Tyrol's Tourism Is In Transition: Remaining A Ski Mecca, But Expanding The Range Of Offers
High costs are depressing the results, but investments are important, says ÖHV state chairwoman Winkler. The tourism tax remains an issue.
From January 22nd to 24th, more than 600 guests will discuss the travel behavior of Gen Z, the use of AI, style groups instead of target groups at the ÖHV Congress in Innsbruck, work in break-out sessions and be inspired by top-class speakers such as futurologist David Borst, bestselling author Anitra Eggler and anthropologist Bettina Ludwig. To this end, the ÖHV has surveyed leading Tyrolean companies to find out how the industry is developing. Barbara Winkler, hostess at the Hotel Kaiser and the Kaiserlodge in Scheffau and regional chairwoman of the ÖHV Tyrol, paints a clear picture: Driven by massive changes in demand and framework conditions, hotels are adapting their offerings and expanding them significantly. "The image of the Tyrolean hotelier who fails to recognize the signs of the times belongs in the history books. The megatrends are not passing us by, the challenges are obvious and we are tackling them!" says Winkler.
39% rated the season as very good or good, another 43% the same as last year and 19% worse: "This is of course also due to the economic situation, but it should not be an excuse for doing nothing. Those who have responsibility at the company or supra-company level should neither bury their heads in the sand nor their hands in their pockets," says Winkler.
For the entire winter season, the industry is expecting a slight increase in overnight stays and a slight decrease in operating results. A clear indication that action is needed: "Our quality hotels are very well organized, and optimization potential is quickly utilized. Politics can really make a difference," she says, referring to the high tax and levy rate and the excessive bureaucracy: "Politicians know this very well. And they should finally take action!"
Change as an opportunity: Tyrol increases the variety of offers and remains a ski mecca
Almost two thirds have invested in a wide range of offers and independence from the weather: a lot for sports-loving guests, a lot for wellness, culinary and cultural aficionados. "We are only at the beginning of this transformation. We will still have a lot to see before we reach the end of this great journey," Winkler is convinced: "Tyrol is becoming even more important as a magnet for ski enthusiasts because of the unbeatable combination of quality of offer and snow reliability. At the same time, we are developing this professionalism in other areas and thus offering the country and its people new perspectives. Complaining about changes that we cannot stop is pointless, so let's develop them and use the huge opportunity that this change presents!"
Tourism taxes: the last straw!
In response to the emotional debate surrounding tourism taxes, the ÖHV has compiled a burden index: on a scale of 1 for "not at all" to 100 "very hard", the companies surveyed indicated how hard the tax hits them. The result is a worrying value of 59.9. This is due to the fact that the taxes are seen as an additional burden on top of the record expenditure on taxes and duties and the high costs of energy, wages and much more: "The tourism taxes and, above all, the additional burden that is being discussed must not be the straw that breaks the camel's back," Winkler sums up the tenor of the feedback.
Winkler: Make tax reform a win-win situation!
She hopes for a rethink and a change of heart: "The whole country benefits from the spending of hotels and their guests, but we are supposed to shoulder the costs alone? While every comparable expenditure on infrastructure is paid for by the general public and we also pay?" Winkler argues that the system should either be left as it is or that a reform should be introduced that is worthy of the name: "Relieving everyone else and leaving the hotels to bear the costs alone will not work," the industry spokeswoman reminds those responsible for politics of the increase in sales tax from 10% to 13%: "That was quickly history again - for good reason!"
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