Review
Services in 2024
The international business environment is becoming increasingly complex due to geopolitical tensions. S-GE recorded high activity among companies in 2024, but also increased demand for support services, showing that Swiss export promotion and investment promotion are particularly sought-after during challenging times for international business. It also demonstrates that they have a positive impact on the competitiveness of Swiss SMEs and Switzerland as a business location. Advanced digitalization and a global network of partners and experts have enabled S-GE and its partners to meet increasing demand while ensuring high quality.
In times of geopolitical uncertainty, free trade agreements provide a stable framework for companies. In 2024, for example, we saw high demand due to the new agreement with India. As a Swiss export promotion organisation, we help companies to use new framework conditions as a concrete opportunity.
International location-based competition is increasing, and with it the pressure on Switzerland as a business location. That’s why we want to deliberately attract global innovation leaders to Switzerland. Thanks to them, Switzerland remains the number one country when it comes to innovation.
Export Promotion
New Risks and Opportunities in International Business
Internationally active companies increasingly felt the effects of challenges in the export environment in 2024. Weak demand in Europe, a stronger Swiss franc and new protectionist measures in many markets led to uncertainty and thinner order books. These difficulties, but also new opportunities, such as in the form of the free trade agreement with India or investments in infrastructure and green energy, increased demand for Swiss export promotion services. S-GE responded to current needs and questions with suitable information and advice formats, and was able to count on effective collaboration with Swiss and foreign partners and experts.
+16%
companies supported
In 2024, 6,642 companies made use of S-GE’ services (previous year: 5,711).
85%
impact
S-GE relies on a needs-based approach and has flexibly adapted both its analog and digital services in view of the challenging environment of recent years. This resulted in a continuation of the pleasantly high impact values of 85% in 2024 (previous year: 88%).
92%
satisfaction
Swiss SMEs are satisfied with the services provided by S-GE, with a satisfaction rate of 92% (previous year: 95%).
374
exhibitors at SWISS Pavilion
Demand for trade fair participation remains unbroken: in 2024, 374 exhibitors took part in a total of 25 trade fairs abroad (previous year: 385).
Top 3
India, USA, China
In 2024, there was particularly high demand among Swiss companies for support for India, the US and China. In total, S-GE supported Swiss companies in 142 countries.
76%
share of digital services
S-GE is continuously expanding its range of digital services to ensure that the increasing demand from Swiss companies is met with high quality. In 2024, around 76% of all services offered by S-GE had already been obtained by customers through online channels – whether via the customer platform developed in-house or via export-related or industry-specific information and consulting services.An Insight into the Highlights of the Past Year
March
Enormous Interest in Free Trade Agreement
Four days after the signing of the free trade agreement between India and the EFTA countries, S-GE and its partners (including SECO, embassy, associations) held a webinar on what exactly the agreement means for Swiss companies. With more than 600 attendees, S-GE set a record attendance rate. The webinar was recorded and is available online. Over the course of 2024, further events relating to the FTA with India were held, e.g. in Ticino, together with the Ticino Chamber of Commerce.April / May
First SWISS Pavilions in Saudi Arabia
With demand for the Saudi market steadily growing, S-GE decided to offer one SWISS Pavilion each for the food and the food tech industries. The offer was met with great interest, so that both trade fairs could be attended. Six companies participated in The Saudi Food Show and eight in the Saudi Food Manufacturing Show. All exhibitors intend to take part again in 2025. The appearance at the Saudi Food Show involved close and effective cooperation with the Fial and Chocosuisse associations.April
International Trade Forum in Zurich
The motto of the event, which attracted 387 participants, was “Sustainability as a driver for growth”. Surveys among Swiss SMEs reveal a great need for information on ever-changing regulations. Sustainability is therefore a strategic success factor for export promotion. At the ITF, companies were able to gain relevant impetus and obtain information on business opportunities. Highlights included contributions by Federal Councillor Albert Rösti, Stefan Paul (Kühne+Nagel) and Simon Michel (Ypsomed), as well as networking with the Swiss Business Hubs.April
Xovis AG Wins Export Award 2024
Since its establishment in 2008, Xovis AG has become a global leader in intelligent people flow management. Around 95% of its sales are generated abroad. In recognition of its outstanding success story, Xovis was honored with the 2024 Export Award from Switzerland Global Enterprise. Ruth Metzler-Arnold presented the prize at the International Trade Forum in Zurich. The Lombardi Group from Giubiasco and the NÜSSLI Group from Hüttwilen also made it to the final.May
A Swiss Business Hub for the Nordic Countries
The Nordic countries are becoming increasingly important for the Swiss export industry. They now rank 14th among the markets in demand by Swiss companies. S-GE opened the Swiss Business Hub Nordics in collaboration with the Swiss Embassy in Stockholm in 2024. In doing so, S-GE is strengthening its regional presence in the Nordic countries, not only in the area of export promotion, but also in the field of investment promotion, as the region has been defined as a focus market.June
Sustainable Growth in Africa
Together with partners such as Swissmechanic and company representatives from the Mitrelli Group, Rieter, Tecnopinz, Hamilton Medical and more, S-GE welcomed a delegation from the African Export-Import Bank (Afreximbank). This exchange serves the common goal of strengthening trade and investment relations between Switzerland and Africa. The ongoing collaboration is intended to promote sustainable economic growth on the African continent and create added value for Swiss and African companies.June
Exchange with Ambassadors
Every year, Swiss representatives from Switzerland Global Enterprise Swiss welcome Swiss ambassadors and consuls to discuss current developments and activities in export promotion and investment promotion. Our global network with the Swiss Business Hubs is a joint success story with the Federal Department of Foreign Affairs (FDFA). Together with the Swiss Business Hubs and around 3,000 other partners around the world, we support Swiss SMEs in over 130 markets.July
Ten Years of Free Trade with China
Chairwoman of the Board of Directors Ruth Metzler-Arnold accompanied the business delegation of Federal Councillor Guy Parmelin to China. The agenda included ministerial visits in Beijing, a reception with company representatives in Shanghai, visits to companies such as Chinese tech giant Huawei and Swiss energy company ABB, and more. During the trip, Federal Councillor Guy Parmelin signed a declaration of intent to modernize the free trade agreement with China, which entered into force ten years ago.October
Award for Digital Customer Platform
S-GE makes targeted investments in digitalizing its services in order to meet the increasing demand from Swiss companies with high quality. In 2024, the International Trade Center (ITC) awarded S-GE the World Trade Promotion Organizations Award (WTPO2024) in the “Best Use of Information Technology” category. The nominated digital customer platform supports companies with important information for international expansion. Swiss companies benefit from state-of-the-art services such as personalized online information and access to expert consultants when tapping into export markets in more than 40 countries.November
Strong Relations between Switzerland and the Czech Republic
The state visit by Czech President Petr Pavel kicked off with an economic forum at ETH Zurich, with Swiss Federal President Viola Amherd also in attendance. In her speech, our President Ruth Metzler-Arnold underlined the importance of trade relations between Switzerland and the Czech Republic, and presented current trends and opportunities. The meeting offered a valuable platform for strengthening cooperation between Swiss and Czech companies.November
Rebuild Ukraine Conference in Warsaw
S-GE, SBH Central Europe and SECO organized a Swiss Pavilion at the Rebuild Ukraine conference in Warsaw with representatives of the Swiss Embassy, companies and industry associations. The conference was a meeting point for governments, business and civil society, and provided an important opportunity to establish contacts and strengthen the role of Switzerland and Swiss companies in the rebuilding process.Voices from the Business Community
We welcome the support of the S-GE team in identifying suitable international markets for our company, participating in trade fairs and providing legal information in areas of interest for our international expansion.
Simona Bisboaca
CEO of Apiphen Sarl
Our collaboration with S-GE is based on partnership and professionalism. Those in charge at the organization know us and are happy to respond to our requests. In the SWISS Pavilion, we always meet the same project managers and get to know the other participants. It’s almost like coming home.
Christoph Gsell
Managing Director, MiAdelita GmbH
Local expertise cannot be replaced by AI. With the support of S-GE, our communication with local authorities, suppliers and associations went smoothly. S-GE put us in touch with specialists such as lawyers and auditors in places where our network has not yet been established.
Philipp Aeby
CEO of RepRisk
Even if you have excellent quality products, everything depends on your local representation abroad. With S-GE, we have a strong partner for projects around the world, such as our search for local representation.
Heiko Trunz
Key Account Manager, IBAG Group
Investment Promotion
Targeted Settlement Strengthens Swiss Innovation
Geopolitics also has an impact on investment promotion. International competition for global innovation leaders is on the rise. In addition, uncertainties around access to the EU market and the OECD minimum tax are increasing the pressure on Switzerland as a business location. Against this backdrop, the new focus of national investment promotion on global innovation leaders (since 2024) has proven to be the right approach. Actively identifying and addressing selected companies in five selected ecosystems (Health, Digital, Automation, Food, Finance) attracts fewer, yet high-quality, high-value companies that refresh Switzerland’s capacity for innovation to strengthen the Swiss economy as a whole.
305
S-GE was in close contact with 305 companies in 2024
The Swiss Business Hubs were able to make first contact with 726 target companies by the end of 2024. They maintain close contact with 305 companies.
92%
are innovation leaders in selected ecosystems
A large proportion of the companies with which S-GE has established a relationship fall within the five selected ecosystems (Health, Digital, Automation, Food, Finance).
Top 3
USA, Japan, South Korea
… were the top 3 countries of origin for settlement and innovation projects in 2024.
86
settlement and innovation projects were passed on to the cantons
By approaching selected companies in a targeted manner, S-GE was able to forward fewer yet still high-quality projects to the cantons, regions and innovation parks in 2024 so that they could consider settlement (2024: 86 projects, previous year: 107 projects).An Insight into the Highlights of the Past Year
January
Swiss Innovation at the World’s Largest Tech Fair
Switzerland was once again able to make a strong impression at the world’s largest electronics trade fair, CES, in Las Vegas. At two booths, a total of 35 Swiss companies presented their innovations, primarily in the field of artificial intelligence, under the “swisstech” umbrella brand. At CES, Swiss start-ups have their first opportunity to gain a foothold in the US market, while positioning Switzerland as a hub of innovation and technology.March
Partnership with Swiss Food & Nutrition Valley
S-GE partnered with the Swiss Food & Nutrition Valley (SFNV) to raise the profile of Switzerland as a preferred destination for innovative food companies. The SFNV is a national association with over 140 members that promotes innovation in the food ecosystem. This new partnership will strengthen Switzerland’s position as a global center for food and nutritional innovation. Pictured: Christina Senn-Jakobsen, Managing Director Swiss Food & Nutrition Valley (right), with Sirpa Tsimal, Director Global Marketing S-GE.April
Global Village for the Biotech Industry
For the third time, S-GE was a co-organizer of the Global Village at the Swiss Biotech Day 2024 in Basel. The platform is aimed at strengthening Switzerland’s ties with foreign biotech clusters and developing long-term cooperation projects with Swiss stakeholders. S-GE organized the supporting program, moderated round tables and supported the International Reception of the Swiss Biotech Day. The Swiss Business Hubs for India, Japan and Korea accompanied their international delegations. A total of 17 delegations with more than 250 participants came to Switzerland and met with more than 2,500 experts.May
How Will Switzerland Remain the #1 Business Location?
The Board of Directors of S-GE invited representatives from the federal government, cantons and experts from science and business to its annual retreat and discussed how Swiss investment promotion and Switzerland as a 2030+ business location can successfully address the future needs of globally active companies and exceed expectations. In this way, Swiss #innovation and with it, the competitiveness of the Swiss economy can be strengthened by the targeted settlement of innovation leaders.June
Aptiv Strengthens Swiss Automation Ecosystem
Global company Aptiv, which employs more than 200,000 people in 48 countries, offers a wide range of products for the automotive, medtech and telecommunications sectors. In June 2024, following two years of support from S-GE, the federal government and the cantons, Aptiv moved its global headquarters from Ireland to Schaffhausen. Aptiv chose Switzerland because of the country’s stability and its ability to navigate between the blocs of the US and China. Aptiv aims to become a global market leader and exploit synergies with the Swiss automation ecosystem in the field of connectivity and mobility.August
Investment Summit
At this year’s Investment Summit, 130 members from the Swiss investment promotion community along with representatives of the global Swiss Business Hubs met together at Campus Sursee. The event was aimed at discussing how Switzerland can adapt to the increasingly competitive global environment, with the focal question being how Switzerland can remain a premier location for business and innovation in the future.Voices from the Business Community
We are delighted that Revolut, one of the world’s leading companies, has settled in Zurich’s financial center. This once again underscores the importance and attractiveness of our location beyond national borders. Together with national investment promotion, we were able to convince Revolut of Switzerland and our innovation ecosystem.
Carmen Walker Späh
Government Councillor, Head of the Department of Economic Affairs of the Canton of Zurich, Chairwoman Greater Zurich Area Foundation
We were delighted to welcome all Swiss Business Hubs to our parks for this year’s Swiss Tech Experience Week. The on-site exchanges were invaluable, sparking strong international interest and highlighting the global resonance of our innovation efforts far beyond Switzerland’s borders.
Thomas Gfeller
CEO Switzerland Innovation
Being part of the unique global network of Switzerland Global Enterprise puts us in an ideal position to reach out to international innovators, integrate them into our dynamic ecosystem and show them what Switzerland has to offer as a food nation.
Christina Senn-Jakobsen
CEO at Swiss Food & Nutrition Valley
Members + Partners
Valuable Memberships and Partnerships
As an association, S-GE has an important platform function and provides internationally active entrepreneurs in Switzerland and Liechtenstein with valuable networking opportunities and regular personal exchange. More than 2,100 members make up the foundation of S-GE and the Swiss Export Community. These include companies as well as private sector and institutional organizations.
Other key pillars of S-GE and Swiss export and investment promotion are the extensive network of partners and experts in Switzerland and around 130 countries around the world, as well as the associated cooperations in service provision. More information about the S-GE network.
2,158
members
S-GE further expanded its membership program in 2024 and was able to gain 135 new members (previous year: 145). The new members are largely companies that make regular use of S-GE’s services. At the end of 2024, S-GE had 2,158 members (previous year: 2,101). More about the membership at S-GE.
66%
projects with Swiss partners
S-GE relies on co-creation when it comes to service provision. In this regard, the proportion of inter-company projects with Swiss partners (e.g. specialist export webinars with experts and all activities for beginners to internationalization) was 66%.Focus on Partners
The medical technology industry depends on exports. Swiss Medtech therefore prioritizes barrier-free market access and free trade when it comes to policy. We also help the SME-dominated industry to identify and exploit new market opportunities at an early stage. This secures and creates jobs in Switzerland. Partnership with SG-E is highly valuable for our industry, as it has extensive knowledge of the potential offered by global markets.
Adrian Hunn
Director of Swiss Medtech
The export business is elaborate and complex. Specific market knowledge is a key competitive factor and is highly sought-after. The Swiss Chambers of Commerce and Industry and S-GE join forces and pool valuable expertise for the benefit of Swiss SMEs – for a strong Swiss economy!
Martin Dätwyler
Director of HKBB/President of SIHK
The EFTA-India free trade agreement (TEPA) opens new doors for Swiss SMEs in the world’s largest and steadily growing market, India. Together with S-GE, we support these companies in identifying specific opportunities and making the most of them.
Philippe M. Reich
President of the Swiss-Indian Chamber of Commerce
For 20 years, I’ve been saying that businesses should go to S-GE if they need a partner to help with export-related matters. Now I’ve finally been able to see for myself whether S-GE is any good – and I’d say they’re not just good, they’re very good.
Professor Paul Ammann
Bern University of Applied Sciences