Promotion of Switzerland at three major international events in France, Kazakhstan and South Korea
Bern, 22.04.2015 - The Federal Council has decided to promote Switzerland through the presence of a House of Switzerland during the 2016 UEFA European Football Championship in France and the 2018 Winter Olympics in South Korea. Furthermore, the Federal Council has approved participation in the 2017 World Expo in Kazakhstan. The aim is to present Switzerland’s capacity for innovation to a wide international audience and promote Switzerland's interests.
In parallel to the upcoming opening of Expo Milano 2015 at the start of May, Switzerland is already making preparations for its official presence at three future international events. In today's decision, the Federal Council has mandated Presence Switzerland (PRS), part of the Federal Department of Foreign Affairs (FDFA), to promote Switzerland in the context of the country's participation in the 2016 UEFA European Football Championship in France, the 2017 World Expo in Kazakhstan and the 2018 Winter Olympics in South Korea. The Federal Council has earmarked CHF 9 million in funds to this end. Participation surrounding the various events will follow the principle of public-private partnership, which will generate sponsorship revenue for the Confederation.
In light of Switzerland's effective promotional activities during the 2014 World Cup in Brazil, a House of Switzerland in the heart of Paris will be used to present the country during the 2016 European Football Championship in France (10 June – 10 July 2016). Presence at this event will help further enhance the close bilateral relations that Switzerland and France enjoy; the "House of Switzerland Paris 2016" will provide a promotional platform not only for sport, but also for the Swiss business and culture sectors. A special focus will be placed on young people in both countries – the House of Switzerland being designed to connect the younger generations. Qualification by the Swiss national football team for the final championship tournament is a precondition for Switzerland’s promotional presence in Paris. The operational budget of CHF 1 million will be covered by partners and internal FDFA funds, with no increase in expenditure for the Confederation.
From 10 June to 10 September 2017 a World Expo on the theme of "Future Energy" will take place in Astana, the capital of Kazakhstan. By taking part in the expo, Switzerland intends to communicate its expertise and innovation in the energy sector and focus attention on its responsible approach to utilising natural resources. Because of its economic potential, Kazakhstan is also an interesting destination for Swiss businesses. Switzerland's participation in the World Expo will provide them with an attractive opportunity to introduce themselves and their products to a wide audience. Switzerland's budget for participation is CHF 4.7 million. The net expenditure for the Confederation after deduction of partner contributions is estimated to be CHF 3.15 million.
Finally, the Olympic Winter Games will take place from 9 to 25 February 2018 and the Paralympic Games from 9 to 18 March 2018 in Pyeongchang (South Korea). Switzerland first developed the House of Switzerland concept in 2004 as a platform for Swiss sport and international communication during Olympic Games. The “House of Switzerland South Korea 2018” will be a place for the Swiss Olympic team to meet and celebrate, and will act as a base for communication. Furthermore, the Confederation and its partners from business, academia and tourism will be able to promote Switzerland to South Korean and international audiences as an enthusiastic sporting nation, a place for innovation and an attractive tourist destination. The budget for Switzerland's promotional presence at the games is CHF 3.3 million. The net expenditure for the Confederation after deduction of partner contributions is estimated to be CHF 2.2 million.
International events such as the World Expo and major sporting events attract a great deal of public and media interest from around the world. Experiences at the Shanghai World Expo (2010), the Olympic Games in London (2012) and Sochi (2014) and the World Cup in Brazil (2014) have demonstrated that the Swiss Confederation and its partners can benefit from this attention to present Switzerland and its strengths in their best light to a wide audience, promote their interests in the international arena and foster relations.
Address for enquiries
Nicolas Bideau
Head of Presence Switzerland
Tel. +41 79 667 69 15
nicolas.bideau@eda.admin.ch
Federal Department of Foreign Affairs FDFA
FDFA Information
Tel. +41 58 462 31 53
Publisher
The Federal Council
https://www.admin.ch/gov/en/start.html
Federal Department of Foreign Affairs
https://www.eda.admin.ch/eda/en/home.html
