State of Salzburg, SalzburgerLand Tourismus, Saalbach, Austria Advertising and ÖBB are taking strong measures for sustainable travel to the World Cup country of Salzburg.
The train plays an important role when traveling to a winter holiday in Austria. 19 percent of domestic guests travel by train, while the figure for guests from Austria’s largest foreign market of origin, Germany, is at least 8 percent (source: T-MONA Winter 2023/24). Statistics Austria calculated a significant increase in demand: in the third quarter of 2024, rail journeys in Austrian territory rose by more than three percent. This proportion is expected to increase in the future.
“The World Ski Championships represent a further boost for tourism in Salzburg. We are pleased to be the host country of such a major sporting event,” says State parliament member Hans Scharfetter. “Public transport is the perfect choice for traveling to the competitions: relaxed, without traffic jams and climate-friendly. That’s why all partners have spared no effort to make public transport to the World Cup so pleasant by investing in the infrastructure as well as expanding services and other incentives As possible, these infrastructure projects and the public transport expansion further enhance the region. Through the winter locomotive we are carrying the anticipation of this major event and the commitment to a sustainable one Mobility clearly to the outside world and show what Salzburg has to offer: excellent slopes, first-class infrastructure and warm hospitality.”says Scharfetter.
Branded locomotive as a sustainability ambassador
In order to further promote sustainable travel, a locomotive was branded as part of a cooperation between SalzburgerLand Tourismus, ÖBB, Austria Advertising and Skicircus Saalbach Hinterglemm Leogang Fieberbrunn, which runs between Austria and Germany for a period of one year. At an event at Salzburg Central Station on December 17, 2024, the locomotive became double world champion and overall World Cup winner Alexandra Meissnitzer solemnly baptized.
“The SalzburgerLand Tourismus Gesellschaft (SLTG) has been working closely with the ÖBB for many years. This long-standing partnership gave rise to the idea of a branded locomotive for this winter, also on the occasion of the World Ski Championships. With the winter locomotive, the message is the ski – and winter enthusiasm carried throughout Austria and our most important market of origin, Germany.”says SLTG managing director Leo Bauernberger. “The locomotive is not just an eye-catcher, but a rolling ambassador for our winter sports regions and underlines the importance of SalzburgerLand as an attractive, high-quality and sustainable destination for winter holidays.”
ÖBB is expanding its offering
“The cooperation ‘With the train into winter’ not only brings great advantages for the spectators of the World Ski Championships in February, but also symbolizes the constantly growing cooperation between SalzburgerLand Tourismus and ÖBB. We have been working for over a decade “We work together closely and successfully and have organized numerous successful campaigns and special trains to major events. With this project, we are creating an additional capacity of around 8,400 seats and guaranteeing our customers a climate-friendly journey to the competitions.”so Sabine Stockboard member of ÖBB-Personenverkehr AG.
In order to enable arrival and departure to the competitions on the same day, the ÖBB runs one on every race day Direct train from Vienna to Maishofen-Saalbach and backwith additional direct connections on February 8th. and 09.02. for the arrival and departure of multi-day guests.
Modernized Maishofen-Saalbach stop
In the run-up to the World Cup, the Maishofen-Saalbach stop was modernized. With their length of 220 meters, the new covered platforms allow double train sets to stop, are barrier-free accessible via lifts and connected by a passenger underpass. Modern information systems such as monitors and loudspeakers provide real-time information about train times. A modern waiting area protects you from wind and weather. There is now a bike & ride and a new park & ride facility at the train station.
Alois HasenauerMayor of Saalbach Hinterglemm: “A modern ski area needs modern connections. With the new Maishofen-Saalbach train station, we offer a climate-friendly alternative for traveling to both the FIS Alpine Ski World Championships Saalbach 2025 and the World Cup destination in the 2024/25 winter season. These will not only be a sporting highlight, but with the new train station they will also be a role model for sustainable mobility. Our guests and also the World Cup fans travel to the Skicircus Saalbach Hinterglemm Leogang Fieberbrunn in an environmentally friendly way.”
World Cup of great importance for tourism
Astrid Steharnig-StaudingerManaging Director of Austria Advertising, underlines the importance of the World Ski Championships for tourism. “We know from the past that major sporting events have lasting positive effects. The World Cup draws international attention to Austria and the region. For us as Austrian Advertising, this is a good opportunity to convey our current brand image, the Austrian attitude to life, with a wide reach – on the branded locomotive and with numerous other communication measures as part of the World Cup.” These include the marketing flagship “WM Underdog”, events at Austria’s most important winter markets, social media activities, and a TV campaign in Germany and Austria. Austria Advertising is also a partner at the host house “Home of Snow” and will hold two exclusive events there.
“With the locomotive branding and an associated campaign, we are pushing the topic of sustainable travel – to the World Cup, but also to winter holidays in Austria in general.”says Steharnig-Staudinger. “Another focus of our communication is on young skiers. We emphasize the attractiveness of skiing/winter sports for all age groups, with a particular focus on young talent.”