• Switzerland edition
 
Switzerland slips in global ranking
Denis Nordmann (File)

Switzerland slips in global ranking

Published: 27 Dec 2011 11:08 GMT+01:00
Updated: 27 Dec 2011 10:35 GMT+01:00

Switzerland has retained its place among the top ten most attractive countries in the world, according to the 2011 Nation Brands Index, but the country has dropped a spot since last year. 

Switzerland claimed 9th position in the 2011 index, four places lower than in 2005, the first year the survey was conducted.

Switzerland's image has suffered in recent years, although the country is still appreciated for its governance, described as "competent" and "honest," for its quality of life, its measures to protect the environment, and its contribution to science, said a statement from Presence Switzerland, the federal body tasked with managing and boosting the image of the country abroad.  

The Nation Brands Index rates the strength and attractiveness of 50 countries every year according to six criteria: exports, governance, tourism, investments and immigration, culture and heritage, and people.

Despite jokes about how much they dislike their Alpine neighbours, Germans rate Switzerland the second most attractive country in the world. China and Russia both rank it 5th, while Turkey and the United States place it in 6th and 7th position, respectively.  

The three most attractive countries in the world are the United States, Germany and Britain, according to the Nation Brands Index.

The perception of Switzerland changes when foreign media, rather than the general public, are asked for their say.

"Abroad, we are very much loved by the public, [but] the media are more critical," Nicolas Bideau, head of Presence Switzerland, told newspaper Le Matin.

For the first time, the federal department of Foreign Affairs has been monitoring and analyzing the tone of media around the world in articles covering Switzerland.  

Foreign press reports were especially critical of fiscal issues and Swiss bank scandals, such as a indictment involving banking giant Julius Bär, or the UBS rogue trader who lost the bank 2 billion francs.

Other topics that made international headlines were the disappearance of twins Alessia and Livia, the presentation of a solar ski lift in canton Graubünden, and the initiative to remove weapons from homes, which fascinated the US and German media.

Even though the image of Switzerland in foreign media leans towards the negative and its overall attractiveness has deteriorated, Bideau stressed that the country still enjoys an excellent reputation beyond its borders.

“We’re still loved,” he told Le Matin.

Meritxell Mir (news@thelocal.ch)

Don't miss...X
Left Right

Your comments about this article

2011-12-27 12:04:56 by Kathryn
What your citizens say should count 1st and 2nd is what your neighbors say. From far away your image is beautiful and peaceful. What more can you ask?
Today's headlines
Burkhalter hails Second World War mobilization
Swiss President Didier Burkhalter. Photo: FDFA

Burkhalter hails Second World War mobilization

Swiss President Didier Burkhalter on Monday thanked the country’s citizens who mobilized 75 years earlier to defend the mountain country when the Second World War broke out. READ  

Swiss pays UK and Austria over tax dodging
Photo: Fabrice Coffrini/AFP

Swiss pays UK and Austria over tax dodging

Switzerland said on Monday that it had completed a programme to pay Britain and Austria hundreds of millions of euros in settlements for past tax-dodging by their citizens. READ  

Japan Novartis unit failed to report 'drug deaths'
Photo: Sebastien Bozon/AFP

Japan Novartis unit failed to report 'drug deaths'

The Japanese unit of Swiss pharma giant Novartis has admitted it did not report more than 2,500 cases of serious side effects in patients using its leukaemia and other cancer drugs, reportedly including some fatalities. READ  

Swiss health insurance premiums 'set to jump'
Federal Health Minister Alain Berset: set to release official figures later this month. Photo: Federal Assembly

Swiss health insurance premiums 'set to jump'

Swiss health insurance premiums are set to rise steeply overall next year, according to figures revealed by a Sunday newspaper. READ  

Presented by St Bernard Assure Limited
Car insurance made easy online with St Bernard
Photo: St Bernard Assure Limited

Car insurance made easy online with St Bernard

A new car insurance firm has ripped up the rule book when it comes to selling policies in Switzerland, by cutting out the middle-man and passing the savings onto their customers with its online only model. The Local finds out more. READ  

Bencic and Federer give Swiss double boost
Switzerland's Bencic celebrates at US Open. Photo: Mike Stobe/Getty Images North America/AFP

Bencic and Federer give Swiss double boost

Seventeen-year-old Belinda Bencic on Sunday became the youngest women's quarterfinalist at the US Open since 1997, giving Switzerland a double boost after Roger Federer moved into the last 16. READ  

Air show draws large crowds to Payerne
Patrouille Suisse in action. Photo: Matthias Kabel

Air show draws large crowds to Payerne

An estimated 160,000 people turned out for the opening weekend of Switzerland’s biggest air show at the Payerne military aerodrome in the canton of Vaud. READ  

Bolivian bus crash claims three Swiss lives
Route in the Uyuni region of Bolivia. Photo: Hermes Images/AFP

Bolivian bus crash claims three Swiss lives

A bus accident in Bolivia over the weekend claimed the lives of three Swiss citizens and at least six other people, according to press reports. READ  

Novartis heart drug billed 'blockbuster' after tests
Photo: Sebastien Bozon/AFP

Novartis heart drug billed 'blockbuster' after tests

An experimental drug from Swiss pharma giant Novartis reduced deaths from chronic heart failure by 20 percent compared with an existing treatment, according to the results of a vast new study. READ  

Kavcics's injury gives  Wawrinka US Open break
Wawrinka eases into fourth round. Photo: Don Emmert/AFP

Kavcics's injury gives Wawrinka US Open break

Switzerland's Stan Wawrinka reached the fourth round of the US Open tennis tournament by walkover on Saturday when Slovenian Blaz Kavcic withdrew from their third-round match with a right foot injury. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Sponsored Article
Car insurance made easy online with St Bernard
National
Swiss residents pick Swedes as ideal European soul mates: survey
National
Zurich officials call project to move prostitutes to 'sex boxes' a success
National
Swiss gays recognized as parents of child born to surrogate mother
Health
Increase in mountain bike accidents keeps Swiss hospitals busy
National
Swiss policeman belatedly honoured for saving Jews from Holocaust
National
'Suicide tourists' to Switzerland double in three years: study
National
Swiss Post SMS scheme gets stamp of approval after pilot project
Business & Money
American tax evasion crackdown hits Swiss private banks' bottom line
Politics
Woman accuses Swiss politician in nude selfies scandal of lying
National
Villagers in Graubünden valley reject hydro plant to protect vultures
Business & Money
Court rules against appellation for absinthe from Neuchâtel valley
National
Two hundred passengers rescued after landslide derails Swiss train
Travel
Switzerland remains world champion for per capita train travel
Culture
Social media backlash forces Polanski to bow out of Locarno film festival
National
Two policemen identified among three Israelis killed in train crash
Features
Untouched Alps: The Local explores Switzerland's only national park
National
Swiss government secretary tweets nude ‘selfies’ taken at work
International
Swiss couples fined in Ibiza for making love in van without seatbelts
National
Schumacher medical record theft suspect hangs himself in Zurich cell
National
Thousands of motorists drive without permits in Switzerland: report
National
Switzerland celebrates the centennial of national park in Graubünden
National
Animal rights group protests over dead fish throwing at festival
National
Federer forced to tear down kids' play area at Graubünden holiday home
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

Latest news from The Local in Sweden

More news from Sweden at thelocal.se

1,973
jobs available