Geneva Tourism Unveils Its New Summer Campaign : “UNLOCK GENEVA”

  • 25 June 2025
  • 4 minute read
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Geneva Tourism invites visitors to access the little-known worlds of Geneva with its illustrated campaign: “UNLOCK GENEVA” .

Beneath its peaceful landscapes and serene atmosphere, Geneva hides an unsuspected energy and a diversity of experiences just waiting to be explored. Through a new visual and interactive 2025 campaign, Geneva reveals itself as a life-size playground, inviting residents and visitors to discover its true essence.

An immersive campaign across five universes

With  “UNLOCK GENEVA” , Geneva is transformed into an immersive playground where five thematic worlds are revealed: from cultural spaces to aquatic activities, including gastronomic discoveries, outdoor adventures and family experiences.

Each “world” offers a unique atmosphere and a multitude of activities to do all summer long:

  • The aquatic world  celebrates the special relationship between Geneva and its lake. Visitors can enjoy paddleboarding, swimming areas, embark on cruises, or even participate in waterside yoga sessions.
     
  • The outdoor section  invites adventure and rejuvenation, offering a range of outdoor activities: running, cycling, climbing or simply contemplating the city’s natural spaces.
     
  • The gastronomic dimension  reveals all of Geneva’s culinary richness, from neighborhood bistros to Michelin-starred restaurants. Visitors can explore local markets, enjoy lively terraces, and discover the expertise of the chefs who have made Geneva famous.
     
  • The family area  offers a program of activities designed for young and old: walks in the parks, pedal boat trips, refreshing swims and gourmet breaks are all moments of sharing.
     
  • Finally, the cultural scene  brings Geneva to life with free concerts in the parks, jazz sessions by the lake and musical performances at sunrise, offering a rich and varied program.

Spencer Gabor  draws summer in Geneva

Spencer Gabor has established himself as one of the most creative illustrators of his generation. A multifaceted artist, he has developed a unique visual language.

For this new campaign, the American designer brings his unique touch through colorful illustrations that perfectly reflect his distinctive style. With his unique style and offbeat approach, Spencer Gabor creates a playful journey where each image becomes an invitation to explore Geneva. His work, imbued with freshness and originality, enhances the city’s diverse facets while maintaining a visual coherence that guides the viewer through this summer adventure.

An augmented reality experience on the ground

During July and August, the adventure continues in the streets of Geneva thanks to an immersive augmented reality experience. Equipped with their smartphone and a paper map, visitors will set out to discover several iconic sites where colorful characters from different worlds await them. This modern treasure hunt invites urban explorers to capture unique moments with these virtual creatures that come to life in their environment thanks to augmented reality.

To reward their participation, a reward system has been designed for visitors who share their videos on social media. The prize: a collection of exclusive stickers, collector’s postcards, and many other surprises. A fun and interactive way to (re)discover Geneva while creating unique souvenirs.

About the Geneva Tourism & Congress Foundation  :

The Geneva Tourism & Congress Foundation’s mission is to  promote and sell Geneva as a destination for leisure and business tourism .

The Geneva Tourism & Convention Foundation  is a private foundation, recognized as being of public utility, whose mission is to promote and sell Geneva as a destination for leisure and business tourism. Responsible for reception, assistance, and information, the Foundation also supports and promotes tourist-related events. Geneva Tourism’s resources are provided primarily by tourist taxes and the tourism promotion tax. Learn more: https://www.geneve.com/fr

Information:  The “UNLOCK GENEVA” campaign 

Copyright: © Geneva Tourism.

TOURIST OFFICE: genevatourism.co/whats_on

Selection: Rachel Joulia-Helou, editor-in-chief of AMILCAR MAGAZINE GROUP.

To be continued on  AMILCAR MAGAZINE GROUP  (30 magazines) …

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  • Rachel Joulia-Helou, Editor-in-Chief AMILCAR MAGAZINE GROUP.
  • Alexandre Joulia, Deputy Editor-in-Chief and Photographer AMILCAR MAGAZINE GROUP.

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  • Alexandre Joulia, photographer and deputy editor of AMILCAR MAGAZINE GROUP.

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