Tirol tourism groups call for less political influence

Tourism officials in Tirol are calling for less political influence and a stronger focus on core responsibilities from Tirol Werbung, the region’s tourism marketing organisation. ORF reported the demands on Tuesday as Barbara Plattner was named the organisation’s designated new head, due to take over in spring.

Ötztal is Tirol’s strongest tourism region, recording more than 4.5 million overnight stays a year. Its tourism association has a considerably larger budget than Tirol Werbung, according to managing director Oliver Schwarz.

Schwarz said the Tirol brand stood above the individual destinations because it represented the region’s full range of services. Ötztal, Sölden and Gurgl had spent 20 years building their own brands, he said. The Tirol brand had a “snowplough function”: it prepared the market, while the destinations delivered the services.

Seefeld also sees a need for Tirol Werbung. The region has a particular focus on cross-country skiing, but offers numerous products throughout the year and needs strong partners, said Elias Walser, managing director of the Seefeld tourism association.

There is also room for closer cooperation in market research, said Elisabeth Frontull, managing director of the Silberregion Karwendel tourism association. Smaller tourism associations do not have the budgets of larger ones and would like Tirol Werbung to give them a bigger platform through its name, she said.

Schwarz said there was still considerable work to do in target markets, market development and market research. He called for closer coordination and less political involvement. Tirol Werbung reports to Lebensraum Holding, which is wholly owned by the state of Tirol.

What matters most, Schwarz said, is how visitors in key countries of origin and potential future markets view Tirol. The region faces enough competition there and should focus more on the market and less on politics, he said.

Walser said Tirol Werbung did not need to address every socially relevant issue. Tourism development and tourism promotion were connected, but neither should be subordinate to the other. The tourism sector was happy to have a place at the table, he said, but should focus on its core responsibilities.

Tirol has 34 tourism regions. The participants agreed that maintaining the strength of the Tirol brand would require closer cooperation and clearer divisions of responsibility.