#together

Lukas Krösslhuber: This is precisely the question we have been working on intensively with our citizens since 2017. After all, quality of life cannot be defined or prescribed unilaterally. For us, tourism is not an end in itself, but one of several ways to improve the quality of life in a region. To achieve this, we need to look at its positive aspects - such as leisure opportunities, infrastructure, gastronomy, social encounters and much more - but also honestly address the negative side effects such as traffic, energy and land consumption, noise, waste and crowds. And finding solutions together. During the quieter winter months, we have been working intensively on this under the motto "Change as an opportunity". This resulted in a firmly established self-image, which now forms the long-term foundation of all tourism work and the framework for future strategies. We are working towards our vision of "Quality of life through sustainable tourism" by listening and promoting dialog, taking responsibility for nature and society and thereby improving value creation.

Lukas Krösslhuber: The pandemic-related debates about how tourism needs to change in the future have confirmed that we are on the sustainable path we were on long before corona. We have seen the crisis as an opportunity to pursue this responsible path even more consistently. This means that we also put Strategy 2024 to the test again before it expired with professional support, sharpened it in some areas and expanded it where necessary. Specifically, we added the action areas "Responsibility for nature" and "Regional cycles" to the strategy and formulated our goals even more clearly.

Lukas Krösslhuber: This clear commitment to sustainable tourism at all levels is underpinned by specific projects and services. Both through existing ones, which we want to focus on even more intensively - from free local mobility, green events and the common good balance sheet to the renunciation of fireworks. But new project ideas that have emerged directly from the "Change as an opportunity" process are also being pursued with enormous commitment. For example, a TVB project group is currently working on the topic of "car-free vacations". Another group is working on how waste can be significantly reduced in the hotel and catering industry. The third group is concerned with the protection of nature. An overview of all the projects can be found here .

Lukas Krösslhuber: In order to really make progress here year after year, several conditions must be met. Firstly, we need appropriate structures and responsibilities, which we have created through the new "Offer and Living Space" department. Secondly, funding for sustainable projects and measures, which we secured through the local tax increase in 2019, among other things. Thirdly, employees who live our self-image and continue to work on their passion projects even when everyday life catches up with them again. Last but not least, we need each and every one of them: Citizens, guests, tourism professionals who implement small things in their environment for the greater good.

Katharina Muck: Just like our work program, the campaign is based on the results of the quality of life process. Because even if the Wilder Kaiser is unique - many regions in the Alps have beautiful mountains. We want to tell our guests, but also the locals, openly and honestly what we stand for. And #wirzusammen sums it up perfectly: together we have been shaping this region for years. Together we are developing it further and together we are the key to a future worth living. It is very important to us that we only communicate content in our campaign that is not empty shells, keyword: greenwashing. Everything we communicate to the outside world is based on our specific projects. After all, credibility also means not just presenting beautiful subjects - but also providing proof of our performance. As the Managing Director has already mentioned, this includes both those projects where we are already well advanced in terms of implementation - such as on-site mobility - and those that we are just starting.

Katharina Muck: Yes, there is: We will send postcards to all households in the region, for example - we always do that when there is relevant information for the people living here. This also applies to #wirzusammen. There will also be posters, advertisements and the like for the new campaign so that it really reaches everyone. We also have our own newsletter for locals and are always happy to receive suggestions on all channels.

Why are we making such an effort to communicate with the entire region? The best chance of ensuring that the vision is supported by as many people as possible is the opportunity to participate. Everything that we have now been able to present as a result is based on years of exchange with those who are affected by it. As a result, most of them are now reflected in the outcome, as many of the specific projects were initiated by the citizens themselves. One example is the "Wilder Kaiser marketplace": The high quality of our regional products and how we can make this even better known was repeatedly discussed in the meetings - today there is an information platform and we produce videos and blog posts in which we bring our producers in front of the curtain. We want to continue to do this in the same way.

You can find detailed information about the quality of life project at the Wilder Kaiser as well as specific projects and the #wirzusammen campaign here.