Kirchberg and Kitzbühel begin talks on tourism switch

The first exploratory talks on moving Kirchberg from the Brixental tourism association to Kitzbühel Tourism were constructive, ORF Tirol reported. The sides met in Brixen, with a second round planned for November 16 in Kitzbühel.

The talks follow a vote in mid-October, when 52 percent of the Brixental association’s members narrowly backed negotiations with Kitzbühel. The motion was put forward by then-chairman Wilhelm Steindl, who has since been voted out.

Kitzbühel Tourism chairman Christian Harisch said Kirchberg would strengthen the existing offer. He said visitors already perceive Kitzbühel and Kirchberg as one destination because their mountain cable cars are connected. Kitzbühel supports integrating Kirchberg if the terms are suitable. A switch by January 1, 2027, had been raised as a target.

Julia Mingler-Haueis, the newly elected chair of the Brixental association, said the valley’s future would not be decided by a fixed date. A rushed move at the end of the year would harm the valley, she said, adding that talks should take as long as needed.

Both sides have set up working groups to examine outstanding legal, financial and organisational issues. The Brixental board said it would respect the assembly vote and enter talks united, despite concerns about losing Kirchberg, the association’s financially strongest municipality. It sees potential in closer cooperation with Kitzbühel Tourism.

The future of the other Brixental municipalities, Brixen im Thale and Westendorf, remains unresolved. Association chief executive Markus Kofler said it was too early to discuss a change of boundaries while key points remained open. Without Kirchberg, the association would shrink by about half. In the vote, 88 percent of Kirchberg members backed the switch, while 74 percent in Brixen im Thale and 99 percent in Westendorf opposed it.