New impulses for cultural tourism in the region

On November 12, a panel discussion took place on the objectives of “cross-border cultural tourism” based on an initiative by Andreas Leisner, director of the Erl Festival, and Johannes Erkes of festivo in Chiemgau. This was a cooperative event as part of the “Interreg Bavaria-Austria Program”. The region is characterized by high-quality offers, especially in the field of high culture, and enables an attractive combination in connection with nature experiences. According to Johannes Erkes, what is already successful can be even better in cross-border cooperation. Travelers do not think about the border anyway. In the panel discussion, Euregio Inntal Vice President Barbara Schwaighofer pointed out the exemplary character of the initiative: the region as a microcosm of the EU, also in terms of joint action. In her keynote speech, Verena Teissl emphasized that the partnership between tourism and cultural institutions is the best prerequisite. However, she also said that the development of empirical foundations with regard to target groups and the communication strategy is a useful contribution.

HOW CULTURE AND TOURISM CAN COME CLOSER

On November 13, the first symposium of the Tyrolean Tourist Board on “Culture and Tourism” took place at the Tipotsch Art Hotel (Stumm in the Zillertal). Doris Rom from Upper Austria Tourism introduced the development and goals of the cultural tourism strategy “Alle! Alle! Kultur”, which was created on the occasion of the two major events Anton Bruckner 2024 and Salzkammergut 24 and is intended to strengthen tourism in Upper Austria in the future. Karin Seiler, managing director of the Tyrolean Tourist Board, presented the strategy for making cultural offerings in Tyrol more visible in the future and thus contributing even more to value creation. Sarah Blümel, topic manager for culture, highlighted details such as the use of cultural ambassadors and measures for networking and exchange. Finally, Verena Teissl spoke about the important role of cooperation. Especially since tourism and culture pursue different goals, mutual consideration of the respective interests and the establishment of a culture of values is of particular importance.

These two events were in line with a Europe-wide trend and highlighted the potential of cultural tourism. So far, cultural tourism in Tyrol has played a role in individual regions. For example, the Kufsteinerland TVB has been developing a cultural tourism strategy with offers that go beyond the well-known offers in Erl for 20 years.  

POTENTIALS OF CULTURAL TOURISM

The cultural experience can, but does not have to be the reason for the trip. According to international research, cultural offerings always contribute to the choice of destination. In addition to extending the length of stay, the potential of cultural tourism includes, in particular, deepening the travel experience through authentic encounters. Travelers experience as authentic what is also perceived by locals. This desire for authentic cultural experiences intensified throughout Europe in the wake of the European Capital of Culture and its engagement with regional history. Contemporary and high-cultural cultural offerings and festivals, especially in rural areas, therefore offer a wide range of opportunities for complementary and cross-border cultural tourism.