Karin Seiler to Step Down as Managing Director of Tirol Tourism

Karin Seiler, the Managing Director of Tirol Werbung (Tyrol Tourism), announced today that she will not be seeking another term at the helm of the region's tourism marketing organization.

Seiler personally informed Governor Anton Mattle, the owner's representative of the Lebensraum Tirol Group, alongside group management and Tirol Werbung staff, of her decision. After 16 years of service in various public institutions, the 54-year-old executive plans to return to the private sector to pursue new entrepreneurial opportunities.

A Historic and Record-Breaking Tenure

Seiler made history in 2022 by becoming the first woman to appointed as Managing Director of Tirol Werbung. Her tenure was marked by a massive post-pandemic recovery that solidified Tyrol’s position as a premier European travel destination.

Under her leadership, Tyrolean tourism achieved historic heights, recording 50 million overnight stays and 13 million guest arrivals. Over the past four years alone, the region saw a 14% surge in overnight stays—an increase of approximately 6 million.

"Karin Seiler played a leading role in the successful comeback of Tyrolean tourism after the pandemic," said Governor Anton Mattle. "Today, Tyrolean tourism is once again one of the key economic drivers in Austria and an important pillar for the state of Tyrol. I would like to express my sincere gratitude to Karin Seiler for her tremendous commitment and work."

Governor Mattle noted that this tourism boom has directly fueled Tyrol's broader economic success, helping the region achieve the highest economic growth and the lowest unemployment rate among all Austrian states.

Key Milestones and Future-Proofing

During her four years in office, Seiler spearheaded a variety of high-profile initiatives and structural reforms aimed at securing Tyrol's long-term appeal, including:

• Global Visibility: Leading prominent regional showcases at the Paris and Cortina Olympic Games, as well as the Ski World Championships in Saalbach.

• Strategic Innovation: Establishing a "Future Lab" and driving organizational developments to strengthen year-round tourism.

• Cross-Group Synergy: Collaborating within the Lebensraum Tirol Group to harmonize HR standards and salary systems, launching the Alpine Climate Summit, and paving the way for the return of the prestigious Michelin Guide.

• Destination Integration: Engaging 17 regional destinations into a newly developed target group model and executing major "Key City" campaigns in Berlin and Warsaw.

Martin Reiter, Managing Director of the Lebensraum Tirol Group, praised Seiler's holistic approach. "Karin Seiler played a key role in the further development of the Lebensraum Tirol Group and always supported the big picture without neglecting the sustainable development of Tyrolean tourism," Reiter stated.

Next Chapters and a Smooth Transition

Reflecting on her career path, which is perfectly split between 16 years in the private sector and 16 years in public bodies, Seiler feels the time is right for a change. She plans to leverage her extensive background as an NLP (Neuro-Linguistic Programming) trainer and business coach in her return to private enterprise.

"Managing Tirol Werbung is one of the most rewarding and exciting roles in the entire Austrian tourism industry," Seiler said. "After a smooth transition in 2027, I look forward to a new chapter. I would like to express my sincere gratitude to my management team, my outstanding employees, the group management, and all my companions for their support."

The Lebensraum Tirol Group confirmed that a professional application process will be launched immediately to ensure a seamless leadership succession ahead of Seiler's departure in 2027.