Prepared for what lies ahead in tourism
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F.acT: What is the focus of Tirol Werbung's trend and future research?
Nadin Reinstadler and Greta Renner: Located in the Research & Innovation department, headed by Christian Wührer, the Tirol Tourist Board actively conducts trend and future research as well as implementing innovation projects. The Tourism Research & Data Projects team is responsible for trend and future research. This means that we deal with the megatrends, developments and changes of our time and can derive effects on (Tyrolean) tourism from them. Trend research and futurology are instruments for describing changes and trends in all areas of society. They deal with the probabilities and mechanisms of how social, technological, economic, ecological (...) phenomena come about and how they will continue to develop. The aim is to make systematic observations, descriptions and assessments of new developments and to recognize their effects at an early stage.
F.acT: What is the difference between trend research and futurology?
Nadin Reinstadler and Greta Renner: Specifically, in trend research we deal with existing or emerging trends, while futurology is more concerned with the medium and long-term effects of change movements within a larger, holistic framework and describes possible futures. What trend & future research does not produce, however, are fixed statements about the future or unfounded, subjective, unspecific predictions - because ultimately none of us can look into a crystal ball. Tirol Werbung uses findings from trend and future research as a basis for orientation and decision-making and works with these in its strategic and operational development. We deal with global and social developments, recognize them at an early stage and can translate them for tourism. Specifically, the megatrends and the resulting macrotrends are interpreted for tourism and made available - for example by means of the 2024 trend radar. This in turn helps to incorporate this knowledge into theme/project/product development, etc.
F.acT: What strategy are you pursuing with your Future Lap?
Nadin Reinstadler and Greta Renner: Things get more concrete in our Future Lab, where we work on forward-looking ideas and innovations that could be decisive for Tyrolean tourism in the next ten years. The focus is on issues that create measurable added value for the entire industry. These ideas are examined, further developed and evaluated for their feasibility in a clearly structured and transparent process.
However, this is not just a reaction to forward-looking topics, but also an active effort to collect new impulses and innovative approaches from the regions of Tyrol, make them visible and make them usable for the industry. At the same time, the Future Lab creates a platform for exchange and cooperation with partners throughout the province. The aim is to utilize synergies, share knowledge and jointly develop innovative solutions for the challenges of the future.
By combining scientific trend and future research with practical innovation processes, Tirol Werbung is placing a clear focus on securing the future of Tyrolean tourism.