Fusion in national marketing enters the consultation phase
The federal government-funded promotion of Switzerland abroad is to be consolidated into a single organization. The goal is to establish a unified brand strategy and to effectively promote Switzerland’s strengths abroad.
The marketing of Switzerland abroad financed by the Confederation is to be consolidated in a single organization. The aim is to achieve uniform brand management and the targeted promotion of Switzerland's advantages abroad. To this end, the Federal Council opened the consultation process on the merger of Presence Switzerland, Switzerland Tourism and Location Switzerland on Wednesday. The plan is to transform them into a federal agency under public law. According to a press release, this would avoid duplication in terms of content and operations. However, the Federal Council is refraining from creating a super organization that would also include the foreign trade organizations. The organizations active in the field of foreign trade are to be brought together in a separate foreign trade company. However, new provisions are not necessary for such a step.
Presence Switzerland, Switzerland Tourism and Location Switzerland currently have a combined budget of around CHF 60 million. In a motion submitted to the National Council, savings of 20 percent in administrative costs were demanded. These currently amount to 8.75 million. However, as the reorganization will also cost money, the savings target will only be achieved after the reorganization. The pooling of resources is a long-standing concern of Parliament. The consultation process will last until December 21.
Presence Switzerland, Switzerland Tourism and Location Switzerland currently have a combined budget of around CHF 60 million. In a motion submitted to the National Council, savings of 20 percent in administrative costs were demanded. These currently amount to 8.75 million. However, as the reorganization will also cost money, the savings target will only be achieved after the reorganization. The pooling of resources is a long-standing concern of Parliament. The consultation process will last until December 21.
