Salzburg/Hallwang (OTS) – For three days – from Tuesday to Thursday – SalzburgerLand presented itself at the world’s most important tourism trade fair, the ITB Berlin. A look back at the World Ski Championships on a big stage, a musical world premiere and great emotions in the German capital.
ITB Berlin welcomes more than 10,000 exhibitors from around 180 countries and 120,000 trade visitors from the tourism and media industries every year. The SalzburgerLand Tourismus Gesellschaft (SLTG) used this event to inspire enthusiasm for the big highlights of the next few months as a country partner at the Austria stand.
An evening shining in gold: big stage for the World Ski Championships
After the official opening of ITB Berlin on Tuesday morning with the State Secretary for Tourism Susanne Kraus-Winkler, ÖW managing director Astrid Steharnig-Staudinger, the Salzburg State Governor Deputy. Stefan Schnöll and SLTG managing director Leo Bauernberger and a visit from Berlin’s mayor Kai Wegner and Michael Linhart, the Austrian ambassador to Germany, the Austria stand was transformed in the evening into a large stage for the FIS Alpine World Ski Championships 2025 in SalzburgerLand.
At the event „The Austrian Vibe“ spoke the two Salzburg double world champions Alexandra Meissnitzer and Marlie’s sign with LH deputy. Schnöll and Wolfgang Breitfuß from the Saalbach Hinterglemm Tourism Association about the lifestyle of skiing and the anticipation of the World Ski Championships in SalzburgerLand. The approximately 300 visitors then experienced a real world premiere: director Andreas Gergen and composer Martin Lingnau gave with their artistic team Salzburg State Theater a first insight into the World Cup musical “Skiverliebt”.
This world premiere took place on Monday evening at the event in a small setting for exclusively invited media „4xQuer“ in the Berlin Dieselhaus, which was also attended by the Landestheater director Carl Philip von Maldeghem had arrived.
The “Salzkammergut connects” in Berlin too
Culture was also the focus of an atmospheric evening event on Wednesday. The SLTG celebrated together with Upper Austria Tourism, Styria Tourism and Salzkammergut Tourism Marketing the Capital of Culture project and the cross-state campaign “Salzkammergut connects”.
SalzburgerLand, a globally popular cultural destination, discussed the mutually positive effects and the Salzburg elements in the cultural capital’s program. A musical bridge between Upper Austria and SalzburgerLand is created by, among others Salzburg Philharmonicwhich brings the masterpieces of Gustav Mahler and Friedrich Gulda to the stage on three concert evenings at the picturesque Attersee.
The new one was presented Salzkammergut special of the magazine SPIEGEL, which was published a few days ago and whets the appetite for a vacation in the Capital of Culture region in the important home market of Germany. The media cooperation was made possible as part of the campaign by the three state tourism organizations.
Blooming pictures and alpine pastures at the SalzburgerLand press breakfast
The SalzburgerLand Press Breakfast as part of ITB Berlin has been an institution for twelve years now. Around 50 top media representatives from German-speaking countries came to the Salzburg restaurateur’s restaurant again this year Johanna Nussbaumer came. Under the motto “Cultured country meets Almenland” two special contributions that made the images bloom in your head.
Andrea Stockhammer, Managing Director of the Salzburg Cathedral Quarter, delved into the lives of the prince-archbishops and told what visitors can expect in their house on the occasion of the tenth anniversary. Bettina and Manfred Huber took the visitors on a mental excursion to theirs Filzmoosalm in the Großarltal. How they live their lives in Salzburg alpine summer dedicated to the animals, nature and, above all, their guests, was simply inspiring and beautiful and even moved some of the guests to tears.
“Gold medals” for the SLTG team
There was reason for joy and great success for SalzburgerLand at this year’s ITB Berlin beyond its appearance as a country partner. The SLTG creative team achieved Multimedia Tourism Award Golden City Gate for his campaign and moving image productions two gold, two silver and a special award. At the professional association Tourism PR and media carried out Voted PR team of the year reached the SLTG as best region in the ranking another top placement.
Salzburg tourism schools shine at the ITB Berlin
As country and culinary partners at the Austria stand, 30 young specialists from the tourism schools in Klessheim, Bad Hofgastein and Bramberg showed off their skills at ITB Berlin. The Salzburg hospitality of a new generation thrilled thousands of guests at the trade fair, which was officially decided on Thursday evening.
QUOTED: THAT WAS ITB BERLIN 2024
Stefan Schnöll I Salzburg State Governor-Deputy.
“Salzburg was able to present itself from its best side at the world’s largest travel trade fair. We were able to introduce our destination to many stakeholders and explain its advantages. I was particularly pleased that our exhibition was also visited by high-profile guests such as the governing mayor of Berlin Kai Wegner and the Austrian ambassador to Germany Michael Linhart. This is an award for the excellent work of all tourism professionals in Salzburg. I would also like to thank the Salzburg tourism schools again for the wonderful food provided to all the guests at the Austria Advertising stand.”
Leo Bauernberger I Managing Director SalzburgerLand Tourism
“We are very pleased about the great success of our appearance as a country partner at ITB Berlin. As a destination, we were able to show our best side: starting with Salzburg’s passion for winter sports, through the great cultural values, to the globally valued quality of hosts, which was perfectly expressed by our tourism schools. I would like to express a special thank you to all of our guests as well as the participants for their contribution to the success and the wonderful atmosphere.”
Wolfgang Breitfuß I Saalbach Hinterglemm Tourism Association
“ITB 2024 was the perfect international platform to present ourselves as a top winter sports destination. This year the focus was clearly on the FIS Alpine Ski World Championships Saalbach 2025, and great interest was shown in this. This topic was particularly the focus of the successful Austria evening on Tuesday. I’m also very pleased that the first songs from the musical ‘Skiverliebt’ celebrated their world premiere at the ITB.”
Questions & Contact:
SalzburgerLand Tourismus GmbH
Gernot Hörwertner
+43 662 6688-75
g.hoerwertner@salzburgerland.com
presse.salzburgerland.com