A huge blame! Federer criticized by Swiss government officials due to the tourism boom in Switzerland

Every summer, Switzerland draws many visitors, and 2025 broke new records with 25 million tourists between May and October. Thanks to strong promotional efforts, the tourism sector has expanded swiftly. However, as popularity rises, problems have emerged. The negative effects of overtourism have gradually appeared, and Federer, who has served as the Swiss National Tourism Board’s ambassador since 2021 and is a key figure in Switzerland’s global appeal, has been thrust into the center of public debate.

David Ross, a member of the Swiss Social Democratic Party, questioned: “Are we using taxpayers’ money to create additional traffic and crowds here? Is it really worth attracting tourists from all over the world with such expensive promotional campaigns?”

This criticism comes amid a highly popular tourism promotional video campaign. The video, directed by renowned Swiss filmmaker Mark Rost, stars Federer alongside Hollywood actress Halle Berry. Reportedly, this video has reached 125 million views on YouTube, double the views of last year’s campaign featuring retired tennis star Federer and actor Mads Mikkelsen. Meanwhile, the government’s plan to allocate 50 million Swiss francs (approximately £47 million / $63 million) for next year’s promotion has sparked strong discontent.

“The Swiss National Tourism Board is overburdening public infrastructure with public funds,” Ross added.

Although the latest campaign aims to direct some tourists to the relatively quiet Grindelwald, the reality is that the growing number of visitors has somewhat crowded the living space of local residents, sparking political debate. Critics question whether it is appropriate to continue leveraging Federer’s global influence to attract more tourists. The core of the controversy lies in the use of public funds—an estimated 50 million Swiss francs planned for next year. Critics argue that this approach ultimately harms the taxpayers who finance it.

Martin Niederger, director of the Swiss National Tourism Board, responded to questions about how much of the recent tourism growth is related to the agency’s marketing efforts. In an interview with Swiss media outlet Blick, he admitted that precise measurement is difficult but provided an internal assessment.

He said, “We do not want to add extra pressure to the already crowded tourist hotspots. Collaborating with Roger Federer and Halle Berry, our goal is to promote less-visited areas and encourage travelers to visit more during the autumn season. That’s why we chose these two celebrities to feature in places like Vitznau by Lake Lucerne and Emmetten in Nidwalden, which are clearly not major tourist destinations.”

“Do you want to know if Federer received money from the Swiss National Tourism Board? I can tell you clearly, he did not take a single cent. At the start of the collaboration, he personally said: ‘My success is because I grew up in a country that provided the stable environment I needed. The last thing I want is to take taxpayers’ money for my involvement.’ We only gave a modest donation to Roger Federer’s foundation, which is solely used to help disadvantaged children in Switzerland.”

As the debate intensifies, whether Federer’s image symbolizes national soft power or acts as a catalyst for overtourism remains to be seen. For Switzerland’s future tourism strategy to truly gain public support, it must balance attracting global attention with respecting the living space of its residents and the interests of taxpayers.(Source: Tennis Home, Author: Spark)