Kitzbühel Tourism And Partners Delight With Electronic Beats To End Winter .
Following its successful premiere in 2024, Sound | Escape aimed to revitalize the traditionally weak last weekend of March together with its tourism partners. Kitzbühel Tourism Managing Director Dr. Viktoria Veider-Walser sees great potential in this concept: "What a weekend! Already at the second edition of Sound | Escape, we noticed that something is happening. More visitors, more committed businesses, more atmosphere – and above all, a genuine sense of togetherness. The positive feedback from all sides – from locals, guests, artists, and partners – shows us that many good ideas and initiatives also have potential in the off-season." A continuation of the Kitzbühel Boutique Festival is planned for March 27-29, 2026.
Brilliant sequel
It's widely known that Kitzbühel regularly hosts top-class electronic music DJs. Sound | Escape brings together the individual initiatives of the various businesses on the mountain and in the valley into a single festival concept. The centerpiece and link between the venues is a large stage – the Main Stage – located in the courtyard of the district administration building in the historic city center. Special attention is paid to free admission to all venues.
The three days of the event featured a top-class lineup consisting of local DJs and international superstars such as Sven Väth (headliner), Kilimanjaro, Matthias Tanzmann, and Anna Tur. Attendees of all ages – electronic music has its origins in the 1990s – were enthusiastic about this new format, despite occasional rain in the valley and snow on the mountain.
Impact clearly noticeable in companies
The positive feedback from the previous year bore fruit, and this was clearly reflected in the number of overnight stays and occupancy rates at the participating establishments on the mountain and in the valley. World-famous headliner Sven Väth, in particular, attracted numerous visitors to Kitzbühel, including a group of over 100 British skiers and several first-time visitors.
Marvin Aloys was primarily responsible for coordinating the artists: "We wanted to create an Alpine space for electronic music, culture, and genuine encounters—and together we filled it. Thank you Kitzbühel Tourism. Thank you Kitzbühel. And thank you to everyone who made this possible and danced with us. It makes us want more."
"Sound | Escape was already a huge success last year – but this year the impact is even more impressive: great feedback and atmosphere, and above all, actual overnight stays. The majority of our hotel guests this weekend booked for the festival. We are particularly pleased that this format also appeals to a young audience and thus perfectly complements the Kitzbühel brand," says Michael Hönigmann, General Manager of Harisch Hotels, who has been supporting the event since its inception.
Susanne Grill, hotel manager of the HENRI Country House, which opened in December 2024, was there as a venue: "The festival is an absolute enrichment for Kitzbühel and attracted many young people who were new to Kitzbühel. Thanks to Sound | Escape, our hotel was completely booked. I've heard nothing but positive things from all sides. We need more events of this kind to inspire the next generation to come to Kitzbühel all year round."
"We were very well booked until the end of March. We reached out to new markets and advertised extensively, primarily on social media. We were very satisfied with the entire winter season," says Nina Hipfl-Reisch, Marketing Manager at Hotel Das Reisch, with satisfaction.
Tomschy is considered THE company for electronic music in the mountains, and Christoph Tomschy was a firm believer in the concept from the very beginning: "Last weekend was something very special for me personally and for our entire team. Sound | Escape managed to combine the magic of music and mountains in a way that can't be planned – you have to experience it. The energy, the people, the atmosphere: it was more than just an event, it was a feeling. A huge thank you to Kitzbühel Tourism and Marvin Aloys for the organization and vision that made this festival possible. It was an honor to be the host and to be part of something that moves so many people. Kitzbühel has once again shown how diverse it is – not just athletically, but also culturally and emotionally. We're already looking forward to everything that's to come – and especially to the next edition of Sound | Escape."
"Sound | Escape was a real highlight for me – an event that thrilled me in every way. The organization was top-notch, the energy palpable, and the atmosphere simply captivating. Whether on the main stage or in our bar, people danced, laughed, and enjoyed the moment. I'm thrilled with how positive the entire weekend was – everyone was in a great mood. An event like this is really good for Kitzbühel," says Max Ebner from Lichtl.
Thomas Thurner of the NU Club Kitzbühel booked the popular artist Karotte, among others, for the afterparty: "Thank you for the excellent organization. It was a fantastic festival weekend, and we're looking forward to next year."
Anton Bodner, CEO of Bergbahn AG Kitzbühel, draws a positive conclusion from the successful start at the Aquarena: "I was delighted to see how young and old enjoyed themselves and the positive and enjoyable atmosphere. The two young local DJs, Alex Sanchez and Dé from the Beatkeepers, thrilled everyone with their excellent music and fun. The collaboration with Kitzbühel Tourism was excellent. Next time, I'll be there with my swimming trunks."
