Introducing Basel to the world

IBA Basel Managing Director Monica Linder-Guarnaccia, Karen Pein, Managing Director IBA Hamburg, President of Cantonal Government Elisabeth Ackermann and Sabine Horvath, Head of Basel Location Marketing, at the IBA-Dock 2017 in Hamburg.
Monica Linder-Guarnaccia (Managing Director IBA Basel ), Karen Pein (Managing Director IBA Hamburg), President of Cantonal Government Elisabeth Ackermann and Sabine Horvath, Head of External Affairs and Marketing of Basel), at the IBA-Dock 2017 in Hamburg.

International relations and the exchange of knowledge in matters of politics, the economy and society are increasingly gaining in importance. Improving the area’s competitive chances in an international arena means thinking and acting over and beyond the political boundaries.

The international marketing and positioning of Basel against this backdrop plays an increasingly important role. In order for Basel’s economy and living environment to be seen and appreciated by the rest of the world, it is essential to strengthen and develop relations in key foreign markets.

Performances and campaigns abroad

View enlarged image
Reception of the Swiss delegation, led by former President of the Parliament, Daniel Goepfert, in September 2012 at the Russian Federation Council in Moscow.

Thanks to the commitment of private and public companies and institutions, as well as the support of various foundations, numerous marketing programmes and campaigns have been carried out abroad and a broad network of relationships has been built up under the direction of the Division of External Affairs and Marketing.

View enlarged image
The gala dinner, a highlight of Basel's presence in Moscow in 2012.

Included in the Canton of Basel-Stadt’s portfolio of international appearances are the German cities of Berlin (2001 to 2003), Dusseldorf (2004 to 2006) and Hamburg (2007 to 2009), as well as the Russian capital of Moscow (2011, 2012 and 2014). There was, furthermore, a joint appearance by the cities of Basel, Geneva and Zurich during the Worldexpo 2010 in Shanghai and the World Expo 2015 in Milan.

The aim of this international presence, is to promote Basel to selected partners from abroad as a prosperous and innovative business location, as well as a leading location in the field of modern medicine and a centre of international importance in the areas of education and research, not to mention of course emphasising its natural allure as an attractive tourist destination and cultural metropolis. A thematic cooperation and exchange of knowledge within each of these areas is also highly sought after.

Task force for Basel’s global presence

La Cetra Baroque orchestra concert during Basel's presence in Moscow in 2012.
View enlarged image
La Cetra Baroque orchestra concert during Basel's presence in Moscow in 2012.

The following institutions and companies, among others, are represented in the task force of Basel’s global presence: External Affairs and Marketing (project management), Economic Development BaselArea, Basel Tourismus, EuroAirport, Fondation Beyeler, Basel Chamber of Commerce, Cultural Department of Basel-Stadt, MCH Group, Roche, Theater Basel, University of Basel, University Hospital Basel and Novartis.