Tourism forum on tour in Kitzbühel under the sign of major events

The Tyrolean lowlands are the setting for major events that project unique images and attract guests and media from around the world. Such events generate visibility and economic activity, but they also change the daily lives of the local people. In the cozy atmosphere of the Golden Gams inn in Kitzbühel, the audience took the opportunity to exchange ideas with experts under the motto "Talking brings people together."

Tourism Minister Mario Gerber, Karin Seiler (Tyrol Tourism) and Martin Schnitzer (University of Innsbruck, from left) discussed the benefits of large-scale events in the Tyrolean lowlands at the "Tourism Forum on Tour" in Kitzbühel. © Tirol Werbung / Jan Hetfleisch

Regional Councillor Mario Gerber explained the benefits of major events for Tyrol: “Events generate enormous added value for Tyrol and simultaneously offer the opportunity to showcase our tourist destination internationally. They bring Tyrol to life and offer the local population a wide variety of activities – from sports to culture. My thanks therefore go to all the helping hands, especially the volunteer associations, that contribute to the success of the numerous events in our region,” said Gerber.

Between emotion and strategy

Karin Seiler , Managing Director of Tirol Werbung, summed up the impact of events perfectly: “In our work, we always ensure that events enhance the Tirol brand. That's why Tirol is so strongly associated with sporting events: they evoke emotions and invite people to come to Tirol as holidaymakers.”

From a scientific perspective, Martin Schnitzer , head of the Institute of Sports Science at the University of Innsbruck, added: “Events are always a collaborative effort involving clubs, the municipality, and the population – this works very well in Tyrol. However, a strategy with concrete goals is always crucial for success. These goals can be monetary, but also socially oriented or identity-forming,” said Schnitzer.

The audience actively participated in the discussion with numerous questions and contributions. Topics ranged from internationalization and travel behavior to artificial intelligence.

“Tourism Forum on Tour” visits East Tyrol

The final event in the 2026 series will take place on Wednesday, November 11th, at the Bärenstadl in Assling, East Tyrol. Under the title "Quo vadis? The tourism orientation of East Tyrol," Provincial Councillor for Tourism Mario Gerber, Managing Director of Tirol Werbung Karin Seiler, and Franz Theurl, Chairman of the East Tyrol Tourism Association, will discuss the topic with the audience. Doors open at 6:00 PM, and the discussion begins at 6:30 PM.

Further information and registration at tirolwerbung.at/tourismusforum-on-tour .