The use, political and economic implications of the Internet and new technologies have always shaped diplomatic means and methods leading to new phenomena such as the emergence of tech diplomacy. As a sub-category of Internet gover-nance, tech diplomacy refers to the new modes of states’ interactions with private intermediaries in innovation hubs. The novelty of the phenomenon shows in the lack of scientific data and academic research on the topic. This research project aims to fill this gap addressing the following questions: Why do states introduce tech diplomacy? And how is it currently structured and implemented? We pro-pose a case study analysis of Denmark and Switzerland addressing the questions through exploratory reasoning combining inductive and deductive elements and qualitative research methods based on case study analysis, interview methods and participatory observation. We look at the factors that led Denmark and Switzer-land to establish their tech ambassadors and the practice of tech diplomacy. We examine tech diplomacy approaches through the lens of the Global Experimen-talist Governance (GEG) to link our case study with the broader debate on the transforming nature of contemporary governance within and beyond the state. As the first scientific analysis of tech diplomacy, this project advances our theoretical and empirical understanding of diplomacy in the technological age and makes a concrete contribution to governments and institutions investing in this domain.