New body to represent Switzerland abroad gains parliamentary approval

Parliament has backed a new project aimed at promoting Switzerland's image abroad. An agency, called Presence Switzerland, will cooperate with embassies, consulates, business and cultural institutions.

Parliament has backed a new project aimed at promoting Switzerland’s image abroad. An agency, called Presence Switzerland, will cooperate with embassies, consulates, business and cultural institutions.

The Senate overwhelmingly approved the new promotion agency, which will have its annual budget topped up from SFr2.4 million to about SFr15 million within the next three years. Presence Switzerland will replace the the Coordination Comission.

Speakers in the Senate said it was important to use the latest communication tools to promote Switzerland’s image abroad and team up with other institutions.

“Switzerland is on show”, said the speaker for the foreign affairs committee, Bruno Frick. He said the main target audience would be the media, opinion leaders and the young generation.

He said more emphasis needed to be placed on information abroad, and in this respect Swiss Radio International would face new tasks.

Another senator pointed out that Swiss schools abroad, traditionally good ambassadors for the country, had to cope with less funds after the subsidies were cut back.

The foreign minister, Joseph Deiss, said it was important for the country to have its voice heard in the world and to step up its presence on the international scene. He reminded the senators of the difficulties Switzerland faced during the controversy over Holocaust-era assets.

The House of Representatives has already approved the project, but must now consider two amendments put forward by the Senate.

By staff and wire reports