Honest communication in winter: How to stay authentic as a destination

Balderschwang is feeling the effects of climate change just as much as the entire Alpine region. The community of 350 inhabitants has always been known for its snow-sure winters, and this has always been communicated. However, even high-altitude resorts are no longer guaranteed snow. The BeyondSnow project is working on how a destination that is synonymous with winter tourism can strategically deal with winters with little snow.

As part of the project, Balderschwang is currently working on a tourism mission statement - with a clear vision: the resort should develop into a year-round destination for three generations: from young to old, sustainable, experience-orientated and independent of the weather.

A photo shoot was organised as part of BeyondSnow to communicate this vision to the outside world: It shows Balderschwang from a completely different angle than just from the ski piste. For example, you can see a family on a winter hike or having a snack. To ensure that the visual language fits in with the overall tourism concept of the Hörnerdörfer and Allgäu GmbH, a photographer was selected for the shoot who had already photographed Balderschwang as part of the Hörnerdörfer association.

The aim of the photo shoot was to have authentic images for print and digital products and thus convey a realistic yet appealing image of Balderschwang in the future.

The following tips can be utilised by all destinations that are undergoing a similar transformation process as Balderschwang - namely towards becoming a year-round destination.

Tip 1:

During photo shoots, make sure that photos are taken in different formats. Think about social media formats at the same time!

Tip 2:

Produce moving images! Short videos are often enough to convey an authentic impression on social media channels such as Instagram or Facebook.

Tip 3:

Depict the respective target groups during their specific activities, for example active seniors or families on a winter hike, people (of all ages) doing yoga.

Tip 4:

Integrate the values that make up a destination into the visual language, for example expressing warmth, cosiness through a family sitting by a fire bowl or a couple in a sauna.