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Carinthia: 1,000 lakes, but no ideas? Marketing professional demands change!
Carinthia is struggling with stagnating tourism despite 1,000 lakes. Marketing expert calls for AI innovation and bold realignment measures.
Carinthia: 1,000 lakes, but no ideas? Marketing professional demands change!
Signs point to change in picturesque Carinthia, known for its impressive 1,000 lakes. With 13.4 million overnight stays last year, the state appears to be stable, but a comparison with other popular regions such as Tyrol (49.9 million overnight stays) and South Tyrol (37.2 million overnight stays) reveals a clear need to catch up. The marketing professional and advertising therapist Alois Gmeiner expresses sharp criticism of the stagnating innovative power in Carinthian tourism. In a recent post Press release he calls for the use of AI analyzes and a fundamental rethink.
“There is something going on,” says Gmeiner, who sees the current structures in Carinthian tourism as outdated. With a clear pointer, he states that creative ideas are urgently needed to position Carinthia as a contemporary tourism destination. The requests for lectures and innovation coaching from other German tourism areas show that the potential is there, but has not yet been sufficiently used.
Declining numbers and capricious weather
The current figures in Carinthia leave little room for complacency. According to information from Month The months of May and June 2023 show a decrease in overnight stays of 3.2% compared to the previous year, which is reflected in a total of 2,337,468 overnight stays. Arrivals totaled 635,916, down 2.6% from 2022. However, these numbers are the third-best result since records began in 1968, which offers at least a small ray of hope.
But the forecasts for the coming season are also cautious. Declines in May and June were significantly influenced by changeable weather, further reinforcing the trend towards short-term bookings. Overnight stays from the home country of Austria fell by 8.2% compared to 2022, while overnight stays from Germany fell by 2.8%.
A new path for Carinthia
“Carinthia has the opportunity to flourish in a fresh and creative way,” Gmeiner further emphasizes. To achieve this, a game of quality, individuality and digital services is required. Success in Austrian tourism depends not least on targeted impulses for innovation, as well as on bmwet.gv.at can be read. The Austrian Innovation Prize for Tourism (ÖIT) promotes such ideas and offers a platform for talented entrepreneurs who want to bring a breath of fresh air into the industry.
Carinthia in particular could benefit from the award because innovative approaches are in demand. For example, the upcoming 2026 awards will focus on events and meetings, while the theme for 2024 is “Innovative Culinary Experiences.” This shows that the opportunity to reinvent yourself does indeed exist - you just have to have the courage to seize these opportunities.
In summary, it can be said that Carinthia has a lot of potential, but in order to be successful in tourism, innovation and a rethink are essential. The time of stagnating offers is a thing of the past - it's time for new ideas, fresh concepts and courageous entrepreneurs who will shine a new light on Carinthia.