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Following two successful events in the summer, Switzerland Tourism ST hosted the first-ever winter Influencer Summit in Andermatt in February 2020 – a few weeks before the global Covid-19 pandemic forced most countries into lockdown. 29 top influencers from 19 countries attended the six-day event.
Which city hosted the first Switzerland Tourism Influencer Summit?
- Lucerne
- Fribourg
- Vevey
The Switzerland Tourism Influencer Summit consists of a conference (workshops, talks and experience sharing) and a day of discovery. Vevey (Region Montreux Riviera) hosted the event in 2018.
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550,000 likes for winter tourism
Between them, the invited influencers reach a total of 5.4 million followers (mainly on Instagram, as at end-April 2020) spanning a wide array of groups due to their varying interests (freeriders, snowboarders, luxury, etc.). On social media, the Winter Influencer Summit attracted 210 Instagram posts with an engagement rate of 3.25%, thanks to more than 550,000 likes and some 13,600 comments.
Influencer trips to Crans-Montana, Gstaad, Interlaken and Davos Klosters
Andermatt played host to the event, welcoming the influencers to the conference at the Radisson Blu and the day of discovery that followed, organised by Andermatt Swiss Alps AG. The influencers then went on to visit various Swiss winter destinations: Crans-Montana, Gstaad, Interlaken and Davos Klosters. Event partners Swiss International Airlines (SWISS) and Swiss Travel System (STS) played their part in the success of this travel event – with the guests’ reception at the new SWISS Alpine Lounge and the efficiency of Switzerland’s public transport systems – even in the face of difficult weather conditions like those experienced in most of February 2020.
Intense media interest and “Mom I’m fine”
The influencers captured their impressions and experiences with authentic photos and videos laden with emotion, taking the Swiss winter and the hashtag #inLOVEwithSWITZERLAND to the whole world. The keynote speaker in Andermatt was the Belgian influencer Jonathan Kubben Quiñonez, whose “Mom I’m fine” Instagram and Facebook accounts draw constant international attention and who has more than 400,000 followers.
Media reporting of the event was pleasingly extensive: in all, more than 2.5 million media contacts were made, including 20 Minuten, Tages-Anzeiger, htr and SRF’s Glanz & Gloria.
