Tyrolean Zugspitz Arena welcomes the head of Austrian Tourism: Positive development and successful partnership

The Tiroler Zugspitz Arena recently welcomed Astrid Steharnig-Staudinger, Managing Director of the Austrian National Tourist Office, to the region. Discussions with Björn Scherer, Managing Director of the Tourism Association, and Chairman Theo Zoller focused on the very successful winter season so far, the long-term positive development of the Tiroler Zugspitz Arena, and the successful collaboration with the Austrian National Tourist Office.

The Tyrolean Zugspitz Arena is located on the Austrian side of the Zugspitze mountain and comprises seven villages: Ehrwald, Lermoos, Biberwier, Berwang, Bichlbach/Lähn-Wengle, Heiterwang am See, and Namlos. As a year-round holiday destination, the region offers a wide range of leisure activities – from hiking, biking, and water sports in the summer to skiing, cross-country skiing, and winter hiking in the colder months. The Tyrolean Zugspitz Arena Tourism Association is the region's official destination management organization and serves as the central point of contact for guests, partners, and the media.

Even though the winter season continues until the end of April and a final assessment can only be made afterward, the overall picture in the Tyrolean Zugspitz Arena is already very positive. The winter months so far have been extremely successful. The region has seen consistently good and sustainable development in recent years. The 2024/25 tourism year saw a record number of overnight stays and a 3.3% increase in arrivals. The most important source markets, Germany (62.87%), the Netherlands (19.87%), and Belgium (5.36%), also performed well. For Björn Scherer, Managing Director of the Tyrolean Zugspitz Arena, this development is a clear signal: "We are delighted with the very satisfactory winter season so far. It is still too early for a final assessment, as, in addition to high-booking events such as Carnival and the spring holidays of Dutch guests, further bookings depend heavily on snow and weather conditions."

Targeted collaboration for international visibility

Austrian National Tourist Office has been successfully supporting the Tyrolean Zugspitz Arena in its positioning on international markets for years. Through joint campaigns and marketing measures, the region is successfully positioned and targeted in key markets. In the summer of 2025, the region was featured on trams in Belgium and on rental bikes in Germany.

"The Tyrolean Zugspitz Arena impressively demonstrates the impact of successful partnerships in tourism: quality, authenticity, and international brand strength combine to create an ideal experience," says Astrid Steharnig-Staudinger, Managing Director of Austrian National Tourist Office.

In 2026, the Tiroler Zugspitz Arena will once again be present in six international markets with tailor-made campaigns in cooperation with the Austrian National Tourist Office.

Attractive winter, clear prospects

“Close collaboration with partners like the Austrian National Tourist Office and the Tyrolean Tourist Board helps us to further pursue our focus on quality, sustainable offerings, and international presence,” said Scherer.

Theo Zoller, Chairman of the Tyrolean Zugspitz Arena, is also pleased: “The developments of the past years and months show that we are on the right track. Our consistent work is paying off – our guests feel it, and it is also reflected in our increasing visibility in international markets. The Tyrolean Zugspitz Arena will continue to pursue a sustainable, future-oriented tourism strategy characterized by quality, regional strength, and international cooperation.”