Austria – Responsible Skiing Best Practices

2. Austria – Responsible SkiingBest Practices Dieter Scharf Austrian National Tourist Office London

3. How the world has changed. The change of values postmaterialistic traditional materialistic postmodern Harmony in Life Networking Realism Reinvent onself Hedonism Achievement Knowledge Fun and Pleasure Individualism Egotism Independence Superficiality Material Prosperity Social Movements(Peace, Women, Ecology) „Law and Order“ Social Status Safety Sense of duty 1950 1970 1990 2010 Meaning of Life Experience Individualism Sense of duty Order

4. Authenticity.

5. Re-grounding.

6. Fascinating Nature.

7. Urbanisation and Nature.

8. Sustainability. Points of contact  Gathering Information Paperless Travel Shows  Austrian & Climate Austria Getting there Accomodation Boutiquehotel Stadthalle  Out and About/ Acitivities Alpine Pearls  Graz promoteseco-friendly Taxis Departure

9. Understanding of Sustainability. • Tourismonlyworkswhenit interlinks with the living and workingenvironmentof the population • Sustainabilityisimportant for the international positioningof the „Destination Austria“ • Positive conditionsprecedent in Austria: • Well-preserved Nature • Structureoffamily-ownedhotels – closerelationshiptohomeland and nature • Tourismis the economicalbasis for the Alpine area • Long tradition in environmental protection • Alpine areaisenvironment for living, economy & tourism

10. Target group. The „Established-Postmaterialists“ (Sinus B12) • Middle aged groups – 35 to 65 • Mostly married – 3+ households with children • Above average education • Many professonials and senior employees, senior civil servants, medium-size business proprietors/ entrepreneurs, self-employed,… • Higher income and DINKS • ABC1 stratum Value orientated Environmental protection/ In harmony with nature Sustainability is very important to the target group

11. Sustainability in the Austrian Alps. • Austrian Ecolabel • Strictcriterias • Bio-Hotels – certified: 100% organicfood • Austrian Cable Car Association • Carfree Skiresorts - Examples • Serfaus (underground) • Oberlech • Werfenweng • Green Meetings • CongressCentreAlpbach • Festivalhouse Bregenz • Energy-efficency/ supportinglocalbusiness/ socialresponsability/ environmentallyfriendlyjourney

12. Best Practice – Vorarlberg. • Vorarlberg, a holidaydestinationof 2,600 sqkm and a populationof 360,000. Thankstofar-sightedplanning, peopleenjoy a highqualityofliving and outstandingrecreationalvalue. Vorarlberg is the mostsustainableof all alpine regions (MARS report). • Energy-efficiency – self-sustaining in energyby 2050 • Passive houses • Biomassplants • E5-Programme – sponsoringoflocalenergy-savingmeasures • T5-Programme – sponsoring and supportingofsustainablemeasuresofhotels • Food „Made in Vorarlberg“ – increases the economicbenefitoftourism

13. Examples. • Environmentallyfriendlytourism-regions • Bregenzerwald (regional products, regional handcraft) • „Cheese Road“ – preserving regional agriculture • „Mellauer Werkstatt“ (revivingoldcrafts in newways) • Shingleproduction • Großes Walsertal • Biosphere park – leadingregion in useofrenewableenergy • Kleinwalsertal • „Green mobility“ – freebuses for tourists • Montafonvalley • Montafoner Genussbetriebe (regional cuisine)

14. Summer – Winter. • Alpine tourism in Austria = tourismwith 2 seasons • (bigpartissummer) • Intact Nature – Nature & Culture & Regeneration • „Living Village“ – not just hotels and apartmentbuildings… • „livingagriculture“ – farmeras a conservationist • Farmer as a serviceprovider for tourism • Farm Holidays • Maintainingmountainpastures • Nationalparks

15. Austrian Cable Car Association. • Landscapedevelopment- Infrastructure • Strict and integratedexamination – refurbishmentandrebuilding (ecological andeconomicalimpact) • Constructionofcable cars must bestate-of-the-art • High investments (infrastructure + technicalsnow) – Emphasis on energyefficiency • Learning totakeresponsability – respectyourlimits

16. Best Practice. Alpine Pearls

17. Best Practice. Best Practice: Alpine Pearls, example Werfenweng • Marketing group „Holiday fromyourcar“ • Werfweng-Shuttle • ELOIS – „Call-Taxi“ at the resort • Werfenweng „Night-Car“ • Electro - fun-vehicles • bicycles • Horse-carriages • „Barefoottrails“ • Power generationby e.g. Photovoltaik, solar trail • Free excursions (Salzburg, Hohenwerfen) • „climate neutral holiday“ • Winner ofmanyawards: NETS-Award, EnergyGlobe

18. Best Practice. Naturidyll Hotels The group aims to use environmentally-friendy measures in and around the hotels and to preserve the typical ambience of the region. That includes nature conservation, the use and promotion of regional specialities and the supply of sporting activities. Due to their efforts the member hotels were awarded with the „Austrian Ecolabel“.

19. Sustainability in tourism. Best Practice: Boutiquehotel Stadthalle Vienna

20. Sustainability in tourism. Best Practice: Pielachtal valley, Mostviertel

21. Summary. Future Today Change in society   Establishing a thoughtfulrelationshipwithfellowhumans and environment                               The guest           Demand for sustainabletravel increases Austria alreadyhas a „sustainableimage“ => perfectstartingpoint for productdevelopment and communication Image Image The product