The Minaret Referendum and Switzerland’s Proactive Public Diplomacy

Abstract

Presence Switzerland, the organization responsible for Switzerland’s presentation of itself abroad, was founded in 2000. For many decades prior to that point, the generally excellent image of Switzerland abroad had undergone little real change. Switzerland was primarily viewed in terms of stereotypes (beautiful landscapes, mountains, “Heidi land,” chocolate, watches, banks, and high prices), although foreigners would also occasionally perceive the country’s rather more specific qualities such as neutrality, cultural diversity, quality, precision, political stability, and banking confidentiality.

We thank our colleagues Rascha Osman, Corinne Henchoz Pignani, and Sibylle Obrist of the Federal Department for Foreign Affairs and Regula Zürcher Borlat of the Federal Office of Migration for their highly appreciated contributions to this essay.