56% of Millennials have posted content on social media while on holiday. One reason for this is that they want to cultivate their “digital persona”. Instagrammability is therefore increasingly influencing their choice of holiday destination – according to the Millennial Travel Report from the Future Foundation in cooperation with Expedia.

What Millennials – those born between 1982 and 1999 – want most of all when they travel is an authentic experience. This includes taking in the culture of the place, “living like a local” and finding the hidden gems.

Switzerland Tourism has moved with the times and responded to this trend by launching the My Swiss Experience platform and making user generated content part of the autumn campaign.

Selfies in front of iconic sights remain important: Millennials are influenced by their contacts on Instagram and other social media. For this generation, the choice of holiday destination is a constant balancing act between originality and ticking off places on a bucket list.