Tourism as a habitat creator
On 17 September 2024, the Alpine Pearls Academy held an inspiring webinar entitled ‘Tourism organisations as habitat creators’. Werner Zanotti, Managing Director of the Brixen Tourism Cooperative, opened the discussion and gave exciting insights into the current challenges and opportunities of tourism in South Tyrol.
Zanotti used the iceberg model to illustrate the often hidden tasks of tourism organisations. He emphasised that many of these activities, such as strategic planning, cooperation with local businesses and the maintenance of cultural identity, remain invisible to guests, but are crucial for the sustainable development of the region. Especially during the Covid period, the tourism sector had to react flexibly and find new ways to offer guests safe and high-quality experiences.
Challenges in tourism
A central topic of the webinar was the global and regional challenges of tourism. The environmental impact of increasing car use in tourist regions and the need to extend the length of guests' stays were particularly emphasised. Werner Zanotti emphasised that sustainable mobility solutions, such as the promotion of public transport and soft mobility, are urgently needed to reduce the impact of traffic. Demographic changes and the increasing labour shortage in the tourism sector also pose major challenges. Innovative concepts are needed here to make tourism an attractive and sustainable workplace.
The role of tourism organisations as habitat creators
Werner Zanotti called for tourism organisations to take on an active role as ‘habitat creators’. This means working closely with the local community to promote projects that benefit both residents and guests. Particular attention is paid to the integration of high-quality regional products and the promotion of authentic, regional gastronomy. These measures should not only increase the attractiveness of the region for tourists, but also contribute to the preservation of cultural identity and nature.