📋 Tender Overview
At its meeting on 6 December 2024, the Federal Council approved the 2025-2028 national communications strategy. This defines the thematic and geographical priorities for the coming years. The focus is on trust, innovation, Europe and the G20 countries. The aim is to promote Switzerlands perception abroad and thus help Switzerland to protect its interests as best as possible.
The mission of national communications is to convey knowledge about Switzerland, create sympathy for it and present its diversity and attractiveness to foreign countries. A positive perception can help Switzerland create scope for political work abroad, generate understanding for its own concerns there, position itself as an attractive, innovative business and science location, export products or attract talent. That is why national communications primarily emphasise Switzerlands strengths, highlight its benefits for the common good and explain its actions. It is important that Switzerland speaks for itself and does not leave this to other actors. Especially in the current international environment, Switzerland must communicate coherently, credibly and effectively. Based on current needs, opportunities and risks, national communications will therefore focus on three key areas in the coming years: trust, innovation, and Europe and the G20 countries. Communication measures are intended to strengthen international trust in Switzerland as a partner state and in its actions, increase its visibility as an innovation location and position it as a reliable, competitive and cosmopolitan partner with the most important powers and markets in Europe and the G20 countries. In order to achieve this, continuing cooperation with the various Swiss actors from the public and private sectors is just as important as maintaining relationships and networks abroad.
This strategy provides the framework for the implementation of concrete communication activities that allow the objectives in the respective key areas to be pursued. National communications has tried and tested instruments at its disposal for this purpose. This includes, for example, developing content and messages for the various communication channels, carrying out projects with Switzerlands representations abroad or organizing study and media trips to Switzerland for foreign delegations. Major international events are also used: next year, Switzerland will be present with the Swiss pavilion at Expo 2025 in Osaka (Japan) and in 2026 with the House of Switzerland at the Olympic and Paralympic Winter Games in Milano/Cortina (Italy). In addition to the general public abroad, the activities of the countrys communication are aimed in particular at decision-makers and opinion leaders. This strategy serves as a guideline for the implementation of the countrys communication up to 2028. However, recent history has shown how quickly the world can change. Against this background, communication abroad must remain flexible and be able to react to unexpected events, while always taking into account the strategic needs of our country.
