Europe’s mountain destinations are attracting increasing tourism as a warming climate pushes holidaymakers to look for “coolcations” in peak periods.
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Tyrol, an Austrian state in the Alps, draws visitors all year round to its ski resorts, hiking trails and historic towns.
With a deeply authentic culture of hospitality and an emphasis on sustainability, the destination is tapping into travellers’ growing preferences for slow and responsible tourism.
A year-round mountain destination
Tyrol’s spectacular landscape is one of its biggest draws. “In the winter, there are 80-90% skiers; in summer, we have 80% hikers,” says Karin Seiler, CEO of the Tirol Werbung tourism organisation, in an interview with Euronews Travel at ITB Berlin.
“The atmosphere of the mountain through the meadows, through the valleys, through the landscape is what makes Tyrol special.”
Seiler says that the destination has been developing its attractions that cater for sports tourism and outdoor adventures.
“We have extremely high-quality mountain trails and slopes,” she says, adding that infrastructure such as trail signage and ski lifts is constantly being renewed.
Tyrol has also long been marketing itself as a four-season destination as part of its push for sustainable tourism.
“For us, it's important to see that the Alps have a special attractiveness in every season,” she says. This helps spread tourism throughout the year, which is beneficial for both visitors and the environment.
In the same vein, Seiler says longer holidays are better. “They are more sustainable, with less CO2 emissions, less on- and off-road, and visitors can experience the country more intensively.”
Wellness and hospitality
The mountain destination has also been building on its wellness credentials.
“The affinity for the summer holiday grows every year in all Alpine countries,” says Seiler. “A holiday in the mountains with movement has a very high relaxation effect, calming the spirit while connecting with nature.”
The slopes are dotted with stellar spa hotels boasting outdoor pools with sensational mountain views, detox programmes and sports like horse riding and yoga.
Seiler also emphasises the quality and authenticity of hospitality in Tyrol.
“There is a personal relationship between the hotelier and the guest,” she says. “Almost 90% are still family-run hotels, which is something very special compared to other countries.”
She adds that the hotel industry is also undergoing “constant innovation, constant new wellness facilities, new ideas for the guests”.
Culture and culinary prowess
It’s also worth exploring Tyrol’s towns and cities. Seiler recommends Innsbruck for majestic Imperial architecture and the Nordkette funicular affording panoramic Alpine views.
The ski resort of Ischgl is a must-stop for gourmands, with three Michelin-starred restaurants as well as classic mountain huts serving the iconic “Kaiserschmarrn”, a dish of fluffy pancake pieces served with jam.
For something truly memorable, visit Rosi Schipflinger, the “Singing Hostess” of Rosi's Sonnbergstuben. The restaurant in Kitzbühel is located at 1,200 metres, accessible via the Bichlalm lift, and famed for Rosi’s yodelling performances.