Alexandre Edelmann: “Switzerland is condemned to excellence ”16 reading minutes

Switzerland's image abroad is a strategic asset, both diplomatically and economically. Presence Switzerland, the Confederation's communications agency, works daily to strengthen this reputation. Interview with its director.r.

In a world where geopolitical balances are shifting and competition between national narratives is intensifying, preserving a coherent and attractive image is a major challenge for Switzerland. Alexandre Edelmann, who has headed Présence Suisse since June 2024, is fully aware of this. Having served on the board of the Montreux Jazz Festival before joining the Confederation, the ambassador calmly and clearly analyzes the country's reputational challenges on the international stage. For Le Regard Libre, he discusses the strategies and priorities that guide his actions.