The online and social media environment, especially webpages with user generated content and sharing sites, gained great significance in the decision-making process of Chinese FITs. Due to the Great Firewall, that blocks many western apps in China, it is essential for Swiss actors to be present on Chinese channels in order to be recognized from this market and thus attract more tourists. The focus of this thesis is the elaboration of measures and activities destination management organisations (DMOs) of Switzerland take in order to attract Chinese FITs.

To obtain the required information, secondary research and primary research was performed. Primary research to get the relevant data through qualitative face-to-face interviews, and secondary research to get a better understanding of Chinese social media platforms and Chinese FITs. The personal interviews allowed to gain insights into the activities and measures taken by these organisations and enterprises to attract Chinese FITs. As some organisations lacked the resources to engage in a personal interview, this data was collected through an online questionnaire.

The analysis of the measures and activities that are undertaken by the selected DMOs revealed various approaches and practices in order to attract Chinese FITs. Based on the literature review and the conducted interviews, a conclusion was drawn and a series of best practice examples produced.