The value of headlines

Dear reader,

So, was it a success or not? US President Donald Trump did not attend, but Vice President JD Vance did. His arrival was delayed, however, after the Iranian delegation showed up late. Still, talks did take place.

But the question of success is not really about the peace negotiations between Iran and the United States – it is about Switzerland’s role as host.

Some Swiss media outlets effectively dismissed that role, suggesting Switzerland was little more than the hotelier, while Pakistan and Qatar acted as the real mediators, even though Switzerland holds a unique position between Iran and the US with its “protecting power” mandate.

Such criticism is short-sighted. In recent years, mediation has increasingly become a matter of shared responsibility. And beyond that, providing a suitable venue is no small task. Switzerland has decades of experience hosting high-level meetings and enjoys a high degree of international trust. (Incidentally, the venue, the luxury Bürgenstock resort, near Lucerne, is owned by the Qatari sovereign wealth fund).

For Swiss diplomats, occasions like this offer a valuable chance to build and maintain personal relationships, in other words, to accumulate diplomatic capital. For Switzerland as a whole, it means once again days of global headlines, without the risks that come with leading a failed mediation effort.

In recent weeks, the country has once again found itself in the spotlight: first due to the “No to ten million” immigration initiative, then the G7 summit, and now the talks at Bürgenstock. This reinforces an image of Switzerland as a place where major issues are put to a vote and, above all, where high-level politics happens.

That combination is worth its weight in gold for Switzerland’s reputation. A small, globally connected country with a high standard of living depends on strong relationships – and good press. In that sense, Switzerland has something in common with a hotelier.

What have you read about Switzerland in the media? As always, you can write to me at [e-mail].

Best regards,

Giannis Mavris

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