President of the Swiss Confederation humorously promotes Switzerland as a vacation destination
In the run-up to the UEFA Women's EURO 2025, President of the Swiss Confederation Karin Keller-Sutter surprises fans and teams with a video message: "In Switzerland, even if you lose, you win." The message is part of Switzerland Tourism's campaign for the European Championships and is attracting international attention.
What do Karin Keller-Sutter and Roger Federer have in common? They are both promoting Switzerland as a vacation destination with Switzerland Tourism ST. With a wink, the President of the Swiss Confederation welcomes the 16 teams and their fans to Switzerland - in English, filmed in the Federal Palace. The message: even if you lose in sport, you gain time for lakes, mountains and cities - or in Keller-Sutter's words: "Even if you lose, you win".
The Switzerland Tourism video is currently spreading internationally via social media, media houses, players and even embassies. When asked about the video, Swedish national team coach Peter Gerhardsson replied to Aftonbladet: "Absolutely not. We are there to win games."
The message of greeting marks a first for Switzerland as a tourist destination and is "one of many highlights of ST's Europe-wide destination marketing for the UEFA Women's EURO 2025", as it says. "This commitment by the national government is a strong signal for the joy of sports culture - and presents Switzerland with a great deal of humor as a cosmopolitan, hospitable dream destination," explains Martin Nydegger, Director of Switzerland Tourism. With the active commitment of the President of the Swiss Confederation, official Switzerland is also underlining the growing importance of the European Football Championship and wants to give women's football the biggest possible stage.
