Politics, science, business, tourism and mobility discussed solutions, opportunities, challenges and model regions for sustainable tourism in the EU House.
Vienna (OTS) – Experts and decision-makers from the tourism and mobility industry as well as representatives from tourism regions from all over Austria and Switzerland came together at the CEOs FOR FUTURE tourism symposium on March 13th at the House of the European Union in Vienna. The event, which was all about sustainable tourism and the associated future-proof mobility, offered a platform for inspiring discussions, enriching exchange and knowledge transfer as well as for innovative ideas and concrete measures to promote positive change in the tourism industry. At World Cafés and a panel discussion, opportunities and challenges, as well as best practice examples, were highlighted and discussed by renowned experts and representatives of local tourism regions and showcased model regions that are already paving the way to responsible tourism.
Sustainable tourism as a key factor for economic success
A central theme of the two World Café discussions regarding mobility and tourism regions was the close connection between sustainable tourism and economic success. The important role of the tourism sector in global gross domestic product and the employment of millions of people worldwide was emphasized. It became clear that the implementation of sustainability concepts and the promotion of environmentally friendly mobility are crucial to ensuring long-term economic stability and development. Christian Baumgartnerrenowned landscape ecologist, founder of response & ability and professor of sustainable tourism at the Graubünden University of Applied Sciences in Switzerland: “We have outstanding destinations in Austria and already many best practice examples. But there is still a lot to do. What you always have to keep in mind: vacation doesn’t start when you arrive, but when you arrive. Transformation often has to do with fears, we have to change that.
“The problem of empty hotels between seasons is a major challenge in many regions, he said Wolfgang Wild, sustainability officer in the Wagrain-Kleinarl tourism association. ‘Workation’ offers, i.e. combining work and vacation, could make the situation easier. Alexandra Dörfler, Department for Active Mobility and Mobility Management in the Federal Ministry for Climate Protection, Environment, Energy, Mobility, Innovation and Technology (BMK), highlighted the remarkable development towards hybrid and online work, which illustrates the need for employers to enable so-called workations . The focus should be on communication and the benefits for employees. The BMK also offers incentives and support with the guide ‘How to make my tourism destination sustainably mobile’ and the initiative’s support and advice offerings climate-active mobile.
Rethinking & promoting communication: creating incentives for ‘new holidays’
When it comes to winter tourism, we face many challenges Michaela ReitererCEOs FOR FUTURE tourism spokesperson, managing director of the boutique hotel Stadthalle in Vienna and member of the European Commission’s “Together for Tourism” advisory board: “Winter holidays are not always the same as ski holidays. Winter holidays can do so much more. If this potential is exploited, it will indirectly mean an extension of the season and an important step towards greater sustainability. But prime examples are needed here too, because sustainability is not something you are obliged to do. That’s why it’s even more important that companies and people inspire and motivate others.
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Katharina Mayer-Ertldeputy head of the tourism service office in the Federal Ministry of Labor and Economic Affairs, emphasized the importance of communicating sustainability measures: “Sustainability is often still connoted with sacrifice, but who wants to do without on vacation? The behavior of guests can therefore only be influenced and changed if we inspire them with the offer. Communication is essential here.
“ Stephan MaurerManaging Director of the Pongau Mobility Center and input provider at the World Café on the subject of mobility, brought a showcase project from his Salzburg homeland: The Pongau ‘Mobility Package’ includes arrival and departure by train, seat reservation, and a network card for the entire federal state (valid for the duration of the vacation) is included. Maurer further: “The hotel operators add their own services, such as overnight stays and ski passes. Last year alone, 1,500 packages were sold.
“ Markus Reisner, project manager at the Carinthia Tourist Mobility Center, emphasized that around 93% of guests still arrive by car. Opportunities are needed here to change behavior. In Carinthia, for example, there is a separate information folder with excursion destinations that can also be reached without a car.
Green mobility solutions for Austria and Europe are in demand
Following the World Cafés, a panel discussion entitled “Europe – role model for cross-border and sustainable tourism?” took place Christian Baumgartner referred to a showcase project from Switzerland: A sustainability program was initiated here under the name ‘Swisstainable’, which has a recognition value and is open to all tourist businesses and organizations in Switzerland. Klaus GarstenauerCEO of ÖBB-Personenverkehr AG, sees Austria and Europe on the right track when it comes to future-proof mobility, but: “We are still at the beginning of this journey. ÖBB is well positioned when it comes to cross-border ticketing. We already sell train tickets for 17 countries in our ticket shop. We are working closely with the other railways in Europe to further expand the range of cross-border rail travel in Europe in the future.
“ Susanne Kraus WinklerState Secretary for Tourism in the Federal Ministry of Labor and Economic Affairs, also emphasized the importance of quality seals: “The Austrian Ecolabel not only recognizes companies, but also entire regions that implement more sustainability. This is an important motivator. When an entire region starts the process, it automatically brings everyone with it. This collective approach is a significant step for the industry towards a more sustainable future.
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Wolfgang BogensbergerHead of the European Commission Representation in Austria, emphasized the increasing general interest in sustainable and environmentally friendly solutions: „Studies show that people are very interested in sustainable products and services. The EU is taking initiatives to promote this trend and to actively contribute to shaping a future worth living for everyone. After all, we count around three million companies in the tourism industry within the EU, three quarters of which work in the accommodation sector or as catering service providers. Tourism is a significant economic factor, contributing 10% of the EU’s domestic product. This is another reason why the transformation towards greater sustainability is so important.
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Karl Kienzlchairman of CEOs FOR FUTURE, in his closing words: “The natural resources that need to be preserved and our cities are the basis for our successful tourism. It is gratifying to see what sustainable projects and measures already exist in Austria and across the borders in Europe. If you think across industries and along value chains, a lot is possible. And very important: We have to act, not just talk.
“ Birgit Kraft-Kinzdeputy chairman of CEOs FOR FUTURE and moderator of the event, adds: “We agree: the first steps have been taken, but a holistic and coordinated strategy is needed to address the challenges of climate change and shape a sustainable future for tourism. The CEOs FOR FUTURE tourism symposium is another important step towards taking action together.
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About CEOs FOR FUTURE
CEOs FOR FUTURE is a non-profit association to promote and accelerate the sustainable transformation to a fossil-free, environmentally and resource-friendly economy and society – with more than 70 top managers and companies from different industries as supporters. The ambassador of the C4F economic platform is Wolfgang Anzengruber. The focus of the C4F generation platform, with ambassador Doris Schmidauer, is dialogue and exchange with youth – apprentices, employees, youth organizations – on an equal footing. Further information at www.ceosforfuture.at
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