The Summer Season 2024

Enjoyable hiking is and remains the motivation for our guests to come to Tyrol's high plateau in summer. To further sharpen this desirability, we rely on our proven marketing mix of press and newsletters, print and online, collaborations, as well as social media and influencers. Additionally, our team invested significant time, along with external cooperation partners, into several image shoots on the themes of hiking, long-distance hiking, and lifestyle. The resulting photos are already available in our media portal and are among the most significant in recent years. Furthermore, particularly special material was created with the series Almgeflüster & Hüttengeschichten, initiated by Burnz Neuner, which presents the alpine huts of the region in a very personal way. YouTuber @marlenesleben also shares very personal tips in her videos. In summer 2024, she visited us and enthusiastically introduced her followers to Tyrol's high plateau.

Regarding golf, we renewed the landing page and entered into partnerships with hotels, which we consistently promoted in our communications and supported during their golf fair visits in Munich, Stuttgart, and Zurich. Our marketing activities ranged from print to online measures to press and influencer trips. In collaboration with Tirol Werbung, several well-known faces from the scene came to the region and shared their impressions: Puttsnpenalties, Birdie Diana, Golf Swing Germany, and Patrick Psiuk.

In terms of gravel biking, we enjoyed the luxury of receiving a lot of media interest in Tyrol's high plateau without much active involvement from our side. Along with our agency Hansmann PR, we had positioned ourselves early on in Germany and could now reap the rewards. For instance, the well-known journalist Günter Kast, who specializes in the bike sector, wrote an eight-page special report about our region in the bike magazine published by BVA Bike Media. Additionally, the GravelTouren Magazine with a circulation of 172,900 published a multi-page article at the end of October.

Even a year after the awarding of the environmental seal, the topic of sustainability has not gone quiet. We are particularly pleased that several of our hotels have been awarded the environmental seal in recent weeks. This shows that the path of environmentally conscious tourism is supported by many. A recent project also demonstrates this, where Plateau pioneer Markus Daschil had a deadwood hedge built at Wildsee together with the fishermen of the Kaiser Maximilian association, thus protecting biodiversity in the lake.

In terms of mobility, the TVB – after the e-Pistenbully in winter – successfully tested the electric bus Altas Novus City V7 in summer. Furthermore, our sustainability coordinator Michaela Kraler and our Plateau pioneers attended numerous workshops and training sessions to remain future-ready.

Our commitment to sustainability is recognized and acknowledged worldwide. For example, the largest British travel magazine Wanderlust ranked us second on their Greenlist of the most sustainable travel destinations in Europe.

Not a few of our wandering guests have a dog that they bring to the region. Some of our businesses are already set up for this. In 2024, we as the TVB have also dedicated ourselves to this niche topic and created a new landing page. This page not only promotes vacationing with dogs in our region, but is also primarily aimed at raising awareness. The correct behavior rules are therefore prominently featured both online and outdoors in nature on our newly stickered dog waste bag dispensers with "just wow". In our external appearance, we worked with specific platforms and collaborations. Influencers such as @wanderwoof_ and @ofgdogsandmountains visited us and shared the best excursion tips with dogs in the region, as well as our contest with Carnilove dog food (www.allco.de) for a weekend with a dog on Tyrol's high plateau.

Coincidentally, but fittingly, streaming giant Netflix filmed a dog comedy in the region in the autumn, where dog owners visit a dog trainer in the Tyrolean mountains with their cheeky four-legged friends. This will be available on Netflix in 2025.

The early onset of winter in September presented us and the participants of the IML 3 Days Unicorn Walk with a wet and cold challenge. However, everyone mastered it with flying colors and humor, and also developed a fondness for the upcoming winter. Our photographer Andreas Lienert and the social media team led by Tessa Mellinger also captured the most beautiful scenes and images of the freshly snow-covered region and shared them with our guests outside. This resulted in nearly half a million clicks coming together quickly.

After the first snowflakes and wintry days, the golden autumn returned. Thanks to the stable October weather, we were able to showcase impressive shots of the colorful forest and the orange-golden larch needles on our online channels, successfully highlighting our advertising. The combination of hiking and wellness has once again proven successful here. Our autumn events, such as the crafts festival, were very well attended and also generated significant media interest; not least due to the great images that went out.

As the team of TVB, we are constantly striving to improve ourselves and our offerings for you, while keeping an eye on the most important trends and developments in the tourism market. To achieve this, we closely network with national and international partners and are in active communication with experts. In this context, our visit to Garda Trentino and the reciprocal visit should also be viewed. Similar to us, the people of Trentino focus on the product they offer and only engage in marketing once it is right. The exchange regarding the approach of "Product before Marketing" was very exciting. The major topic of AI in tourism also presents a lot of excitement, in which our marketing manager Lisa Krenkel and IT expert Christian Lackner are intensively involved, in order to always stay ahead for the future.