How Surselva Tourismus benefits from UGC | Case Study

This case study explores how Surselva Tourismus has used Flowbox to collect and showcase user-generated photos to build a more authentic digital experience on their website that truly connects with their audience.

Surselva Tourism wanted to highlight the region the way visitors see it—genuine, spontaneous, and unfiltered.

The result? Strong engagement across the board—and even better performance from their community-led photo campaign.

Flowbox UGC platform has allowed Surselva to reach an average engagement rate on embedded posts of 7.6% and an 11.2% engagement rate on the #miaSurselva campaign posts. These results prove that content featuring real visitor photos receives high levels of interaction—clicks on content and on CTAs.

The Numbers

The Story

Surselva Tourismus is the official organisation responsible for promoting one of Switzerland’s most geographically diverse and visually stunning regions.

Based in the canton of Graubünden, they support local tourism providers, manage visitor information, and promote cultural and outdoor activities throughout destinations like Safiental, Val Lumnezia, and Sumvitg.

With so many unique places under their umbrella, the team needed to maintain a consistent, community-driven online presence that reflected the true spirit of the region.

They realised the best way to do that was by featuring content from the people who live in—and visit—Surselva. But doing this at scale required the right tools.

The Challenge

Before Flowbox, user-generated content wasn’t a structured part of Surselva’s digital strategy. The team didn’t have a way to source and manage it efficiently, let alone the ability to filter the content effectively by region or even the quality of the image.

As the team began working more with UGC, they quickly saw the need for structure. Surselva isn’t just one destination; it’s composed of various different ones that each have their own unique attractions and experiences.

“The problem is that the touristic region of Surselva that we represent is not the whole geographical region of Surselva. But with Flowbox, we can easily check the photos. We just go to the specific picture and check the text. The process makes it really smooth to control and manage all the content.”

Adrian Keller, ​​Deputy Head of Marketing & Communications

Without a way to segment content by place or theme, the website experience would have felt disconnected.

“We had a shift in our content. Flowbox is the perfect tool that helps us to collect and select the content that aligns with our strategy.”

Adrian Keller, ​​Deputy Head of Marketing & Communications

The Solution

Flowbox gave Surselva the ability to structure their UGC content by creating dedicated flows for different destinations and themes. Instead of managing only one massive stream of photos, the team can now organise content into clearly defined, purposeful feeds where each one is tailored to a location or campaign.

“For us, it’s very convenient that we have Flowbox as a tool for our website, especially as we now have the ability to get very efficiently user-generated content from the platform and Instagram.”
Adrian Keller, ​​Deputy Head of Marketing & Communications

This approach has supported many projects—such as their current #miaSurselva campaign, a regional photo competition where the team invites locals and visitors to share their perspective.

The announcement page for the #miaSurselva campaign

With Flowbox, all posts using the hashtag were automatically pulled into a dedicated feed for easy moderation. No manual downloads needed.

“With the special flow for just the one tag, we have been able to perfectly manage the competition. It has helped a lot.”
Adrian Keller, ​​Deputy Head of Marketing & Communications

Alongside this, they also added a layer of interactivity to their homepage.

When users click on a UGC image embedded into their main homepage #Surselva flows are taken directly to the web page of the region where that photo was taken. Making it easier for a website visitor to directly explore and connect with specific destinations.

“We’ve set it up so that when a visitor clicks on the UGC image, they are redirected to the region where the photo was taken.”
Adrian Keller, ​​Deputy Head of Marketing & Communications

The Flowbox Experience