The Tiktokization of the Travel Industry: How Short Videos Are Transforming Tourism Marketing in Switzerland

The short photo format videos produced for the Chinese social media app are increasingly becoming the most important information channel for the travel industry, according to the Neue Zürcher Zeitung. The younger generation especially looks for their information on social media, such as Tiktok, says Markus Berger, head of communications at Switzerland Tourism.

However, according to Swiss Tourism, entry of all ages is increasing rapidly. Moving images in the form of photographs have become one of the most important drivers. As the The new times Zurich reports, tourism advertisers are generally targeting this trend. According to the report, Switzerland Tourism spends most of its marketing budget of 60 million francs per year on digital advertising.

Influencers dominate the scene – and anyone who turns to influencers who are right for their target group can benefit from working with them as a hotel or destination. Especially since there is a pull effect: If, for example, a hotel was well presented through Tiktok, the guests would comment on the videos with their own contributions and increase the advertising effect.