The Austrian National Tourist Office has today launched its pioneering winter initiative seeking to lure holidaymakers from around the world to ski resort destinations as well as winter playground. The “Alpine Magic: “Experience Austria in Winter” promotion focuses on a wide variety of opportunities for entertainment in an Austrian winter: skiing, snowboarding, hot gondola, warm cottages in the mountains, as well as the Christmas markets.
The components of the campaign employ the novelty technologies of virtual reality to offer potential tourists an opportunity to have a feel of the Austrian winter landscape. People traveling on PLC can now ski the snowy Alpine mountains, ski down virgin slopes, and even walk around picturesque Alpine villages, all from the comfort of their living rooms. This concept is expected to encourage people to start planning their winter vacations in Austria’s selected segment since they experience the charm of the Austrian winter right on the brochure.
The Minister of Tourism of Austria, Elisabeth Köstinger, spoke of her delight at the new campaign at the press brief held in Vienna. “We are proud to present ‘Alpine Magic: For this reason, we will refer to it as ‘Austria’s Winter Wonderland’ to the World. This campaign does not only show people how our country looks like during the winter season and the kinds of winter sporting activities our country offers but also draws the attention of tourists to the fact that sustainable tourism is a priority for our country,” Köstinger said. She stressed that the campaign perfectly fits Austria’s vision to turn the country into a leading destination for green winter tourism.
The campaign also stresses coming up with places in Austria that are not so popular during winter, thus encouraging tourists to spread out their traffic density across this country. This concept belongs to a larger campaign aimed at decentralizing crowds in heavily visited ski destinations and highlighting less-known but beautiful parts of Austria’s winter terrain. Local communities have been engaged in collaboration with the tourist board to create directed winter experiences that truly capture Austria with lots of modern hospitality.
Another important aspect in the advertizing campaign is the promise of trying Austrian food in winter time. Besides, dominant Austrian chefs have worked closely with tourist boards to come up with special winter menus dominated by the availability of local produce. Visitors will be able to enjoy traditional hearty food, warm drinks, including Schnapps and taste Austrian pastries in the attractive mountain scenery.
It also speaks about the measures of inclusion of individuals with disabilities in winter sports in Austria. Many of the ski resorts advertised in the campaign have developed the best infrastructure for people with a disability granting the disability communities active winters in Austria. It has been welcomed by disability organisations and will be beneficial for Austria winter resorts as many more different people will be visiting there.
The issue of environmental sustainability becomes an essential concept of the campaign. The Austrian National Tourist Office has long-researched environmentally friendly ski destinations, accommodation, and travel agencies that are engaging in energy efficiency, recycling, and sustainable natural resource management. This focus on sustainability is expected to attract the burgeoning number of eco-conscious travelers who want responsible winter tourism.
Alpine Magic will be an essential advertising campaign that will be carried out through social networks, television, and print. Some of the world’s prominent influencers and winter sports athletes have been engaged in sharing their experiences of winters in Austria, which would add more volume to this campaign. The tourist board believes that this kind of approach is aimed at increasing winter tourist arrivals in the upcoming season.
According to the major stakeholders, it will have a positive effect on Austria’s tourist industry since it has been gradually getting back on the trail after being affected by the coronavirus pandemic throughout the entire global area. Thus, this opportunity to use new technology in creating new forms of winter tourism and concentrating on such values as sustainability and diversification will help to invite the next generation of winter tourists and тележурналistes to Austria.
With the onset of winter, tourism sector of Austria is prepared for the arrival of tourists with wide arms. With its blend of traditional charm and modern innovation, “Alpine Magic: ”Austria’s Winter Wonderland” is a global invitation to vacations which will allow tourists to make marvelous impressions during the winter time in Austria.
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