BERG.BAHN.CAMP 2023 - MOUNTAIN.ENERGY
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Gerald Pichlmair of Seilbahnen International and Wolfgang Eder of MOUNTAIN.EXCELLENCE hosted the Berg.Bahn.Camp 2023 in Saalbach-Hinterglemm. As an industry highlight, the event placed a strong emphasis on sustainable tourism and future-oriented mountain tourism. Under the motto "Mountain Energy," almost one hundred professionals from the cable car, tourism, and supplier industries came together with a common goal: to set the course for a sustainable future.
The program shone with inspiring keynotes and intensive networking, focusing on the exchange of innovative ideas. Wolfgang Eder expertly guided the participants through the agenda.
International Destination Management: A Discussion of Success Factors
A fantastic panel discussion on success factors in ski destination management at the Hotel Saalbacher Hof kicked off the Berg.Bahn.Camp. The panelists were Ignaz Zopp , Managing Director of Andermatt-Sedrun Bergbahnen, Isabella Dschulnigg-Geissler , Managing Director of Bergbahnen Saalbach and Saalbacher Hof, and Marc Girardelli , Managing Director of the Bulgarian ski resort Bansko.
A key point of discussion was the importance of the local community. Ignaz Zopp emphasized that the commitment of the residents of Andermatt and investments in infrastructure were crucial to the destination's success. A similar development occurred in Saalbach-Hinterglemm, which, through its merger with Fieberbrunn, Leogang, Zell am See, and the Kitzsteinhorn, has become an internationally recognized ski resort. The investments in combining grassy slopes and glaciers have paid off and allow for a longer winter season.
Marc Girardelli experienced a unique success story in Bansko: Despite challenging initial conditions, the team embraced the challenge and actively sought advice from leading ski destinations worldwide. Girardelli emphasized how this exchange of knowledge and experience was crucial in improving the quality of local ski management. Equipped with this new expertise, Bansko invested in state-of-the-art cable car technology and consequently experienced an impressive increase in visitors.
Nature as a partner: Sustainable tourism in the Alps
The second day of the Mountain.Railway.Camp began with an inspiring keynote address by futurologist David Bosshart . He emphasized the need for a new relationship with nature and advocated working with it, rather than against it. Bosshart warned that continuing the current lifestyle could lead to an everyday life that takes place almost exclusively indoors. In any case, vacations in the mountains or in a cool environment could become a luxury, which would ultimately benefit the Alpine region.
Left: Mountain panorama of Saalbach-Hinterglemm, right: David Bosshart
Future trends in tourism: Mobility, demographics and metaverse
Oliver Csendes , the digital expert at the Austrian National Tourist Office, spoke about the importance of motivating guests to travel sustainably even before they arrive. As is well known, travel to and from Austria represents the largest CO2 factor in tourism. Currently, 57 percent of guests still travel to Austria by car. Therefore, it is crucial to inform them about alternative mobility options at their destination before they even arrive.
Thomas Reisenzahn , managing director of Prodinger Tourism Consulting, echoed this sentiment, advocating for improved public transportation solutions in alpine regions. He also pointed to the increasing number of older visitors: those over 65 are increasingly fit to travel and require new forms of accommodation and activities tailored to their needs.
Gerald Stöllnberger , Managing Director of 360°Perspectives, spoke about the importance of "meta-worlds" and "immersive experiences" in destination marketing. He explained how augmented reality and virtual reality can be used in the presentation of destinations and cities.
Future paths in destination management: Stakeholder integration and brand strength
Werner Taurer of Kohl & Partner provided inspiring insights into his vision for destination management in 2040. He emphasized the essential importance of creating attractive working environments for employees, livable spaces for the local population, and fascinating experiences for visitors. He also highlighted the importance of close cooperation with the local community and the proactive involvement of the younger generation in forward-looking projects.
Renate Ecker , until recently Managing Director of Zell am See-Kaprun Tourism GmbH, shared valuable insights into branding and communication. She emphasized the critical role of employer branding as a crucial tool for securing qualified personnel, which is essential for maintaining the highest quality standards in the hotel and restaurant industry. She also encouraged engaging guests on social media and turning them into brand ambassadors, while simultaneously advising that marketing strategies be tailored to the specific needs of different target groups.
Following discussions on innovative destination management strategies and effective branding, the Berg.Bahn.Camp focused on a forward-looking topic: igniting a passion for skiing in urban areas. Martin Dolezal, CEO of the Snowsports Academy, presented a variety of innovative solutions for realizing this vision in his inspiring speech and emphasized the importance of bringing the fascination of skiing to urban centers. Read more in an upcoming blog post!
Conclusion
The 2023 Mountain Railway Camp impressively showcased how sustainable tourism and innovative concepts are becoming a reality in the Alps. Participants gained profound insights into future possibilities for destination management and learned how skiing and mountain regions can be further enhanced. This event provided a crucial impetus for a sustainable and exciting future for mountain railways and mountain destinations.
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