With a clear strategy and the right guidelines, influencers are an effective marketing tool. In recent years, Switzerland Tourism ST has gained significant know-how in influencer management. This knowledge is reflected in revised guidelines defining choice, cooperation and objectives, for example. The approach here is to put quality before quantity.

One highlight in 2018 was the staging of the first Swiss Influencer Summit in August. The summit attracted a lot of attention from the sector and the Swiss media. One of the outcomes was that 15 million media contacts were generated. Thanks to its 33  regional offices, ST has a large international network of influencers. These include the US photographer and top influencer Chris Burkard, as well as Swiss influencers such as the members of the Helvetic Collective. ST worked alongside them on a collaborative marketing project with Victorinox.

Targeting undiscovered places

Influencers are growing in importance, according to the latest study(Media Use Index, German) on the media use and information behaviour of the Swiss public. The study reveals that as many as 30% of digital natives consider influencers to be more credible than the traditional media. Successful influencers mainly specialise in a particular area. Marketing can be aimed very specifically at niche segments (such as mountain bikers). In taking this approach, ST attaches importance to sustainable social media management and steers clear of popular destinations. Destinations that are off the beaten track can be showcased by influencers, and in this way ST can actively prevent overtourism.