Change as opportunity

Change as opportunity

Travel habits and leisure preferences are undergoing a tremendous change and, as a consequence, the tourism sector is experiencing major challenges. Diversified demands in a multifaceted, ageing society and the spectre of climate change mean that the frame conditions for successful tourism strategies are shifting fundamentally. However, regions able to adapt flexibly and swiftly will emerge as the big winners in future tourism markets. CENTROPE has every chance to be among them.

Demographic change: providing the joys of the best age

Each November, Vienna hosts Europe’s biggest fair geared towards senior citizens, and a huge section of the event is dedicated to travelling and tourism. This year, the Vienna Autumn Senior Citizen Fair (Wiener Herbst Senioren Messe) will attract visitors for the 14^th time from 17 to 20 November. As in past years, tourist offices and hotel operators from several regions of the four CENTROPE countries will present their attractions to approx. 90,000 visitors regularly drawn to the event. The Austrian Federal Railways will explain how to correctly use their ticket vending machines, featuring specially priced cross-border Euregio tickets: providing senior citizens with easy and reliable information is an essential precondition to acquire or keep them as confident costumers.

The fair and the interest it raises stand for a major trend in tourism that reflects a wider change in society and has direct consequences for tourism in CENTROPE. In an ageing society, older people remain mobile for longer than in previous generations. But while a growing number of citizens are willing to travel, these citizens also have special demands which have to be met by existing or new touristic facilities. For CENTROPE with its high density of tourism offers within a compact area, this demographic trend represents an advantage, as senior guests for reasons of convenience often prefer destinations with shorter travel times. In addition, they have lots of time at their disposal and thus can afford longer or more frequent stays.

In this context, the well-developed wellness tourism in CENTROPE is a major asset and stands to gain from the overall trend. Spas can be found nearly all over CENTROPE, the best-known being the thermal baths along the border between Hungary and Burgenland. Besides wellness vacations, even actual surgery (e.g. dental implants) might be a motivation for a journey across borders. The cultural offerings and general recreational opportunities of CENTROPE should be other reasons to attract this group that is more and more gaining the attention of the market.

Climate change: from threat to opportunity

Other driving forces for adaptation in the tourism sector are climate change and the ensuing need for sustainable tourism. As an intact environment is a precondition for most holiday offers, tourism is among the first victims of unpredictable weather events like floods, fires, hurricanes and extreme temperatures. At the same time, tourism is responsible for a considerable share of carbon emissions. Thus, while the tourism industry is called upon to find innovative, low-emission solutions and products, environmentally aware consumers can contribute to sustainable tourism by choosing such accommodation, activities and transport means that use the least possible amount of non-renewable resources.

In this context, eco-tourism harbours enormous opportunities for growth. Also in CENTROPE, offers with a low carbon footprint will attract a growing number of conscious consumers who care about a changed approach to the environment. For example, one of the world’s first hotels with a zero energy balance is the Boutique Hotel Stadthalle in Vienna. In the course of one year, this hotel generates the same amount of energy that is needed to run it. For this purpose, it exclusively uses renewable energy sources such as solar and photovoltaic panels, groundwater heat pumps and three wind turbines. Even the garden is tended and the bathrooms are flushed with rain water only. Guest arriving by electric car can plug in and recharge their vehicles at two power stations free of charge.

Be it electric cars, bicycles or public transport such as ships, rail or buses: the chosen mode of transport contributes greatly to the carbon balance of today’s traveller. With its convenient public transport network, attractive bike routes and the treat of a Danube cruise, CENTROPE has a lot to offer to the tourist who wants to explore his or her destination in a climate-friendly way. Bratislava for instance is not only connected to cities both upstream and downstream by shipping lines that can leave the tourist with an unforgettable experience; in addition to regular services, speed craft and sightseeing trips in and around Bratislava as well as charter cruises for group travel or corporate events are available.