and donations from private individuals. The government contributes only a small portion: «Government contributions account for just under eight percent,» explains Evelyne Zaugg, who heads the fundraising and support division at Swiss Hiking Trails. Contrary to a widespread misconception, government funding is by no means the association’s main source of support.
Andrea Boillat, head of marketing at the umbrella organization, describes another challenge: «Our work to ensure a safe and attractive hiking trail infrastructure is often taken for granted. Many people are unaware of the significant effort that goes into it.» The new campaign aims to change that and show that well-maintained and comprehensively signposted hiking trails are no accident, but rather the result of dedication, expertise, and financial solidarity.
Real Community at the Heart of Swiss Hiking Trails' Donor Campaign
The campaign doesn’t feature models, but rather real hikers from the Swiss Hiking Trails community. They pose against picturesque backdrops and are depicted alongside eye-catching slogans. The five different images highlight the diversity of hiking: different regions, seasons, and personalities. The goal is to foster a sense of connection and motivate more people to support the association.
The range of activities co-funded by donor contributions is broad: Swiss Hiking Trails develops technical guidelines, trains specialists, and provides financial support for construction and maintenance projects on the hiking trail network. In addition, the organization provides hiking suggestions, feature articles, safety tips, advocates for the sector in the political arena, and advises cantonal officials. «Without the help of our supporters, we would not be able to carry out our work in quality assurance and the further development of hiking trails to the same extent,» emphasizes Evelyne Zaugg.
Concept by the Bern-based agency Bold
The campaign launched on May 18, 2026, and is being rolled out nationwide in Switzerland, primarily through digital channels. It is specifically aimed at hiking enthusiasts who wish to make a long-term commitment to preserving the hiking trail infrastructure. The concept and graphic design were created by the Bern-based communications agency Bold.
For more information about the association and patron membership, visit https://www.schweizer-wanderwege.ch.
Responsible at Schweizer Wanderwege: Andrea Boillat, Campaign Manager, Head of Marketing and Communications; Evelyne Zaugg, Technical Support, Head of Fundraising and Support. Concept and graphic design: Bold
