Alpbachtal Tourism Future Day: What the region stands for and how new ideas are created

The 4th Alpbachtal Tourism Future Day took place at the Alpbach Congress Center. The focus was on the further development of the brand, concrete projects in the local area, and artificial intelligence in guest rooms. The highlight of the evening was a presentation by neuroscientist and bestselling author Henning Beck on the genesis of new ideas.

Alpbach – mountains, family activities, good food, and nature. Many destinations offer that. The Alpbachtal valley will soon showcase even more clearly what makes the region unique. On Friday evening, Managing Director Wolfgang Kostenzer presented the brand's further development. The ten villages will now be united as a single destination.

The brand approach begins with the name itself. "Alp, Bach und Tal" (Alpine Pasture, Stream, and Valley) represent three facets of the region. The Alp (Alpine Pasture) offers a challenge and inspires exploration. The Bach (Stream) provides a gentle accompaniment. The valley welcomes guests with tranquility, depth, and genuine encounters.

Kostenzer made it clear that the brand is not being reinvented. It unites what already connects the ten towns. And it gives the Alpbachtal a clearer, shared voice. "Letting go is only possible where people feel safe and secure. That's why the Alpbachtal isn't making more noise than others. We clearly demonstrate what our region stands for and are strong enough to let go," Kostenzer explained, outlining the guiding principle.

With a consistent visual language and clear storytelling, the Alpbachtal region is gaining a distinct profile in the relevant markets. Starting in 2027, an Alpbachtal magazine will also be published in print, telling special stories from the region.

Marketing Director Petra Cosentino demonstrated how digital assistance enhances personal hospitality using the Alpbachtal Voice Concierge as an example. Around 500 voice assistants have been available in guest rooms at more than 20 accommodations since last summer. They answer questions about the Wi-Fi password as well as the next bus connection. "In December 2025 alone, guests made 8,279 inquiries, almost one per room per day," said Cosentino. This figure underscores the high level of guest acceptance of the service.

A new AI feature allows guests to have a real conversation with the voice concierge and ask questions. It uses only verified information from the tourism board.

“AI doesn’t replace hospitality, it creates space for it,” Cosentino emphasized. When the digital concierge answers recurring questions, hosts have more time for personal attention.

Sustainability coordinator Birgit Angermair presented concrete steps for the Alpbachtal region. The focus is on preparing for certification with the Austrian Ecolabel for tourism destinations.

Nine out of ten municipalities have already confirmed their participation by a municipal council resolution. The tourism association, the municipalities, and tourism partners are compiling the necessary documents and working through the individual criteria of the catalog. Submission is planned for the end of the year. The audit will then follow as part of the certification process.

“The starting position is good. 19 accommodations, eight catering establishments and the Congress Centrum Alpbach already bear the Austrian Ecolabel,” says Angermair.

Sustainability coordinator Birgit Angermair © Gabriele Griessenboeck

Alpbachtal Tourism, the municipalities, and service partners are currently working on the foundations for a citizen's card. The content, services, and launch date are still being finalized. "We will announce further details as soon as the joint work is completed," said Angermair.

“What matters is what works in everyday life,” says Angermair. One example is the free Klamm Express shuttle to the Tiefenbachklamm gorge. During the season, it transported an average of around 300 passengers per operating day. The tourism association uses the shuttle on busy days to manage visitor flow along the Brandenberger Ache river.

The highlight of the evening was Henning Beck. The neuroscientist and German Science Slam champion, whose books have repeatedly appeared on the Spiegel bestseller list, presented his talk entitled "Biology of the Flash of Inspiration," explaining how new ideas arise in the brain and why a change of perspective is often the beginning of innovation.

Neuroscientist Dr. Henning Beck © Gabriele Griessenboeck

“Information is constantly available today. But we mustn’t confuse information with knowledge,” said Beck. The crucial thing is to place information in new contexts. That is precisely where human strength lies and the starting point for creative ideas.

Thus, Beck's keynote became a fitting thought for the Future Day: New paths begin with the willingness to see familiar things differently.