Switzerland seen from abroad in 2025: excellent reputation among the public; response to US tariffs in the media spotlight
Bern, 01.04.2026 — Bern, 01.04.2026 – The ways in which Switzerland tackled unexpected challenges in 2025 shaped perceptions of the country in the foreign media. The strongest media response focused on its reactions to US tariffs. Switzerland's image internationally among the general public was excellent. At its meeting on 1 April 2026, the Federal Council was briefed on the results of the annual analysis of perceptions of Switzerland internationally in 2025.
In 2025, no other topic concerning Switzerland received more coverage than the exceptionally high US tariffs placed on Swiss exports. The foreign media emphasised Switzerland's economic vulnerability and reported regularly on the negotiations with the US. The Blatten landslide also attracted worldwide media attention. Numerous reports put the disaster in the context of climate change and Switzerland's efforts to deal with its consequences. Regarding the Swiss financial centre, the planned tightening of banking regulations as a result of the emergency acquisition of Credit Suisse by UBS was the focus of media attention. Switzerland set a positive tone as host of the Eurovision Song Contest in Basel and the UEFA Women's EURO 2025. These two major international events strengthened perceptions of Switzerland as a cosmopolitan, well-organised and hospitable country.
Switzerland's reputation among the public abroad was once again excellent in 2025. Ranking fifth place overall out of 50 countries in the Anholt Nation Brands Index 2025, Switzerland is one of the best-rated countries in the world. It ranked highly in terms of government competence in the survey among the general public. Switzerland’s attractiveness as a business location and its quality of life were also rated as excellent. Switzerland's products, its innovative strengths and its people, who are perceived as likeable, also contributed to the positive image of Switzerland. It should be noted that the survey was conducted in 2025. Possible impacts of the devastating fire in Crans-Montana on perceptions of Switzerland abroad were therefore not included.
Presence Switzerland's analysis is based on the systematic monitoring of leading foreign media coverage of Switzerland, as well as international surveys among the public on perceptions of the country. The results are used to recognise opportunities and risks for Switzerland's image and to adjust Switzerland's communication abroad accordingly. Presence Switzerland is part of the FDFA and is responsible for implementing the Federal Council's strategy for Switzerland's communication abroad, which is based on the Federal Act on the Cultivation of Switzerland's Image Abroad.