After an unparalleled tennis career, Roger Federer retired from top-level tennis last year. But he has continued to act as a brand ambassador for Switzerland Tourism (ST). This makes sense, since Roger Federer was – and will continue to be – not only Switzerland’s greatest sportsman, but also its best ambassador. 

After having collaborated on screen with Robert De Niro in 2021 and Anne Hathaway in 2022, the ST brand ambassador will once again receive support in front of the camera this year. His co-star for the 2023 campaign will be Trevor Noah, a comedian, best-selling author, producer, and philanthropist, who, like Roger Federer, is half Swiss, half South African. The team behind the camera is also first-class: the film was directed by the British director Tom Hooper, who won an Oscar for his film ‘The King’s Speech’ back in 2011. The film positions Switzerland as an attractive travel destination, with a focus on rail travel. Watch it here on YouTube. 

A look back at the past two years, in which he has set new standards for national tourism advertising together with ST, is all the proof you need to see that this is the case. In the ‘YouTube Ads Leaderboard’, presented as part of Cannes Lions 2022, ST’s film ‘No-one upstages the Grand Tour of Switzerland’, which promotes the Grand Tour of Switzerland together with stars Roger Federer and Anne Hathaway, took second place – just behind Samsung and ahead of Omega, Amazon, Netflix and Apple. This makes it the most successful tourism advertising spot worldwide. The clip was released in April 2022 and has since amassed more than 103 million views to date.

Swiss Travel Pass. 

The Swiss Travel Pass all-in-one ticket from STS^[1] is the key to the Swiss public transport network for visitors from abroad. With a single ticket, travellers can explore the whole of Switzerland by train, bus and boat over three, four, six, eight or 15 days. More specifically, this means unlimited travel by train, bus and boat in the area of validity, unlimited use of public transport in more than 90 towns and cities, free admission to more than 500 museums, included mountain excursions to the Rigi, Stanserhorn and Stoos, and much more. Further information on the Swiss Travel Pass can be found here.

And to give guests even more time to explore the most beautiful places in Switzerland along the Grand Train Tour of Switzerland, there is a global Swiss Travel Pass promotion once again this year. As part of a special offer, from 15 April to 14 May 2023, up to two additional travel days will be added free of charge when buying an eligible Swiss Travel Pass.

The Grand Train Tour of Switzerland, a one-of-a-kind experience.

Roger Federer, the global brand ambassador for Switzerland Tourism, is touring the Grand Train Tour of Switzerland in 2023. It combines all the famous panoramic routes in one breathtaking round train trip and takes visitors to the country’s most famous sights in comfort and at their convenience. From glaciers to lakes and from mountains to cities: each stage of the Grand Train Tour of Switzerland has its own unique character. This way, visitors can discover Switzerland’s top experiences over 1,280km and eight stages! Charming cities such as Lucerne, impressive natural wonders such as the Rhine Falls and majestic mountains such as the Matterhorn and Jungfraujoch. The unparalleled train journey can be experienced all year round anrd put together just as you like in terms of duration and route. Want a little taste of what’s included? This could be, for example, the section from Montreux to Zermatt, leading from the Riviera on Lake Geneva to the mountain of mountains – the Matterhorn. Or it could be the route from St Moritz to Lugano, taking you from glaciers to palm trees, which includes the Rhaetian Railway UNESCO World Heritage Route! Switzerland’s maritime side can be experienced on the route from St Gallen to Zurich (via Schaffhausen), which travels through lovely hilly countryside towards Lake Constance and then 40km along its shoreline. 

The Grand Train Tour of Switzerland also has its own app, which guests can use to choose their dream route and discover the highlights on Switzerland’s most beautiful railway routes. In addition to push notifications about upcoming sights and attractions, the app also offers its users the opportunity to collect digital stamps and awards. What’s more, gifts and discounts are on offer in the form of integrated digital coupons. Find more information and download the app here.

The ST campaign featuring Roger Federer and Trevor Noah will be rolled out globally, with a focus on the USA, India, Korea, South-east Asia, China, the UK and Germany.

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