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Tourism expert
Questions for Prof. Hubert J. Siller
On December 10th, the TVB board will present the newly developed future profile of the region along with strategy, together with Prof. Hubert J. Siller. We asked him four questions in advance:
Expert in Strategy & Destination Development
Hubert J. Siller, a university professor and avid Stubaier, has been closely linked to alpine tourism since his childhood. His mother ran the family business, and his father worked for over 40 years at a cable car company. After studying business administration at the University of Innsbruck and spending several years as a researcher and consultant, he returned to the tourism and leisure industry in 2000. At that time, he was entrusted with the establishment and management of MCI Tourism, a role that still excites him today.
In recent months, he has supported the Seefeld region in sharpening its destination profile, bringing a wealth of experience and expertise. Tyrol's high plateau has been well known to him since his youth. He visits it regularly, both professionally and privately.
What makes the profile of a tourism region successful?
Siller: "A good profile must bring clarity about what the destination wants to stand for in the coming years. It is about a shared vision for the future, ideally presented in a very compact form, preferably on just one page."
What do you see as the strengths of the Tirol high plateau? What distinguishes the region from other tourist destinations in the Alps?
Siller: "The high plateau captivates primarily through its unique atmosphere amidst a flat Alpine nature. The easy accessibility and the outstanding cross-country skiing offerings are central strengths of the region for me. You hardly find a pedestrian zone like the one in Seefeld in other Alpine destinations."
The sharpening of the profile and the channeling of the strategy were successful in 2024 – what happens next?
Siller: "In the next step, profile-driven offerings and experiences need to be developed. The true power of a strategy, as is well known, lies in its implementation. Tourist destinations must continuously evolve. In destination research, we refer to this as ongoing rejuvenation."
What role will the entrepreneurs in the region play in the further development of the destination?
Siller: "An important role! The daily interaction with guests and the offerings are essential for the special atmosphere of a region. The necessary ongoing rejuvenation will not really work without the businesses. Because successful destination development always requires strong entrepreneurship on site."
6 + 2 is the still secret formula of the new future profile of Tyrol's high plateau – its details will be revealed during the general assembly on December 10th. We cordially invite you to the Congress Center Seefeld, Hall Olympia, at 7:30 PM!
