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For almost two centuries, Switzerland has epitomised wanderlust. Snow-capped peaks, mirror-like lakes, cows grazing against dramatic backdrops – few countries have shaped the image of a “mountain holiday” so profoundly. Yet the fascination with the Alps is no accident. It has been carefully staged, from the earliest photographers and poster artists of the 19th century to today’s social media campaigns. Anyone seeking to understand how to evoke a longing for places will find a textbook example in the history of Swiss tourism.
The Birth of Wanderlust: Images That Enchant
In the mid-19th century, travellers from England and Germany began discovering Switzerland as an exotic destination. British photographer William England was among the first to strategically harness this interest. With his stereoscopic images – early 3D photographs – he brought the Alps into the living rooms of Europe. More than mere documentation, his work was marketing avant la lettre. England staged mountain lakes, glaciers, and chalets to convey not just reality, but emotions, awakening a longing for the “pure” and “original” place.
These early images created what we now call “destination branding”: a visual identity that inspires wanderlust and turns desire into actual journeys.
Health as a Motive for Travel: The Healing Mountain Air
Already in the 19th century, alongside visual promotion, a trend emerged that is experiencing a resurgence today: health tourism in Switzerland. People from cities such as London, Paris, or Berlin sought healing in the fresh mountain air. Sanatoria in Davos, Arosa, and St. Moritz promoted the “natural therapy” of the Alpine climate long before wellness became a marketing term.
What began with medical recommendations soon evolved into an emotional narrative. Switzerland became a place where body and soul could regenerate. This motif – the promise of relaxation, purity, and authenticity – continues to shape the country’s image as a tourist destination today.
Posters, Postcards, and Traditional Dress: The Aesthetics of Longing
Towards the end of the 19th century, a new wave of visual seduction emerged. Tourism posters, postcards, and traditional costumes became mass-media images of desire. Switzerland presented itself as a harmonious world between tradition and nature – a safe and beautiful haven in the heart of Europe.
This iconography – the Jungfrau, the Matterhorn, and the Alphorn – was no coincidence. It combined cultural identity with clear emotional codes: purity, stability, security. Such symbols are more powerful than any brochure and create emotional brand loyalty long before the term existed.
From Matterhorn to Halle Berry: Evoking Longing in the Modern Era
Almost 200 years after the first stereoscopic images, Switzerland Tourism now employs modern tools to rekindle desire through celebrities and social media campaigns. Where photographers once brought the Alps to European parlours, today digital storytelling and prominent faces bring the country to life.
Since 2021, Roger Federer has shaped Switzerland’s image worldwide as a brand ambassador. His humorous spots with Robert De Niro, Anne Hathaway, and Trevor Noah combine nature, culture, and personality in unique ways.
The latest campaign, “Beautiful Autumn” (September 2025), continues this approach. Halle Berry and Federer present Switzerland as an autumn destination, with golden landscapes, relaxed travel, and indulgent moments. It is a contemporary invitation to experience the country in harmony with the rhythm of the seasons.
With these figures, Switzerland Tourism achieves what the early Alpine photographers sought: emotions rather than mere sights. The celebrities give the destination identity and enhance recognisability.
These marketing activities are part of the current global #IneedSwitzerland campaign by Switzerland Tourism, which leverages social media, events, and celebrity appearances to create an emotional connection with audiences. Rather than simply promoting destinations, the campaign seeks to inspire people to experience Switzerland’s beauty and serenity firsthand. Through stunning visuals and user-generated content, it evokes a sense of belonging and desire—positioning Switzerland not as a place to visit, but as a feeling to experience.
KLEBER GROUP Insights
As a full-service PR and marketing agency with 30 years of experience in tourism, hospitality, luxury, and lifestyle, the KLEBER GROUP helps both established and emerging destinations develop stories that evoke desire and forge an emotional connection.
At the core of our work is a storytelling strategy that positions a clear identity and differentiates destinations in the German-speaking market. Building on this, Kleber Group ensures visibility through targeted media work and PR in leading travel, lifestyle, and luxury publications.
This is complemented by carefully curated influencer campaigns, celebrity collaborations, and creative partnerships that authentically generate desire and engagement. Digital content, social storytelling, and immersive campaigns translate destination stories into contemporary formats, while bespoke events and experiential marketing create emotional experiences that resonate sustainably with travellers and communities.
Conclusion: Longing is Staging and Truth Alike
The history of Switzerland shows that longing is no coincidence. It arises from a mixture of aesthetics, emotion, and narrative. Whether stereoscopic Alpine images, healing spas, or hashtags, every medium of its time served the same purpose: to bridge imagination and experience.
Today, anyone wishing to evoke a desire for places must do the same: tell stories that speak to both heart and mind. People do not visit places simply because they are beautiful; they visit because they stir something within us.
References
Swissinfo. (2019). William England made Switzerland a tourism destination. Retrieved from https://www.swissinfo.ch/ger/wirtschaft/kunstprojekt_auf_den-spuren-eines-touristischen-werbers-des-19-jahrhunderts/45282506
Sozialgeschichte.ch. (n.d.). Health tourism in Switzerland in the 19th century. Retrieved from https://www.sozialgeschichte.ch/themen/gesundheitstourismus-schweiz/
Swiss National Library. (n.d.). The beginning: Tourism posters. Retrieved from https://www.nb.admin.ch/snl/de/home/publikationen-forschung/thematische-dossiers/geschichte-plakat/anfang.html
TikTok for Business. (n.d.). Switzerland Tourism case study. Retrieved from https://ads.tiktok.com/business/en-US/inspiration/switzerland-tourism-222
Schweizer Illustrierte. (2025). Halle Berry raves about Roger Federer and Switzerland. Retrieved from https://www.schweizer-illustrierte.ch/people/international-stars/halle-berry-schwarmt-von-roger-federer-und-der-schweiz-870289
Viatourism. (n.d.). Instagram and user-generated content for tourism. Retrieved from https://journals.openedition.org/viatourism/13314
YouTube. (2025). Beautiful Autumn with Halle Berry and Roger Federer [Video]. Retrieved from https://www.youtube.com/watch?v=1Kzf9YZkXSc
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