PlateauIntern Archive

This February is completely under the glow of the Olympic rings. And this is not only in Italy, but also in Tyrol. Exactly 50 years ago, from February 4th to 15th, the Olympic Games were held for the second time in Innsbruck and Seefeld. Many fondly remember this time. So does three-time speed skating medalist Sheila Young (USA), who returned to the region with her family on the occasion of the 50th anniversary.

Lived inclusive hospitality is becoming increasingly important in tourism. By creating a fair offer, you not only adhere to fundamental human rights and ensure sustainable development, but also benefit from a success pattern of the future. The loyalty factor of this guest group is significantly above average.

Conducting 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 take center stage, but diversity should not be overlooked. In summer 2025, our marketing team did its best to master this balancing act. Here you can find an excerpt of our actions:

It may not have been a record summer and the many rainy days are still fresh in our memory. However, the numbers from the summer season show a solid upward trend, once again establishing us as an extremely strong tourist region throughout Tyrol.

With our strategy, we have chosen a future path, having identified two guest target groups through an extensive analysis. Now it is crucial to invest in order to remain an attractive destination.

Tyrol is often reduced to the history of alpine skiing. While it indeed plays a role here, the sports history of the region is considerably broader. Whether it’s alpine skiing, Nordic sports, winter hiking, ice skating or even golf, tennis, and football – history, experience, and visionary spirit have always been intertwined in Seefeld. And at its heart lies the area between Seekirchl and Arena365.

On the high plateau of Tyrol, things are happening: In 2023, the Seefeld region was awarded the Austrian Environmental Label as the first destination, and in 2024, it was established as a Climate and Energy Model Region (KEM). Now, the first cross-municipal citizen participation process begins, inviting all residents to actively contribute, from which Team Plateau is to be established. This team aims to further develop the region together with decision-makers for an even better future.

It’s the little details that highlight a region, shape its overall impression, and create the kind of atmosphere that stays in the memory of guests. Our new stamp stations enhance the region's hiking competence with a small but impressive detail.

At the General Assembly in December, the new strategy with its 6+2 success patterns was presented. Now it is about concretely implementing and bringing to life the elements we can influence.

In early 2025, we entered a partnership with the 45 million member strong outdoor community komoot. The benefits: direct networking with our target groups and insights into guest behavior.

Special mountain experiences like multi-day tours are high on the wish list for families with younger children. Our 3-day hut hike for families fills a real gap in the market.

The winter season has gone positively overall. Although we had little precipitation overall, the cold temperatures kept the thin snow cover stable for a long time. This gave us a great snow season after two winters with little snow and a lot of rain, lasting until March.

There are 30 regional producers on Tyrol’s high plateau, 19 of them in the Leutascher high valley. Nine of them line the newly initiated farm shop loop. This brings local products and their manufacturers into the spotlight and shows genuine appreciation for the work behind it.

Seefeld is the training base for many top athletes. Elite biathletes, such as German Olympic champions Magdalena Neuner and Laura Dahlmeier, have always loved coming to us. Recently, the current German shooting star, Selina Grotian from Mittenwald, filmed for an online TV show at the Seefeld Sports Arena. Our offerings for inquisitive hobby athletes also attract media interest – in May, renowned Swiss travel journalist Christoph Amman will come to the Tyrolean high plateau.

Numerous press representatives and influencers visited us during the just-concluded winter season, sharing their special experiences from Tyrol's largest high plateau with the world. A major focus was on our strategic success model of winter hiking: Particularly noteworthy was the new star-shaped Seefeld high plateau winter long-distance hiking trail with fixed accommodation, which received great acclaim. However, topics like cross-country skiing, alpine skiing, and the increasingly popular niches of winter trail running and ice bathing were also not overlooked.

Winter hiking is not a new invention on Tyrol's high plateau. However, in 2024/25, we are bringing it into the spotlight and giving the hidden champion a new main role.

On December 10, the TVB board, together with Prof. Hubert J. Siller, will present the newly developed future profile of the region along with its strategy. We asked him four questions in advance.

In times of political uncertainties, rapid changes, and soaring cost increases, TVB, in collaboration with Insight Consulting, is exploring new, highly professional approaches in controlling.

The summer season was very positive until the end, despite the early onset of winter in September and thanks to the stable, beautiful October. While Tyrol as a whole finished slightly below the previous year's level, Tyrol's high plateau and its municipalities recorded significantly positive results compared to summer 2023. Below you will find some interesting numbers broken down and analyzed in more detail.

The summer season was marked by several exciting projects and marketing campaigns. The main focus was on the top topic of hiking, but golf, biking, and sustainability also received significant attention. The niche topic of vacations with dogs was also addressed. An exchange with the TVB of the Garda Trentino region provided fascinating insights into the work of our southern neighbors. The early onset of winter not only sparked our interest in the upcoming months.

In 2023, the Seefeld region became the first region ever to receive the Austrian Environmental Seal for Tourist Destinations. Sustainability and resource-saving tourism are not only part of our strategy but are integral to our daily actions. This puts us in a pioneering role in Austria and serves as a role model for other regions, tourism businesses, and the future of our world – our children.

Who doesn’t know it: You hike and enjoy nature, forget a bit about the world around you, and then feel happy when one of the familiar yellow signs shows you the way at the next fork. You usually don't think about it anymore. The effort that goes into a single sign or a plaque on a viewing bench is probably not really understood by anyone.

Thematic trails are a sensitive issue. A few years ago, they experienced a real boom. Therefore, there are many of them not only in the Tyrolean tourism regions. However, the general demand has decreased, or the expectations of guests have increased. As a result, no new trails have emerged in the region in recent years; instead, the existing ones have been scaled back to a manageable extent, and the most popular ones have been redesigned and improved. A successful example of this work is the newly opened Reith Bee Learning Trail.

In order to continue excelling as one of the leading tourism regions for guests and locals, regular investments as well as the expansion and renovation of valuable infrastructures are essential. This spring, our construction team and external service providers worked intensively on many large and small construction sites in the region.

The winter season 2023/24 was a major challenge for all of us due to the unusually warm temperatures and the snow situation resulting from it. Subjectively, one easily got the impression that everything was worse than in previous years. However, the compact numbers in our print edition showed that the actual decline was quite modest; in fact, other aspects such as revenue per bed were very positive. Below, you will find the numbers broken down and analyzed in more detail.

The responsibilities of a tourism association are often reduced to beautiful marketing campaigns. However, successful tourism marketing is more – the product must be right, otherwise advertising becomes a boomerang. Much also hinges on the quality of the infrastructures in Tyrol's high plateau. Only when these are of high quality and convincing can our marketing campaigns be successful. Therefore, the TVB has been investing for years in new, high-quality infrastructures, while also meticulously maintaining those that have long been popular with our guests.

Commonly, the Karwendel Nature Park is the excursion destination in Scharnitz, but for the international sports scene, it is the Banger Park. Established in 2018, it is THE training center for the world's best freestylers. At the beginning of Banger Park, there was a funny-looking ramp with a large airbag behind it. Since then, much has happened, and Scharnitz has become the Mecca for all ski and snowboard professionals in the freestyle area.

A whopping 20,000 media files in the highest resolution are available in our archive. We provide the best of these to our members through our media portal.

Despite the difficult weather and snow conditions, we were able to present the Seefeld region using a balanced marketing mix – including PR articles, photoshoots, programmatic and social media campaigns, collaborations with agencies, as well as blogger and influencer trips – effectively reaching our target groups. We focused particularly on the topic of ski alpine.

The Ganghoferlauf is one of the most important events in the region and is continuously optimized and improved. This year, despite all adversities, the 57th edition took place. The challenging weather and snow conditions as well as the resulting relocation of the long races to Seefeld put the Ganghoferlauf to the test, but at the same time contributed to the success story of the race.

The past winter season started strong in the pre-winter period, remained stable during the main season, but then significantly declined from March onwards. However, we are not alone in this season development. Late winter tourism is changing throughout the Alpine region. The reasons are diverse.