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Positioning

In line with the positioning of Switzerland Tourism, Interlaken positions itself as a year-round destination.

The entire Interlaken brand – from the brand story to the communications platform to the visual language – supports this positioning and is applied globally.

To ensure the positioning is consistently conveyed across all touchpoints, the strategic guidelines are defined here.

Our Manifesto

Brand Story

There is beauty all across Switzerland. Yet one place brings it all together – and takes it further. A place where true marvels surround you, and memorable experiences await at every turn. Interlaken.

A flight over the mountains that takes your breath away. A sunrise on one lake – a sunset on the other. An adventure that makes your heart beat faster. In Interlaken, dreams find their moment – they're lived, shared, and treasured.

Here, each season opens new worlds to explore, new stories to live, new beauty to find.

And the longer you stay, the deeper it gets. Here, the extraordinary never ends – it simply takes new forms.

Brand Benefits

All of Switzerland in one place. Closer to everything you love. A world of experiences. Every season. Every style. One destination. Made to stay.

Brand Experience

Iconic
Timeless and radiant in its beauty.

‍Captivating
Inspiring and full of life.

Meaningful
Authentic, touching, and lasting in heart and mind.