Switzerland's public image in other countries is generally positive – as various image studies and reputation indices such as the Nation Brands Index show. Traditional facets such as the Swiss landscape and quality products have a positive and lasting impact on public perceptions of Switzerland abroad. Well-known stereotypes such as the Alps, watches and chocolate are positive factors, too.
Other Swiss strengths include good governance, political stability, the close relationship between citizens and politics, high quality of life and pronounced environmental awareness. Switzerland also scores well on education, research, healthcare and transport. Swiss celebrities from the worlds of sport, culture and entertainment also have a positive influence, even if by international comparison Switzerland's profile remains quite modest.
The impact of 'traditional' Switzerland and 'travel destination' Switzerland on the way Switzerland is perceived correlates with geographical distance and the level of general knowledge about Switzerland among members of the public. In distant countries like in Asia or Latin America, the perception is more positive than in our neighbouring countries, where image studies indicate Switzerland’s strong association with banks and terms with negative connotations such as 'tax haven' or 'cherry-picker' (in the EU). These associations are present to some extent among the general public, are stronger among foreign opinion makers in politics, business and the media.