Q&A with Thomas Bohn, CEO of Greater Geneva Bern area (GGBa)
You have worked at Greater Geneva Bern area (GGBa), the investment promotion agency of Western Switzerland, for nearly 13 years. Tell us more about the agency and the work that you do.
GGBa is an investment promotion agency whose primary focus is to facilitate the establishment and development of foreign companies in Western Switzerland, comprising the cantons of Bern, Fribourg, Vaud, Neuchâtel, Geneva, and Valais. I began working with the GGBa as one of the French representatives. In 2010, I relocated to Switzerland and took on the role of deputy director. After four years in that role, I was asked to lead GGBa as CEO.
Since its founding in 2010, GGBa has worked with its partner cantonal economic promotion agencies to guide and assist countless companies worldwide in launching their global operations in Western Switzerland. Our primary focus is ensuring these companies can establish themselves quickly and prosper in our region, and our success lies in our commitment to providing the necessary resources and assistance to do just that. We work closely with our partners, creating a streamlined process for companies entering our market. Over the years, we have seen many businesses flourish and contribute to the region's economic growth. It has been an incredibly fulfilling experience, and I am proud of our work at GGBa. Our team will continue to support and guide foreign companies, making Western Switzerland a desirable investment destination.
Western Switzerland is booming as a business location — A growing number of renowned multinational companies as well as small-to-medium companies, have decided to set up their centers of activity in the area. What makes the region so attractive?
Western Switzerland is an immensely popular destination for businesses, especially in industry sectors such as medical technologies, biotechnology, pharmaceuticals and cosmetics, food and beverage, microtechnology and cleantech. Several factors make the country attractive to companies. We are located at the heart of Europe, which creates an international and multilingual atmosphere, as well as advantageous access to the European market. Our established industrial clusters provide access to a highly skilled workforce. Additionally, Switzerland is politically stable, has flexible labor laws, reasonable tax rates, state-of-the-art infrastructure, a secure environment and an exceptional quality of life.
Why do you think your country has become such a hotbed for innovation in food and beverage development and production and is playing a leading role in finding ways to address world hunger?
Switzerland may be a small country, but it has a big impact on the food industry! The country has a rich farming tradition, and although it may be cliche to mention its cheese and chocolate, we do indeed have fantastic cheese and chocolate being produced here. And many may not be aware that Switzerland is one of the world’s top 5 coffee exporters.
The success of Switzerland's food ecosystem is due to the collaboration of various stakeholders, including universities, accelerators, investors, and supporters. Many international companies in the food and beverage and fast-moving consumer goods industries — such as Nestlé, General Mills, Chiquita, and Procter & Gamble — have made Western Switzerland their home. Additionally, we have research centers and technology parks that these companies can utilize. Initiatives like the Swiss Food and Nutrition Valley, an association that brings together a range of partners to address the challenges faced by the food industry and develop future-proof solutions, further showcase Switzerland's commitment to innovation in this field.
Concerning world hunger, Switzerland takes this issue seriously and works hard to address the problem. Numerous international organizations in Geneva, such as the World Health Organization and the United Nations, are working together on solutions. Switzerland is a country that takes its role in the food industry seriously and is committed to finding solutions to global problems.
Switzerland has a long history and tradition of excellence in watchmaking. This, in turn, has helped pave the way for the country to become a global leader in nanotechnology and all things small, which in turn is helping transform the electronics, medical device and life sciences industries. Why do you think that is the case?
The Swiss watchmaking industry can trace its roots back to the mid-16th century. It was born in the Jura mountains, located in Switzerland and France. Today, Switzerland is home to many renowned watchmaking companies like Rolex, Patek Philippe, TAG Heuer and Omega, all of which continue to invest in their craft. Rolex, for instance, has announced plans to construct a new production site, which is expected to be operational by 2029. This will generate around 2,000 jobs and represent an investment of CHF 1 billion. Yet this long tradition in watchmaking has also helped pave the way for the establishment of 21st-century industries, notably in areas such as precision mechanics, MEMS, microelectronics and nanotechnologies. The large talent pool with expertise in these fields is what made Switzerland an attractive destination for international companies like Marvell, Semtech, Festo Microtechnology, Colibrys, Melexis Technologies and Etel to set up their operations.
How has working with Violet PR helped highlight the work of GGBa?
Working with Violet PR has been instrumental in assisting GGBa to have more visibility and awareness in the U.S. For a small country like Switzerland, it’s essential to tap into a huge and competitive market. For many companies, it's not always easy to go abroad, so making sure they are aware of what Switzerland has to offer is essential. For me, having a partner who knows the market and can assist us with our goals is important. The team at Violet PR are true professionals who generate great ideas and help us craft compelling stories. Thanks to their expertise and support, we are showcasing all that Switzerland offers.
You’re originally from France but now call Switzerland your home. If a friend or family member is coming to Switzerland for the first time to visit you, where would you take them to get the authentic Swiss experience?
There is much to do in Switzerland, but if I had friends or family visiting, I would show them the area I live. I would welcome them to stay in my home in the countryside. Our first trip would be to the mountains, where you can enjoy a breathtaking view, watch the sunset on one side, and enjoy lake views on the other. Nearby, a charming wooden chalet offers a taste of traditional Swiss cheese raclette and cheese fondue.
The next day I would take them on a boat ride on Lake Geneva because it offers magnificent landscapes, especially the UNESCO heritage vineyards along the lake's shores. After the boat tour, we'll visit a local winery and enjoy a glass or two!
If we have time, we can take a train ride up to Rochers-de-Naye, a special place with an incredible view of the Swiss and French Alps. On a clear day, you can see all the way to Geneva and the entire lake. It's truly something fantastic!
To wrap up our Swiss adventure, we'll head to the beautiful city of Bern. We can stroll along the river Aare, where they can witness locals lazily rafting in the water — a popular lunchtime tradition. It's a fun way to experience the everyday life of the Swiss people.
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