Hidden Champion Winter Hiking

In the winter of 2022/23, Tirol Werbung conducted a large-scale survey on the topic of winter hiking in the core markets of Germany, Switzerland, Austria, and the Netherlands. On average, about 50% of guests indicated that they go winter hiking, whether as a main or secondary activity. Only alpine skiing is more popular. As secondary activities, winter hiking guests mentioned alpine winter sports (skiing, snowboarding), strolling, and enjoying local food. Winter hiking is gaining increasing importance in our core markets; a development that must be taken into account in our profile sharpening.

In Tirol's high plateau, winter hiking has always been a tradition. Prepared paths to Wildmoos or to Gaistal have existed for ages. Meanwhile, our trail network covers 142 kilometers, is connected, and is among the largest in the Alps; only a few areas have a similar offer. Additionally, the region benefits from natural conditions. At an altitude of 1,200 meters, it is expected that closed snow covers will be present regularly today and, according to climate forecasts, in the coming 25 years as well. In case of snow shortage or during transitional periods, our paths are also accessible, as they do not traverse meadows and fields like in other places, but rather run almost exclusively on the solid surfaces of our summer paths. This facilitates daily preparation by the TVB construction team and our experienced partners, who always ensure that the paths are in the best possible condition, regardless of the weather.

The geography of the high plateau is yet another incredible advantage that makes us unique and cannot be replicated by other regions. Most of the winter hiking trails are flat and sunny, starting and ending in one of the five villages, but they also lead through much untouched nature away from roads. There are no shady paths in the valley bottom next to the main road, which can only be avoided through cable car rides or steep climbs with significant elevation gain. This hits the nerve of our guests: winter hikers are pleasure-seekers who appreciate healthy movement regardless of age and fitness, enjoy needing minimal specific equipment, and being able to start flexibly at any time without having to search for parking or wait in line. Furthermore, the tranquility in nature, a certain desired solitude, and the sustainability of hiking, which avoids artificial snowmaking and interference with nature, are motivating factors.

The Tyrolean high plateau can perfectly fulfill all these desires and thus belongs to the leading winter hiking regions of the Alps. Two official long-distance winter hikes and one certified winter circular hiking trail confirm this as well. Therefore, a marketing focus will be placed on this product in the future. Ultimately, our overall offering will also benefit from this. Because winter hiking guests and their companions usually engage in at least one other winter sport. Be it cross-country skiing, skiing, tobogganing, ice sports, or simply wellness and shopping, the region can fulfill all these desires as well. Therefore, this diversity will always be advertised.