High-Profile Panel Discussion Hosted By The Destinations Network Austria & Travel Industry Club Tourism Austria

Tourism success doesn't happen in a vacuum. Infrastructure, skills shortages, environmental challenges, and an increasingly sensitive public debate make one thing clear: those who want to be successful in the long term need public support and a new understanding of the destination as an economic and living space. This strategic shift in perspective was the focus of a high-profile panel discussion hosted by the Destinations Network Austria (dna) and the Travel Industry Club Tourism Austria (TICT).

The central challenges in tourism are no longer purely economic. Those who view destinations solely as economic spaces overlook crucial influencing factors. What's needed is a holistic approach that understands tourism as an integral part of the local environment. The presidents of Destinations Network Austria (dna) and the Travel Industry Club Tourism Austria (TICT) clearly explained why they are jointly addressing this issue: "Those who want to be economically successful in tourism need local acceptance in the regions. Destination management with a focus on the local environment is therefore not a secondary issue, but a core leadership task: It's about strategically combining economic strength with quality of life. This is precisely where we at dna see our responsibility – to promote the development of this expertise and to shape the dialogue between business, politics, and the public," emphasized Mathias Schattleitner, President of Destinations Network Austria. Marco Riederer, President of the Travel Industry Club Tourism Austria, adds: “The living space perspective is not just a buzzword, but a structural transformation process. This requires a new mindset, cross-sector collaborations, and new role profiles in the destinations. As TICT, we bring together people and perspectives from the industry and create a platform for exchange and joint solutions.”

Tourism State Secretary Elisabeth Zehetner emphasized the strategic importance at the political level: “In the current participatory process for the further development of Vision T, which will be presented this summer, we are consistently anchoring this shift in perspective. Tourism must not be defined in isolation by overnight stay figures, but must be understood as part of the regional living environment. The major challenges – from sustainability and the labor market to public acceptance – can only be overcome if economic success, climate protection, and social value are considered together. Tourism is a key economic driver for Austria. However, it is crucial to further develop growth in a qualitative way and to enshrine the living environment perspective as a strategic guiding principle.”

From a scientific perspective, the shift is also necessary – but by no means a given, emphasized Professor Dagmar Lund-Durlacher, founding member of the Center for Sustainable Tourism (ZENAT) Berlin. When asked about potential stumbling blocks on the path to a living space perspective, she pointed primarily to structural hurdles: “The biggest challenge lies in systemic thinking. Many tourism organizations are historically strongly influenced by economic factors and operate within clearly defined areas of responsibility. However, the living space perspective requires cross-sectoral cooperation, long-term objectives, and new metrics beyond traditional indicators. Without political backing, sufficient resources, and a shared understanding among all stakeholders, the shift in perspective will remain piecemeal.”

Since the beginning of 2024, 17 representatives from ten Austrian destinations have been working together with partners from the federal government and the Austrian National Tourist Office in the dna Living Space Lab to further develop the living space perspective. The goal was to create a shared understanding, define new roles, and develop concrete tools for practical implementation. Manuel Bitschnau, Managing Director of Montafon Tourism, is a pioneer in this field and the initiator of the dna Living Space Lab: “Destination management 4.0 with a living space perspective achieves far more than just tourism growth, as we have demonstrated at Montafon Tourism – it increases the quality of life for the local population, strengthens regional value creation, and reduces conflicts. This is precisely where our dna Living Space Lab comes in, with which we aim to actively support destinations in this transformation process.”

The work of the dna Lebensraum Lab culminated in a comprehensive guide for responsible destination management with a focus on living spaces. However, the process is not yet complete: dna strategically integrates the topic into its programs and actively supports destinations in their transformation process – through targeted networking opportunities, knowledge transfer, and practical training programs.

The Destinations Network Austria (dna) is the nationwide advocacy group for Austrian tourism destinations. It unites over 200 members from tourism associations, destination management organizations, and marketing agencies, representing 97% of Austria's tourism regions. For more than 65 years, dna has actively shaped the development of Austria as a tourism destination through advocacy, strategic dialogue, and professional development formats such as conferences and academies. Its goal is to strengthen destinations sustainably and with a focus on the future, creating attractive living spaces. Further information is available at: http://www.dna-tourismus.at/

The Travel Industry Club Tourism Austria (TICT) is Austria's independent, cross-sector network for the tourism industry. The club sees itself as a central platform for innovation, cooperation, professional development, and the exchange of experience within the sector. It addresses current topics, promotes the transfer of know-how between practitioners, entrepreneurs, researchers, teachers, and students, and thus strengthens the substantive discussion of future issues in tourism. Further information is available at: http://www.club-tourismus.org/

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