None can slay their role as glamorously as Roger Federer does. Be it his on-court achievements or the Oscar presence, Federer’s magnificent voice and personality are like magnets attracting everyone in the room. Federer, who has made his country proud on tennis courts innumerable times, takes a u-turn from his “When you need vacation without drama, You need Switzerland” campaign to showcase his country’s beauty differently.

In the latest interview with Blick, the Swiss Tourism Director reveals their plan to use Roger Federer differently in promoting the country’s hospitality. “But in your commercials, tourist hotspots are usually still in the foreground, which are already overrun today. Roger Federer stands in front of the Matterhorn when he talks to Robert De Niro on the phone. The Matterhorn can only be seen briefly in the background in the spot, and it was broadcast during Corona, when the tourism industry was still on the ground. We can’t be accused of that.

Adding to the statement, he further said, “In the latest clip of Federer with the comedian Trevor Noah, on the other hand, trains are put in the foreground. In this way, we want our guests to make more use of public transport. So today you would no longer put Roger Federer in front of the Matterhorn?” The interviewer questioned the Swiss Tourism Director. Surprising the Federer fans, he replied- “No, in the current situation we would choose a different subject. This year Roger will perform in an autumn forest.”

The interviewer referred to the organization’s 2021 advertisement campaign. Premiered in Conde Nast Traveler, Federer partnered with Hollywood’s famous Robert De Niro and showcased the amazing Switzerland’s iconic Matterhorn tower to their paragliding opportunities, skiing, and many more. Divided by locations as Federer is spotted in Zermatt and Niro in New York, they discuss how Switzerland bears the best opportunity for travelers following Niro’s “No Drama” comment that became the advertisement’s tagline.

“Usually when you go to Australia or … America, you need at least a few weeks to visit, and you always have to go back many, many times, Give it a good week or two here, and you’re gonna get a really good idea about Switzerland as a whole. You get to see the four different languages, the four different cultures, and how different every place varies from the other-and you’re only driving maybe an hour between [each place]” said Federer promoting his country.

However, this campaign didn’t make a long-lasting impression on the people. The Swiss tourism department focused on already popular travel spots in their campaign. When the interviewer spoke about the World Tourism Organization’s predictions, the Swiss Tourism Director said- “The global growth forecasts cannot be adopted for Switzerland. Our growth will be significantly lower because we are a very established tourism location. The greatest growth will occur in destinations that are still young and unknown, such as in Eastern Europe. In addition, we don’t just drum up advertising, but rather, as I said, we try to direct the guests precisely. Not only in terms of travel time, but also in terms of travel behavior and destinations.”

On the other hand, featured with famous comedian and television host Trevor Noah, Federer was spotted taking a tour of his country and exploring its lavish public transport. As a part of its latest I need Switzerland campaign, the Swiss tennis legend boarded the wrong train with Noah and visited the beautiful Interlaken. “The route they take in the film is a part of the Grand Train Tour of Switzerland, the 1,280 kilometres train tour that leads from the most charming Swiss cities like Lucerne to Alpine villages like Zermatt, and through UNESCO World Heritage sites, impressive natural wonders such as the Rhine Falls and majestic mountains such as the Jungfraujoch, Titlis or Matterhorn. All you need is a Swiss Travel Pass and you can experience the train tour all year round, at your convenience”- wrote the Conde Nast Traveller.

In this campaign, the Swiss Tourism Association delved deeper to promote their public transport functions as an integral method of enjoying the country’s scenic beauty.

As a prominent figure in his country, Federer has been Switzerland’s ambassador for long. Along with Niro and Noah, this world’s former number-one ATP star worked with stars like Anna Hatheway to promote his country’s magnificent beauty.  Last year during his shoot for the campaign with Trevor Noah, Federer spoke about his feelings about being a part of this initiative.

Roger Federer says “that flag has always been next to my name” while speaking about his work with the Swiss Tourism Department

The Swiss Tourism Department promoted their public transport facilities in their campaign recently and Federer was of course an integral part of it. Speaking about his liking for public transport, Federer shared many details of his past journey that contributed to his campaign with Trevor Noah in 2023.

“I was always on trains. I remember leaving home, looking out of the window, seeing the trees and the fields go by and thinking: ‘will I be a good tennis player? When I was younger, I was always either on the train, the tram, or the bus. I think (trains) are a great way to discover a new city and a new country because you have to think about where you are goinfg and plan, whereas if you get in a car, you put on the navigation system and don’t pay attention “- Federer said while promoting the advertisement.

This Swiss tennis legend also revealed his feelings about being a part of something that helps him to represent his country globally. “Naturally I have always represented Switzerland, and that flag has always been next to my name. I just felt like with age, and at the right time, with the pandemic, it was the right time to jump into more of an official role,” he said.

The Swiss Tourism Director’s response about their latest campaign brought a lot of excitement among fans. This is because Roger Federer’s presence has surely helped the country to become a global name. For Federer fans, Switzerland is not a mere travel destination but a holy place, where their legend lives.