Feature on Swiss Television about the Content Creator Summit of Switzerland Tourism (contribution via image link).

After the 2021 Content Creator Summit practically only took place with European participation due to the pandemic, global social media personalities from 20 countries met again in Lucerne in June 2022 upon invitation from Switzerland Tourism ST. 29 selected content creators attended the one-day conference of experts, followed by a discovery tour of the host region of Lucerne-Lake Lucerne, and shared their experiences with their eight million social media contacts on Instagram and Sina Weibo in China. In the process, they produced almost exclusively moving image content, since the big social media platforms nowadays function almost exclusively via vertical videos. In addition to particularly well-known influencers such as Xiangming Cui from China, with over two million followers, ST was also able to attract specialist content creators to participate in the 2022 Content Creator Summit, such as blogger Maria Teresa Gomez from the UK, who focuses on sustainable travel. The Summit attracted interest from the Swiss media, with nearly 20 articles in the daily newspaper Luzerner Zeitung, SRF 10vor10 and 20 Minuten, resulting in a total of 5,945 million media contacts.

Show authentic, uncensored pictures of Switzerland as a holiday destination with BeReal

Exciting new platforms such as BeReal provided a breath of fresh air for the industry over the course of the year. The BeReal app, which aims to show only authentic, unstaged content, recorded high download numbers in the summer of 2022 and was thus at the top of the corresponding charts. ST has been present on the new channel since July 2022 as part of a pilot, under bere.al/myswitzerland. By joining, ST aims to convey authentic “Swissness” to potential guests in an entertaining way. In this way, ST is exploring the extent to which a national tourism organisation can use this new social media platform to generate travel demand. The findings from the pilot will be made available to partner organisations.