7th Saalfelden Leogang Tourism Day

On 25 November 2025, the 7th Saalfelden Leogang Tourism Day took place at Congress Saalfelden. Organized by Saalfelden Leogang Touristik, the event once again provided an important platform for exchange among businesses and regional stakeholders from all sectors. The Tourism Day sent a strong signal of cohesion, innovation, and a clear strategic focus on a successful 2025/26 winter season.

The event was officially opened by Hannes Riedlsperger, Chairman of the Saalfelden Tourism Association, Nadja Blumenkamp, Chairwoman of the Leogang Tourism Association, and Marco Pointner, Managing Director of Saalfelden Leogang Touristik. They emphasized the importance of collaboration among all regional service providers, lived hospitality, and a consistent focus on quality. Over the past years, Saalfelden Leogang has established itself as one of the leading year-round destinations in the Alpine region—not only for visitors but also as an attractive place to live for locals. Maintaining the balance between economic strength and regional quality of life remains a central goal of the tourism strategy.

A special moment was also celebrated during the opening: Marco Pointner was honored by Nadja Blumenkamp and Hannes Riedlsperger for his ten years of dedication as Managing Director of Saalfelden Leogang Touristik. They highlighted his tireless commitment, strategic foresight, and decisive contribution to the successful development of the destination.

 

Visionary Impulses: Inspiration from Politics, Strategy, and International Tourism Marketing
The 2025 Tourism Day featured two high-profile presentations that offered new perspectives and valuable insights for tourism communication, contributing to the sustainable development of the region.

 

Mag.a Astrid Steharnig-Staudinger, CEO of Austria Tourism
Since May 2023, Astrid Steharnig-Staudinger has led Austria Tourism, shaping the strategic development of domestic tourism with expertise and a clear vision. She provided an extensive overview of the national tourism marketing realignment and impressively demonstrated why Austria is the most tourism-intensive country in the world. With around 220 employees, Austria Tourism works to make the country even more visible internationally and to open new perspectives in global competition.

She emphasized the importance of measuring success not only by overnight stays but increasingly in terms of value creation. Destinations must position themselves clearly, create authentic experiences, and consistently highlight their unique qualities. In this context, Saalfelden Leogang was highlighted as a model: a true year-round region that captivates visitors in both summer and winter while prioritizing sustainable development.

Steharnig-Staudinger also presented Austria’s new culinary positioning. The country boasts organic agriculture, unique table culture, fine cuisine, and authentic producers—a potential that will be communicated more strongly internationally in the future. Winter tourism is being redefined as well: moving away from the traditional “ski tourist” toward a diverse “winter tourist” who combines skiing with relaxation, nature, culinary experiences, and authentic adventures. Innovative, bold, and internationally oriented marketing initiatives are therefore key to Austria’s successful future in global tourism.

 

Univ.-Prof. Dr. Peter Filzmaier, Political Scientist & Head of the Institute for Strategy Analyses (ISA)
Peter Filzmaier is a professor of political science, head of the Institute for Strategy Analyses (ISA), and a renowned political commentator for ORF, newspapers, and academic publications. In his presentation, he examined how social developments, political frameworks, and tourism communication interact and the resulting opportunities and risks. Under the title “Tourism is great, but how do I tell the media?” he illustrated the complex relationship between professional reality, political perception, and media representation.

Filzmaier highlighted the importance of clear target group communication, precise positioning, and credible messaging. Honesty, authenticity, and truthfulness are crucial in communication. Around 70% of communication impact is visual—underscoring the central role of imagery. He also urged tourism stakeholders to always adopt a critical external perspective and to view their services through the eyes of guests. With practical tips on media management, storytelling, and economic image building, he provided valuable guidance for modern and effective public relations in destinations and businesses.

 

A Strong Foundation for the Future
The 7th Saalfelden Leogang Tourism Day highlighted the importance of knowledge transfer, regional collaboration, and a clear strategic vision for the coming years. The event demonstrated that the region is well-prepared to meet current and future challenges—with courage, innovation, and a strong network of committed partners.

With valuable impulses, inspiring personalities, and intensive exchanges, the 2025 Tourism Day laid the groundwork for a successful winter season and the continued future-oriented development of the Saalfelden Leogang destination.