The national marketing office, Switzerland Tourism, is launching its biggest summer campaign ever to attract tourists to the country.
It said the move had been prompted by the strong Swiss franc, the effects of the economic crisis in other European countries and unrest in North Africa and the Middle East.
“The budget of SFr48 million ($54 million) is the biggest ever for a Switzerland Tourism campaign,” said director Jürg Schmid on Friday.
City trips are a focal point of the campaign, as are new means of communication. An iPhone app in several languages, including English, will be available and a Facebook page has been set up to attract the international clientele.
A video, showing mountain farmers Sebi and Paul enjoying a rather busy and amusing day out in the city, is also being featured.
swissinfo.ch and agencies