Prepared for what lies ahead in tourism
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F.acT: How long has the Competence Center for Sustainability been in existence and what are your objectives?
Nicole Ortler: The Sustainability Competence Center was set up within Tirol Werbung at the beginning of 2023. The reason for this was the increasing importance of sustainability as a key topic for the future of tourism. The aim is not just to use sustainability as a buzzword, but to anchor it as an essential pillar for the further development of Tyrolean tourism. We see ourselves as an internal and external specialist and service center that pools knowledge, offers guidance and works together with partners on concrete solutions. It is important to us to strike a balance between scientific expertise and practical feasibility - in other words, to prepare content in such a way that tourism associations and businesses can work well with it.
F.acT: What specific activities do you currently have planned for the near and distant future?
Nicole Ortler: Over the past two years, we have tried out a lot and continuously evaluated our effectiveness. Clear fields of action have now emerged from this. A central focus is on knowledge transfer and awareness-raising formats. One example of this is the Tourism Mobility Day, at which high-caliber speakers from various fields have their say and thus open up new perspectives for the industry. The exchange with the sustainability coordinators in the tourism associations is also an integral part of our work.
At the same time, we want to anchor sustainability even more firmly as a core topic in our communication. Our work is based on facts and data: We have taken a close look at what needs and expectations our main target groups associate with the topic and are aligning our work accordingly.
In the coming years, we will be focusing more strongly on content such as accessibility and the circular economy. We see great potential in both areas, not only for Tirol, but also for cooperation with other destinations nationwide. Our aim is to present these topics in a practical way and thus offer orientation and concrete support for Tyrolean tourism.
F.acT: Talking about sustainability is easy, but implementing it is much more difficult. What tips do you have for tourism businesses and destinations that want to tackle the issue?
Nicole Ortler: My most important tip is to start small but stay consistent. It doesn't have to be an all-encompassing complete transformation. It is often enough to set a clear focus - be it in the area of energy, mobility or regional value creation - and expand this step by step. Secondly, communication is crucial. Guests, employees and partners should know what you are doing and why. Authenticity and transparency create credibility. Thirdly, use networking and don't reinvent the world. There is already a lot of knowledge and great examples in Tyrol and beyond that you can use as a guide. Exchanging ideas with other businesses or destinations is always inspiring and helpful. And last but not least: Be patient. Sustainability is a process, not a project with an end date. The key is to keep at it and see development as a shared journey.