Tyrol's Tourism Sets Course For 2025
As part of a joint New Year's outlook, Tyrol's Tourism Minister Mario Gerber and Tirol Werbung Managing Director Karin Seiler presented plans and projects for this year. In addition to a solution for local tariffs and a satisfactory result for the seasonal quota, these also include the cross-border appearance at the Ski World Championships in Saalbach.
"Despite massive challenges such as the economic crisis in our most important market of origin, Germany, the winter season has got off to a successful start. The booking situation over the Christmas holidays was very good and the outlook for the rest of the season is also optimistic," summed up State Minister for Tourism Mario Gerber. At the same time, however, relief for companies is needed. "The significantly increased costs for goods, energy and wages continue to have a massive impact and in many cases cannot be passed on to prices. The bottom line is that there is not enough left over, the earnings situation is tense," Gerber made clear. Against this background, clear and stable framework conditions are needed - not least of all, domestic companies and tourism businesses need planning security. This applies in particular to the seasonal quota. "It cannot be the case that companies only receive the crucial information at the last minute," said the State Minister for Tourism. He will therefore personally campaign for a reasonable result in the current government negotiations.
Commitment to maintaining local tariffs
Another important issue for 2025 is local tariffs, Gerber stressed. At the suggestion of the Tyrolean Tourism Minister, the conference of Austrian state tourism representatives had already unanimously supported this issue in September of the previous year. "Our demand is clear: we want to maintain local tariffs. And I will fight for that. Because our population must also bear the burden that tourism triggers here and there at peak times. Local tariffs help to secure tourism acceptance in the long term and to develop our industry in a sustainable way." Overturning these tariffs would be a gross political stupidity. The next government must act in unison, make a clear commitment to these tariffs and ensure legally secure framework conditions at EU level. Gerber: "If necessary, an exception for local tariffs must be created." In any case, Gerber will also stick to the tourism funding decided in 2024. “There will be no reform through the back door,” assured the State Minister for Tourism during the New Year’s outlook.
Tirol Werbung Managing Director Karin Seiler also remains optimistic for 2025 despite the many challenges, especially as she sees Tirol Werbung well positioned for the future: "Price and booking monitoring positions Tirol as a pioneer worldwide, because there has never been anything like it before." The system provides day-by-day forecasts of demand, capacity utilization and price developments in real time. "This enables regions to plan precisely and develop tailor-made offers and events, thus smoothing out guest flows. It is also possible to provide the necessary infrastructure, such as ski or hiking buses, according to specific needs." Companies can use this system to adjust their prices to the respective demand. "The tool therefore also enables companies to achieve greater price enforcement and create added value."
Tyrolean restaurants in the international showcase
"Tyrol has a particularly high density of top restaurants and the Michelin Guide will make the outstanding achievements of our businesses visible on a global stage. We will use our star restaurants in particular for international communication," explained Seiler. It is particularly gratifying that Tirol Werbung has contributed as a key partner to bringing the Michelin Guide back to the country.
The Alpine Ski World Championships in Saalbach in February are the next highlight for Tirol Werbung. "For us, the event in our neighbouring Salzburg is all about partnership," says Seiler. Therefore, there will not be a TirolBerg as is usual for such events, but a Home of Snow, which, under the leadership of the ÖSV and its partner Tirol Werbung, will also bring together the World Cup venue Saalbach and Salzburger Land Tourism under one roof. "Winter sports are facing major challenges that we can only overcome together. With the Home of Snow, we are setting an example for the future viability of winter sports." Seiler says she is particularly pleased that, together with Tirol Werbung, three long-standing, loyal World Cup partners will also be present in Saalbach: the tourism associations St. Anton am Arlberg, Ötztal Tourismus and Innsbruck Tourismus.
