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Summer 2025
Marketing Review
Successful marketing work in tourism is a complex task. It is important to keep both the present and the future of the region in mind. Focus topics should be at the forefront, but diversity should not be neglected. Even in the summer of 2025, our marketing team did its best to master this balancing act. Here is an excerpt from our actions:
Focus Hiking
As defined in our strategy, we focus on hiking as a central theme in the regional applications. Therefore, it featured prominently in all our marketing categories. One of our most important partners is Austria's Hiking Villages. Tirol's high plateau is not only an active member of the grouping, but we also launched premium campaigns on the themes "Hiking with Family" and "Hiking in Autumn". Furthermore, we were the host region for the project "The Hiking Summer of My Life". The three winning teams of a large content creator competition captured their most beautiful moments in our region and shared them on Instagram with a wide audience.
For many hiking guests, the platforms bergfex and komoot are of great importance when choosing their travel destination and planning their vacations. We also ran campaigns on these platforms. On komoot, we were represented with "Sponsored Collections", reaching a large target audience.
The certification of Leutasch as a hiking village and the award of the star-shaped Seefeld winter hiking trail with the Tirol Touristica Award also had a positive impact on the marketing.
Visitors on site
Thanks to this and similar advertising measures in recent years, we had a number of journalists and influencers visit us during the summer months. Hiking, especially in combination with children and family, was the most requested topic. Many great contributions were created, particularly regarding the new family-wide hiking experience.
Johanna | Outdoor travel blog for families @we_are_happy_here
Paulina @mum_in_berlin
Other examples would be:
Nils Weichert @waldbaden.berlin
Of course, as TVB we also provided our social media audience with organic posts and campaigns across all important channels. In addition, print advertorials and ads were placed in the DACH region and the Netherlands to be well positioned in the marketing mix. Nice examples include the page in the Swiss Travel Trends magazine (over 320,000 readers)
as well as those in the Sunday newspaper Wilhelmshaven (circulation 448,000)
Diversity
Alongside our core themes of hiking and family, we launched a golf campaign and a campaign for vacationing with dogs together with seven hotel partners. The TVB is an active member of Golf in Tirol and Golf in Austria. With the active support of the internationally renowned Spa Camps held at the Hotel Interalpen in October 2025, the topic of wellness also moved to the forefront just in time for autumn. During the Pre-Camp Tour, we visited the Alpin-Resort Sacher and the Hotel Klosterbräu with the participants.
Target Markets
With the support of Austria Tourism, we actively participated in both old and new target markets. Lisa Krenkel and Janina Sauer visited the Netherlands twice and promoted our summer and winter offerings. The measures taken here have already reflected in very good numbers. Additionally, we were part of the ÖW campaigns in the Netherlands, Switzerland, and Belgium.
For the future
In the coming years, our photo and video team was in focus on every beautiful summer and autumn day. Under the direction of Tessa Mellinger, Andreas Lienert worked together with external photographers and film teams to provide the appropriate visual material for the topics and target groups defined in our strategy. Large-scale shoots with families seeking relaxation and demanding travel enthusiasts were frequently on the agenda. The corresponding files can be found in our media archive. The collection for children and families can be found at:
The files for discerning travel fans can be found in the other topic sections. The latest photos are always available at
Meanwhile, we were busy creating the second Obenauf magazine, in which our strategy is told through stories. The distribution and shipping of the winter edition is currently in full swing.
Digital Presence
Last but not least, we would like to mention our technically skilled, digital presence. The discerning guest prefers to inform himself independently and "unbiased" about his travel destination. State-of-the-art webcams and weather stations with 24-hour forecasts are important tools in this regard. Therefore, we rely on the latest technology in Arena365 and at the ski jump, have upgraded in Wildmoos, and can proudly look back on 12 million accesses in the past five months.
Our next project is to establish a reliable system with a clean stream on PlateauTV as well as improving the visitor capacity monitoring with accompanying recommendations. Currently, we are already collaborating with Kachelmannwetter and Drei in the field of weather forecasts as well as with the weather offensive in television.