Sweden’s SheRides community is geared towards women who are tech-savvy and love bikes. Women who participate in this programme want to improve their skills on the bike, gain confidence and socialise with other women cyclists. The group currently has approximately 3,000 members. This represents a large pool of potential travellers to Switzerland in the outdoor enthusiast segment. Together with Valais Promotion, Switzerland Tourism ST invited Jessica Clarèn to Crans-Montana, Nendaz and Zermatt. In addition, there were seven women cyclists who applied via Clarén’s website and Facebook page. After one week, Claréns summed up the experience: “Every cyclist should visit Valais for the magical and diverse environment along the trails.”

She shared her experiences with beautiful photos and inspiring posts on her blog and on social media. Digital word of mouth led to 120,000 contacts in August 2017 and approximately 2,400 reactions (comments, likes, etc.).