A Shift towards Social Media, Data, and AI

A recent study by the Institute of Tourism HES-SO Valais-Wallis (ITO) highlights the evolution of digital practices within Swiss tourism organizations, emphasizing the growing importance of social media, data management, and artificial intelligence (AI).

Swiss tourism organisations have significantly evolved their digital strategies over the past decade, according to the most recent study by the Institute of Tourism HES-SO Valais-Wallis (ITO). Conducted in January 2025, the study included 79 participating organizations and focused on their use of social media, data management, and AI in 2024.

The survey findings indicate a clear shift in social media strategies within Swiss tourism offices (OTs), with visual platforms like Instagram and YouTube gaining dominance. The study also reveals a growing interest in LinkedIn for institutional communication and partnerships, while traditional platforms such as Facebook and Google Review remain essential.

The primary objectives of using social media across OTs were promoting destination awareness, engaging with visitors, promoting products and services, and driving web traffic. Despite these advancements, the study identified a need for a more customer-centric approach, with limited use of social media for customer service and feedback.

The importance of data has grown significantly, with 37% of OTs now employing a clear data strategy and dedicated resources, an increase from 2018. Mainly driven by marketing requirements, enhanced customer experience, and monitoring needs, data collection still faces challenges such as limited resources, data protection regulations, high usage costs, and a lack of technical expertise.

AI integration within OTs is increasing, although at a slower pace. About 52% of organizations have recently started using AI, with 8% planning to introduce it soon. AI is primarily used in marketing for content creation, digital communication, personalizing customer experiences, and optimizing operational processes. The study, however, highlighted several challenges in AI integration, including a lack of high-quality data, technical expertise, and high implementation costs.

The report suggests several strategic implications and recommendations. It calls for focusing on engaging visual content and direct interactions on social media platforms, especially Instagram, YouTube, and TikTok. It further underscores the need for a clear data strategy, with investments needed in relevant skills and tools to overcome resource and regulatory challenges.

The study recommends expanding training, facilitating access to affordable solutions, and optimizing data infrastructure for effective AI integration. AI’s potential should be explored beyond marketing, such as tourist flow management and strategic decision-making.

This comprehensive study provides key insights into the evolving digital landscape within Swiss tourism organizations. It underscores the continued growth of social media, the increasing importance of data, and the gradual yet significant integration of AI. It also highlights the need for strategic investments in digital channels, data strategies, and AI training to overcome existing challenges and optimize future opportunities.

Access the study here.