SWITZERLAND – Anyone from a touristy town knows the problems that come up with influencers. A small, secret location frequently utilized by locals to get away from all the tourist traps is suddenly featured on some TikToker’s page as a “true local experience” or something like that and suddenly it’s riddled with tourists, overcrowded, and often covered in garbage. Maybe it’s a small local restaurant, maybe it’s a little swimming hole, maybe it’s a hidden beach. Whatever the case, the influx of tourists from one popular influencer can decimate a nice location, so the Swiss tourism bosses have sought out a way to fix it.
Fighting influencers with influencers is certainly an interesting concept, and not something that I would necessarily expect to work. But it seems to have worked fairly well in Switzerland. There have been other attempts throughout the country that weren’t featured in this video as well, like a collaboration with Chinese journalists and influencers to promote less travelled hiking trails in Davos-Klosters, and, in september, a content creator training course will be hosted in Saas-Fee.
