Product before marketing

According to tourism expert FH-Prof. Mag. Hubert J. Siller from Management Center Innsbruck, behind every successful marketing effort lies a strategic success logic. This is only achieved when three other steps have taken place before marketing. First, we need to understand what needs our guests have, then we need the competence to satisfy these needs. Finally, and probably the most important point, a product must be created that meets this need. To be specific: We know that many of our summer guests are looking for a change of scenery in the region by hiking in almost untouched nature as comfortably and safely as possible.

What should our hiking trails and experiences, our products, look like? The "Promenandenwege" advertised a few years ago were not it. Although the demand for gentle hiking was high, the image of the promenade did not match hiking in the mountains. The advertised offer was not sought after by guests. We are better off with a varied network of paths that has something to offer for every requirement; from a comfortable walk to interesting themed and long-distance hikes to a challenging summit tour. However, our successful and visually appealing marketing of the diverse offerings raises high expectations.

Meeting these expectations on-site is the most important and difficult task in Siller's strategic success logic. This includes the regular maintenance and expansion of our infrastructure. Especially in the age of social media, the best advertising campaign can flop if the product behind it does not fit. Guest dissatisfaction often manifests itself as a "shitstorm" and spreads faster than any cleverly placed and expensively paid marketing action. The work performed by the construction teams of the TVB is therefore one of the most significant building blocks for the success of the region. More than 1,000 hours of work are devoted each year from June to August solely to the maintenance and expansion of our infrastructure. Additionally, the TVB has invested more than 4.6 million euros since 2021 alone. Daily maintenance of the infrastructure, from emptying trash bins to path inspections, incurs additional hours and costs.

The investments made include large projects such as the maintenance and expansion of the path network as well as the Brunschkopf viewing platforms and Kurblhang, the renovation of the Geisterklamm, contributions to the Information Center and the Museum Holzerhütte Scharnitz as well as to the Peace Bell. Smaller projects are also significant, such as the redesign of the Bee Learning Path in Reith, the expansion of the regional Kneipp facilities, and in winter the toboggan hill at the Seefelder Seekirchl.

It should also be noted that all these "products" that contribute to the tourist success of our region are not possible without partners. Large projects, such as the recently repeatedly requested cycling network, can only be implemented in collaboration with the plateau communities; financing and funding depend on active cooperation. Other projects stand and fall with the approximately 1,000 property owners who support us as the TVB and thus all tourism stakeholders as well as the entire region through their involvement. We owe them our gratitude.

The round 10-ton Peace Bell, a sight to behold, does not remind us of Dürer with its impressive ringing every evening at 5:00 PM, but rather calls attention to humanity's most precious asset: peace. Erected for the first time in Mösern in 1997 to celebrate the 25th anniversary of the Arge Alp, it tolls for a good neighborly relationship between the Alpine countries.

The Peace Bell touches on the fundamental needs of our guests for peace and safety, conveys exciting snippets of knowledge on the information panels, and at the same time provides a sublime outlook towards the future.

Since then, the path requires a lot of attention and time every spring to repair winter damage and to make it safe to walk again. In 2023, the trail underwent a complete renovation and received a newly designed themed trail with 25 stations and information panels about the Gorge Spirit and its friends, created by the TVB Seefeld and the municipality of Leutasch.

The Gorge Circuit caters to guests of all generations, from grandparents to grandchildren, fulfilling their wishes for exciting adventures, safe thrills, genuine nature experiences, and diverse information. The Gorge Spirit has thus become one of the real success products on Tyrol's high plateau.