South Korean stars get involved in Swiss tourism
Never before have so many tourists from South Korea visited Switzerland as they did in 2017. Thanks to their increased purchasing power, they are following the lead of local celebrities who promote Switzerland’s attractions on behalf of Switzerland Tourism.
In recent years, Switzerland Tourism has made great efforts to promote Swiss cities such as Bern, Lucerne or Zurich or the Valais Tourism Organization in South Korea.
For Switzerland Tourism spokesman André Aschwanden, people in South Korea are very fond of social media. The Internet and social media are therefore often used as sources of inspiration for planning trips abroad, especially to Switzerland.
The strong increase in overnight stays by tourists from South Korea in Swiss hotels confirm this. Between 2016 and 2017, the number of overnight stays increased by 34.6 percent, according to statistics from Switzerland Tourism.
Accelerated economic growth with a 40 percent increase in gross domestic product in the period 2009-2016 allows South Koreans to travel further afield. Meanwhile, the average length of stay in Switzerland was only 1.4 days.
"Swiss Friends"
Since 2003, Switzerland Tourism has been working with South Korean celebrities to promote Switzerland as a tourist destination. TV or Internet stars, and musicians promote Switzerland as a vacation destination to various target groups as "Swiss Friends" or "ambassadors".
The result of this campaign is impressive: The number of overnight stays has been rising steadily since 2010. And more than three quarters of South Korean tourists in Switzerland are younger than 35.
As Aschwanden explains, South Korean celebrities share their vacation experiences in Switzerland with the public, motivating their compatriots to take a trip to Switzerland as well. A clip of "K Pop" star Kyuhyun filmed in Zurich and central Switzerland in 2015 has been viewed more than six million times on YouTube.
In return, the South Korean "ambassadors" receive benefits in kind from Switzerland Tourism, such as vacations in Switzerland for them and their entourage.
First time in winter
The first "Swiss Friends" were mainly well-known South Korean actors and actresses. In 2015 and 2016, Switzerland Tourism entered into a partnership with the boy band "Super Junior". The band, which is very well-known in Asia, undertook a "Grand Tour of Switzerland" through various locations in the Alps and reported on it widely and creatively in social media.
For 2018, year of the Olympic Games in South Korea, the South Korean TV star Noh Hong-Chul will be on duty as "Swiss Friend" for Swiss tourism. With him, for the first time an "ambassador" will be invited to Switzerland during the winter season. This is related to the Games in Pyeongchang and the resulting increased interest in winter sports in South Korea. (Alain Meyer/SDA)
On the subject: Dancing Influencers: Korean superstars as guests in Switzerland
