Prepared for what lies ahead in tourism
Stay up-to-date with current, independent statistics and information on tourism in the Alpine region.
What is the Destination Impact project about? What problem are you trying to solve?
Thomas Kohler: Tourism destinations face a double challenge: on the one hand, experiences are key drivers of economic success, on the other hand, they can have a negative impact on the environment and local communities. With the Destination Impact project, we are investigating how travel experiences in Alpine regions can be designed to make a positive contribution to the environment, society and the economy. The concept of "net-positive experiences" is at the heart of the study: activities that give back more than they claim. What is needed are experiences that combine emotional enthusiasm with sustainable impact. The Destination Impact report uses 34 interviews and 12 experience inspirations to show how experiences contribute to the sustainable development of regions and how destinations can promote this potential.
What are the key findings of the project?
Thomas Kohler: We propose three changes of perspective in order to tap into the potential of net-positive experience design:
- From avoiding negative effects to creating positive effects
- From standardized activities to designed experiences
- From isolated measures to integrated sustainability
Our analysis shows: Net-positive experiences offer diverse ecological, socio-cultural and economic impact potential and can be designed in a targeted manner. We identify key experience elements and present specific design patterns and experience inspirations from Alpine regions for each element.
What recommendations for action can you give to Alpine regions and tourism companies?
Thomas Kohler: We recommend that providers systematically integrate sustainability into their experience design. Sustainability is not an add-on, but the key to innovative and future-proof offers. The central experience elements give providers orientation for a holistic design:
- Shapes the experience space: directs visitor flows, relieves hotspots and uses meeting points as learning spaces.
- Promotes climate-friendly mobility: Facilitates travel and expands car-free offers.
- Promotes active participation: Enables joint action and makes sustainability tangible with all senses.
- Creates authentic encounters: Brings guests and locals into exchange and opens up meeting spaces.
- Embodies responsible hospitality: Lives sustainable values authentically, makes them tangible for guests and deepens them through reflection.
- Conveys knowledge in a lively way: Brings sustainable topics to life with stories and broadens perspectives.
- Integrates culinary delights: Makes regional products a sensory experience, strengthens local producers and promotes conscious enjoyment.
- Shapes prices responsibly: Incentivizes sustainable behaviour, strengthens fair partnerships and anchors ecological and social values.
Destinations should take on four key roles on the way to becoming net-positive:
- Innovation promoter: Identifies regional potential, networks stakeholders, creates innovation-friendly framework conditions and develops a vision for net-positive experiences.
- Experience coach: Supports providers through knowledge transfer, practical advice and needs-based infrastructure development.
- Impact navigator: Develops clear impact criteria and networked data systems to make sustainable experiences visible and controllable.
- Marketing partner: Positions sustainable offers as a benefit, facilitates booking processes, supports market development and promotes innovative business models.