Branding campaign reveals who keeps Switzerland’s hiking trails running
With the third edition of its “Alles für die Wege” (“All for the Trails”) campaign, the Swiss Hiking Federation shines a light on the people and expertise behind the country’s dense network of hiking paths. The goal: raise public awareness of the work involved—and win new supporters from the general public, businesses, and tourism.
A network of national importance
Switzerland’s hiking network comprises 65,000 kilometers of marked trails, around 50,000 signpost locations, and roughly 250,000 waymarks. Few other public amenities shape everyday life for so many—locals, families, and international visitors alike. That this infrastructure works so reliably is thanks to the Federation’s know-how, coordination, and the commitment of countless partners.
The current branding campaign puts that commitment center stage. It shows how much expertise, organization, and heart goes into making sure yellow signposts stand where they should, routes are maintained, and hikers can move safely through the landscape.
Funding remains a challenge
Despite its clear public benefit, the hiking network is not a classic “service public.” The national federation handles coordination and development tasks on behalf of the Federal Roads Office (ASTRA), but only about 8% of its budget comes from federal funds.
Around 70% of financing is generated through private support—donations, patronage, and partnerships—supplemented by contributions from cantons and municipalities. Notably, many in tourism—mountain railways, hotels, restaurants—benefit directly from the trail quality without being directly tied into funding. The campaign highlights this imbalance and invites stronger participation.
Human stories meets digital tools
Under the claim “Alles für die Wege,” the Federation blends emotive storytelling with digital engagement. Short video portraits introduce staff members whose personal dedication keeps the system running. On the campaign website, an interactive “hiker-type” game invites visitors to playfully discover where they fit—warming people to the cause while boosting involvement.
Visible in public spaces
The visuals lean into autumnal motifs, combining nature’s colors with human proximity. From 22 September to 5 October, the campaign appears at train stations across Switzerland—digitally on e-panels with AI-animated scenes and analog on posters. A broad online advertising push and communications through partner channels extend the reach.
Why this matters
The campaign underscores that Swiss hiking trails are more than a leisure offer: they are cultural heritage, an economic asset for tourism, and a pillar of quality of life. With “Alles für die Wege,” the Federation aims not only to raise donations but also to deepen partnerships with companies, institutions, and communities.
To keep Switzerland’s trails among the world’s best, long-term support is essential. The campaign makes one thing clear: hiking is possible because many people work tirelessly behind the scenes—doing everything for the trails.
