Healthy into the future


The Covid-19 pandemic has had enormous economic impacts on all stakeholders directly and indirectly involved in tourism. Especially in tourism, the pandemic acts as a magnifying glass, highlighting that a tourism driven by overnight statistics and mass tourism lacks resilience. Suddenly, a transformation process in tourism is accelerated, focusing on sustainable, innovative offerings and integrating (existing) regional value chains to a greater extent. Tourist needs such as health, regionalism, authenticity, mindfulness, nature as a place of longing, and natural (health) resources experience further strengthening due to the current situation, becoming benchmarks in long-term tourism product development. There is, therefore, a great need for support measures for tourism regions and the local tourism industry to adequately meet these challenges.


Salzburg can build on a competitive advantage that has been developed compared to competing destinations, as numerous initiatives and projects related to the aforementioned tourist needs have already been implemented in recent years. In this project, these (scientific) project results will be prepared, and corresponding qualification and product development formats will be developed and implemented sustainably for tourism providers, as an initiative for quality and offering development. This aims to provide significant support services for tourism in Salzburg to ensure the creation and sustainable establishment of new tourism offerings that consider changed tourist behaviors and implement new value chains. This will also be experimented with in pilot marketing activities in the present project.

Project details


01.07.2020 – 30.06.2023


Land Salzburg

Funding amount

347.718 Euro

Project partners
  • Lead: Innovation Salzburg GmbH
  • Nationalparkgemeinde Krimml
  • Zillertal Arena
  • Hohe Tauern Health
  • Paracelsus Medizinische Privatuniversität

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