Global tennis star Roger Federer has become an official brand ambassador for Switzerland.
He has agreed a long-term co-operation with the Swiss national tourism board, Switzerland Tourism (ST), to attract travellers to the country.
Compensation for his appearances as new tourism ambassador will go to the Roger Federer Foundation supporting disadvantaged children in Switzerland.
Federer will back initiatives to promote Switzerland globally as the nation emerges from the biggest tourism crisis since the Second World War.
Activities will start in April with a focus on European cities followed by the US and Asia Pacific.
A series of visuals and short clips will showcase Federer being energised by Swiss nature.
Users of the MySwitzerland.com website will be able to discover Switzerland through Federer’s eyes.
He said: “I have been all over the world. My favourite place has always remained Switzerland. It’s the country I miss the most, when I’m travelling.”
Federer added: “I have always felt, whenever I step on the court, I am representing Switzerland. Whenever it says my name, there is a Swiss flag next to it.
“I have been very proud to do that for the first 22 years I have been on tour, and it will always be like that. To join forces with ST now is a logical step for me.”
Switzerland Tourism chief executive Martin Nydegger said: “This is a perfect match, because Switzerland and its unblemished nature have clearly contributed to Roger’s unprecedented career.
“Establishing this partnership is a unique opportunity and of great importance to us.
“Making a difference while recovering from the challenges of the past months and beyond will be a journey with numerous highlights.”
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