Fraune, what role does sustainability play for the Tiroler Zugspitz Arena?
'This issue is very close to our heart. It is part of the national tourism strategy 'The Tyrolean Way - Perspectives for Responsible Tourism Development'. Only recently the decision was made that we will apply for the Austrian Ecolabel for the district of Reutte. Since last year, we even have a sustainability coordinator who takes care of such matters. Such a position is now mandatory for all tourism associations (TVB) in Tyrol. TVB Lechtal, Naturpark region Reutte, Tannheimer Tal and Tiroler Zugspitz Arena have implemented this together, as we all face similar challenges in terms of sustainability. For example, this relates to mobility aspects, such as the arrival of guests. We are also currently working on a strategy and mission statement process for the tourism association. In this will be anchored our themes of sustainability, conservation of resources and the environment, as well as digitalisation," he said.
In 2023, the prologue event to the new AlpenKlimaGipfel took place on the Zugspitze. How did the idea for this come about and what is it about?
"We asked ourselves the fundamental question of why we shouldn't talk more decisively about climate change and sustainability - that's how the idea for a discussion round was born on the Zugspitze, the border town between Bavaria and Tirol," he said. On the Tyrolean side of the Zugspitze, Germany's highest mountain, experts discussed the biggest challenge of our time in the highest TV studio in the Alps at nearly 3,000 meters. The agency with which this was set up is ProMedia Kommunikation GmbH in Innsbruck. The cooperation also involved the Lebensraum Tirol Holding with Tirol Werbung, the local agency Tirol and the agricultural marketing Tirol. We want to convey to the public that we take the protection of our planet very seriously in our destination development. The AlpenKlimaGipfel brings together experts from meteorology, tourism, business, politics and leading scientific media to network and exchange. Everyone brings their individual point of view, so that the whole thing is given a global perspective.
What innovative solutions did the participants present, for example?
„Patricio Hetfleisch, director of Tirol Werbung, presented the new travel information platform "GRETA" - which stands for Green Travel Alternatives. When booking a holiday, users can see which travel route is associated with the lowest ecological footprint. Marcus Hofer, managing director of the Tirol Regional Agency, presented the EU project "MountResilience," in which the State of Tyrol, the University of Innsbruck and the Tirol Energy Agency among others participate. The aim is to develop solutions that increase the resilience - that is, the resilience - of Europe's mountain regions to climate change. Tyrol, for example, scores points with eco-friendly ideas for the future of ski resorts. The start-up company Terawind is developing wind turbines specifically for strong winds, such as those that occur in the Alps, to convert them into electricity.
Those who were not present could watch the event on the home screen.
„Star presenter Thore Schölermann hosted the Prosieben talk, which was broadcast as part of the 15th Green Seven Week on TV and live stream. Verena Schneider held a similar format as part of Gamechanger, which is available in the Vimeo media library. We were able to raise awareness among viewers and make it clear: it is not five to twelve, but really twelve. This challenge affects all of us, so we have to pull together," she said.
What conclusions do you draw from the discussion?
„It was crucial for us to find approaches with which we can initiate active changes - we have definitely succeeded in this with the new impulses. This was also given to us by Gabriel Baunach, author of the book "Hoh die Hande, Klimawende!," who speaks not of the ecological footprint, but of the ecological handprint. According to him, the former is associated with renunciation and thus has a negative connotation. However, if we manage to connect with each other and get involved, we can turn the whole thing into a positive normality. This can only be achieved if we "put on hands' in our daily lives."
The AlpenKlimaSummit will take place every year from now on. What's planned for 2024?
„From 27th to 28th June 2024, the event will take place in full for the first time. In addition to the media-accompanied expert talk on the Zugspitze, there will be smaller discussion forums. Locals are also welcome. Those interested can look forward to a colourful potpourri of topics and participants. All participants in the Prologue have expressed their interest in taking part in this event - this alone shows how important these issues are for all of us.
