Innsbruck-Stubai (OTS) – Six months after the successful implementation of the World Mountain and Trail Running Championships 2023 Innsbruck-Stubai (WMTRC 2023), studies by the Sportsresearch Lab Tirol at the University of Innsbruck and the Management Center Innsbruck (MCI) as well as the Sant’Anna School of Advanced Studies – Pisa present the Alexander Pittl’s team, as organizers of the international event, provided an excellent report: the overall economic effect for the region is over 7.2 million euros and top values were achieved in the area of sustainability. The final reports also show that the planned budget of 4.75 million euros was adhered to and the media value is around 3.8 million euros.
“We managed to organize great world championships with around 1,200 athletes from 67 countries and over 50,000 spectators in just under a year. We are very pleased that we can present such convincing figures and facts six months after the major event.”
emphasizes the Innsbruck World Cup initiator and organizer Alexander Pittl.
Total effect over 7.2 million euros, high satisfaction ratings
“The economic effect caused by visitors, athletes, accredited athlete companions, employees and volunteers in the region amounts to over 7.2 million euros.”
explained Martin Schnitzerdeputy head of the Institute for Sports Science at the University of Innsbruck.“On a scale from 1 ‘very dissatisfied’ to 5 ‘very satisfied’, 94% of those surveyed said they were ‘very satisfied’ or ‘satisfied’ overall with their visit.”
have Hubert Siller, Head of the Tourism & Leisure Department at the Management Center Innsbruck, and added: “On the same scale, 77% of the athletes said they were ‘very satisfied’ or ‘satisfied’ overall with their visit. These values underline an extraordinarily high level of overall satisfaction and demonstrate the perfect organizational performance of the team around Alexander Pittl.”
WM ensured longer length of stay
“According to the survey, on average, visitors spent 4.8 days in our country, which is higher than the average length of stay for this year’s summer of 3.6 days.”
sums up Karin Seiler, Managing Director of Tirol Advertising. 57% of guests said that the WMTRC 2023 was the decisive reason for their decision to come to Tyrol. “This shows us that events like this are a perfect fit for Tyrol and are of great tourist value,” says Seiler.
238 hours of live reporting, media value is 3.8 million euros
The media value analysis between September 2022 and August 2023 showed a media value of 3.8 million euros. The event reached over 106 million people and a total of 238 hours of live online coverage during the event. “In the area of multimedia and TV reporting, a new dimension of transmission quality from high alpine areas was achieved, especially thanks to the spectacular images from the camera runners. This innovative production concept was also recognized internationally and created a new standard.”
explains Pittl.
Sustainability and legacy in focus
The research by the Sant’Anna School of Advanced Studies – Pisa also highlights the wide range of sustainable strategies that were used at these World Cups: from recyclable banners to cooperation with public transport associations to the use and renovation of existing hiking trails, a variety of environmentally friendly measures were made Measures implemented. “What was impressive for us in retrospect was that we as organizers were responsible for less than 10% of the overall impact. This shows us that we made the right decisions in the areas that were within our control.”
says Pittl happily. Sustainable mobility was also promoted through cooperation with public transport associations and shuttle services for spectators and athletes.
Tourism impact on the World Cup regions
Barbara PlattnerManaging Director of Innsbruck Tourism, draws a positive conclusion about the World Mountain and Trail Running Championships 2023: “The event marked an extraordinary sporting highlight in Innsbruck that fits perfectly with our alpine-urban brand core. It also stimulated the local economy and presented the region as a friendly host worldwide. We are particularly pleased about the high level of visitor satisfaction, a longer length of stay and a recommendation rate of 75 percent. A big thank you goes to my team, the tourism partners, the city of Innsbruck as well as the volunteers and emergency services organizations for their support in this alpine environment.”
Also Roland Volderauer, managing director of the Stubai Tirol Tourism Association, draws a positive conclusion: “It is the irreplaceable emotions and experiences that have been experienced in our wonderful natural landscape between mountains, natural sites and glaciers and transported into living rooms all over the world through impressive images. The Stubaital was once again able to score points during the World Cup with its perfect accessibility and sustainable mobility. The unique racing atmosphere against the fantastic backdrop of the Stubai Alps will be fondly remembered by everyone involved and our guests and will strengthen our position as the No. 1 hiking destination in the Alpine region.”
Questions & Contact:
Jakob Spuller
WMTRC 2023 Innsbruck-Stubai
Klammstraße 116, 6020 Innsbruck
m: +43 660 6305915
jakob.spiller@innsbruck-stubai2023.com