Rethinking tourism – shaping the future together
Tourism, destinations & mountain railways
Alpine tourism is a central pillar of many regions and is simultaneously under considerable pressure. Climate change, economic dependencies, a shortage of skilled workers and social tensions characterise the present. And yet tourism is much more than just an economic sector: it creates identity, finances infrastructure, creates jobs and contributes significantly to quality of life. In Alpine communities in particular, it is not optional, but a lifeline.
The Challenge
While visitors move between different areas of the experience, management is usually based on political and administrative boundaries. The consequences are:
- Insufficient coordination across municipal and cantonal boundaries.
- Strategies that remain selective and have little impact.
- Projects without long-term commitment.
- Local burdens – regionally distributed revenues.
- The result: high commitment, but often too little impact.
In alpine communities, tourism is not simply an economic sector. It is part of everyday life.
It shapes how people work, live, interact and experience their landscape. That is why it cannot be shaped by businesses, a destination management organisation (DMO) or politicians alone. It arises from the interaction of all stakeholders as a whole. This interaction manifests itself in three fundamental relationships that shape life in a tourist community:
Economy × People → Co-creation
Joint design: Value is created when businesses, the population and politicians act together rather than alongside each other. Together, they shape what constitutes the living and experiential space.
People × Nature → Resonance
Identity and quality of life: In alpine regions, the landscape is not just a backdrop. It is the basis of life, a source of connection and orientation. The quality of community life arises from the relationship between people and the place where they live, not from its use alone.
Nature × Economy → Regeneration
Sustainability and future: Use and protection are not contradictory, but balanced. The future emerges when a community recognises that its economic foundation lies in the preservation of its natural basis.
This interaction creates resilience, which is the basis for vibrant, capable and sustainable destinations and communities.
We therefore believe that sustainability arises where destinations develop resilience. Resilience means not only resistance, but also the ability to actively shape change.
Tourism is not what guests do. It is what a community or destination does with its living and experiential space.
Looking ahead – the four theories for the future:
- Climate change is becoming a reality. Sustainability alone is not enough. Future development must be regenerative and recyclable.
- The future belongs to the collective. Only cooperation across responsibilities ensures resilience.
- Valuetainment as the key. Tourism must combine value orientation and enthusiasm.
- Mobility hubs are becoming centres. Networked mobility increases accessibility and quality of stay.
We support municipalities, destinations and tourism companies such as mountain railways that no longer want to simply manage, but want to shape the future. Key success factors include systemic thinking, participatory processes, strategic clarity and a consistent focus on implementation.
