Alpine idyll and tourism? An example of success

Especially during the corona crisis, the question of secluded, remote and natural vacation options became all the more pressing. But traditional alpine life and tourism - is that even possible? Authenticity, closeness to nature and, last but not least, originality are among the irreplaceable characteristics of alpine farming. Can this be successfully combined with a tourism product, especially in the long term?

The "School of the Alpine pasture" - an example of success

An issue of the Tyrolean tourism magazine SAISON has already been dedicated to the important natural asset of the "Tyrolean Alpine pasture". The central question here was: How do alpine pastures and tourism actually fit together? The "School of the Alpine Pasture" in the Valsertal valley shows how this can work in its original form. Werner Kräutler, chairman of the associated association, told TTR all about living, working and vacationing on the mountain pasture. "The origin of the idea was relatively simple. I came from the Way of St. James via the Brenner Pass to St. Jodok, one of the mountaineering villages. That's where I discovered the "Roas mit der Goas". Helga had started to run her family mountain hut again. I found that exciting for me and my blog. I wrote to her straight away and then went up to the mountain pasture next week. I stayed there longer - they still needed wood for the winter and the hay still had to go into the barn. So I stayed longer," says Werner about discovering the alpine pasture. Helga, the alpine dairymaid, managed the entire alp alone, including farming, cheese-making and herding the 16 goats. This is how the first collaboration between Helga, Werner and a few volunteers developed, until it finally became clear that it wouldn't work on its own. So more volunteers were needed to help out on the mountain pasture. But that's not all: after all, life on the mountain pasture is also exciting for guests from outside the Vals Valley. With courses, a school on the alp, the search for helpers would be easier and the alp would also have a benefit for guests and the valley. "We then founded the association, drew up the statutes and put together a team of volunteers - our mountain pasture instructors. Then came the first "Beisswurm", our Alpine pasture magazine, which we then sent out," says Werner.

Longing for alpine pastures

In his publication "Über Almen zwischen Agrikultur & Trashkultur", Christoph Kirchengast describes the alpine pasture as a place of longing, tranquillity and home, which on the one hand exerts a magical attraction, but on the other hand has also been idealized and glorified by the media. "What is a mountain pasture? It is a romantically exaggerated form of freedom. It goes back to the Bronze Age. Back then, alpine pastures were far removed from obligations. They were away from the nobility, away from the church, away from the mechanisms of oppression. Today, people still have very romantic ideas," says Werner. "You're not an Almeler after our school of the Alm, but you know how hard the work here really is," says Werner Kräutler. But most of them would leave even happier. Why? "Two managers told me it was the best vacation of their lives. And they've been everywhere. Then they say: there has never been a vacation where they didn't think about their job. They were only there in their thoughts." The most important thing, however, is that the work is meaningful, explains Werner. Without this work, the alp would not survive for long, he always makes that clear to them. "You work and pay for it, so you're really funny people," is how Werner often greets the participants. For this to work, however, it needs to be genuine and authentic. "People don't want anything fake, no false farmer romance," he emphasizes. The team at the Schule der Alm association therefore attaches great importance to the authenticity of the experience, which is conveyed above all by the mountain pasture teachers and people. "We have people who live in the Alps and with the Alps. Hans arrives just as he does in everyday life, barefoot and in loden pants. That's the only way it works." What else do people take home with them from the "School of the Alps"? "Homemade herbal salt," laughs Werner. In addition to a fulfilling and meaningful vacation, little things are also important.

Alpine school and tourism

Werner Kräutler has the target group of the "Schule der Alm" in mind: "On the one hand, our target group tends to be well-off guests who experience a lot of responsibility and stress in their everyday lives. On the other hand, we also have participants who want to get a taste of alpine life themselves, or who want to take over an alpine pasture themselves and thus further their education." With 40 participants per Alpine season, the "School of the Alpine Pasture" is a very small project by Tyrolean tourism standards. Can such a regional initiative be transferred to other areas? "Yes and no," says Werner, "the important thing is to differentiate. It definitely has to remain appropriate to the region. If it becomes too big and impersonal, then something is lost: authenticity. You can't convey an area and a story that you don't know. Regional players play a key role in these projects." And the concept works: Guests come back, they appreciate the familiar, personal connection to the region. This close relationship with the region not only benefits tourism, but also the valley itself in emergencies.

"In order to be the "School of the Alps" in the long term, we will also be offering special courses from 2021. More importantly, however, we have a base of trained volunteers who can help out in emergencies. In spring 2019, for example, we helped to rebuild the Flittneralm in the Inner Valsertal after the harsh winter. There are snow cornices from 1200 meters altitude down towards the alp. The trees fell 200 to 300 meters after the avalanche stop. But the alp has huge stands of green alder, which are extremely valuable ecologically. We then launched our appeal and within 10 days over 40 people got in touch to help us. That would not have been possible otherwise." It is also about showing appreciation for the regional players. "Many of our mountain pasture teachers, who are farmers themselves, have heard for the first time in a long time that their hard work is worth something and is also appreciated and seen," emphasizes Werner.

"It's a win-win situation. We can save many mountain pastures and alpine meadows, and on the other hand we have guests and participants who keep coming back to the region. The only problem is to create the necessary infrastructure, such as open hotels and inns in the off-season," says the association chairman about the next steps.

About Werner Kräutler:

I had the pleasure of getting to know Werner during my time at Innsbruck Tourismus as a blog veteran in Tyrol. His stories and hikes not only take him to hidden places, but also uncover all kinds of hidden, mystical and exciting things. You can read more of them on his blog "Tirol isch Toll" and you can also find even more stories on the official Innsbruck blog of the TVB. If you want to find out even more about Tyrol and the world on your doorstep, a look at Werner's book "50 things a Tyrolean must have done" will certainly help. And when Werner is not in Tyrol, he always brings back exciting stories from his pilgrimages, for example here.