“The fact that the new law and the associated action would not appeal to everyone, was of course aware of us. In order to make the whole of Switzerland aware of the beauty of our mountain village, however, today we need courageous ways, and we have chosen one.”

From now on if you snap a photo in Bergün/Bravuogn in the Albula region of Switzerland you will be hit with a 5CHF ($5). The Telegraph reports that one photography group has already had to cancel a trip to the mountain town that boasts 25km of ski slopes and photogenic panoramas.

So what is their reasoning for the ban….they don’t want make people jealous on social media:

“From today on, a community-wide photographing ban comes into effect in Bergün. It is scientifically proven that beautiful vacation photos on social media make the viewers unhappy, because they themselves can not be on the spot.”

“We don’t want to make people outside the community unhappy by sharing social media photos of our picturesque landscape. I am very pleased that the happiness of all people is at the heart of the inhabitants of Bergün. That makes me proud.” -Peter Nicolay, Mayor of Bergün/Bravuogn

Brilliant bit of marketing by this beautiful Swiss town. I want to go there, take a picture and frame it with my citation!

[images berguenfilisur FBwikimedia.org]

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