Kohl Und Partner Look At The Two Faces Of Tourism: Locals And Tourists In Tension

In some destinations, a conflict has developed between tourists and locals, which is increasingly perceived as an intrusive nuisance under the term "overtourism". But what is behind this highly explosive issue in a country whose prosperity is closely linked to tourism? Kohl und Partner, the renowned Austrian tourism consulting company, has developed an analysis tool in collaboration with BrandWorks Studios to examine the mood in tourist places and regions and to explore the effects on the quality of life of the locals. The perspectives of 7,052 locals in various tourism areas were collected and the analysis shows a picture of changing feelings.

The tension between locals and tourists: A look behind the scenes

Gernot Memmer, destination development expert at Austria's leading tourism consulting company Kohl > Partner, sums up the results: "In most destinations, the positive aspects of tourism outweigh the negative aspects. Locals recognize that tourism contributes significantly to the prosperity of their region or town. Nevertheless "The results of this study underline the need for a balanced tourism development. The perceived negative effects of tourism on the quality of life of the locals must also be heard and taken into account. If the locals are doing well, the guests will also feel good in the end."

Locals speak plainly: The top frustrations and enthusiasms

The recently carried out analysis highlights 12 quality of life factors and reveals the population's attitudes towards tourism in many areas of action for the further development of the quality of life in the destination. Frustration and satisfaction vary depending on the destination. Here are the top frustrations and bright sides of tourism from the perspective of locals:

Top 4 frustrations:

1. Real estate prices: A full 44% of those surveyed are alarmed about the astronomical real estate prices. The problem of affordable housing for employees is also often cited here.

2. Traffic volume: 41% are burdened by the constantly growing traffic caused by tourists, especially day trippers.

3. Landscape and nature: Concerns about the sustainability of nature due to dense development, inappropriate architecture and environmental pollution plague 30% of those surveyed.

4. High prices in gastronomy and retail: 29% also see the quality of life in tourist hotspots impaired by the high prices in gastronomy and retail.

Top 4 positive aspects of tourism from the perspective of locals:

1. Pride in where you live: 39% are proud to live in a region that others see as a vacation paradise.

2. Leisure infrastructure: Another 38% enjoy the diverse leisure opportunities that tourism has created. From modern mountain railways to first-class sports facilities such as outdoor swimming pools and sports facilities or attractive events that are also popular with locals.

3. Job driver: 38% value the valuable jobs that tourism has created in their region.

4. Gastronomic diversity: 32% emphasize the rich gastronomic diversity with attractive restaurants, cafés or pubs that tourism has brought with it.

With the LebensQualiMeter (LQM) measuring instrument, groundbreaking concepts for places and regions can be developed and implemented. The relationship between tourism and quality of life in Austria is multifaceted and closely linked. Through a better understanding, the future of tourism in Austria as a holiday destination can be shaped so that both tourists and locals enjoy the country's quality of life equally.

"Because in many places the following applies: "Attractive living space for locals = Attractive living space for employees = Attractive experience space for guests. It is therefore about the preservation or (further) development of attractive living spaces - desirable for locals, employees and guests. That is a change of perspective because the needs of the locals must also be a strong focus in holiday regions in the future so that the positive tourism attitude remains sustainable," says tourism expert from Kohl > Partner, Gernot Memmer.

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