34th TFA Tourism Forum Alpine Regions In Bruneck – Change As An Opportunity

Bruneck in South Tyrol became a hotspot for innovation and exchange in alpine tourism. Around 190 decision-makers and executives from the mountain railway industry met for the 34th TFA Tourism Forum Alpine Regions. The first-class lineup of speakers and the inspiring atmosphere at Plan de Corones provided fresh inspiration and exciting debates among the distinguished field of participants.

KRONology of Change – Daring to embrace change

Futurologist Roger Spindler kicked things off with a controversial statement: While young people often want to live in the past, older people look to the future. This statement sparked lively discussions and provided food for thought. Markus Zeiringer ventured a look back at 12 years of change at the Schladminger Planai. Fabio Calorio, Head of Global Brand Extension at Pininfarina, demonstrated how visionary design can be not only beautiful, but also functional and applicable across industries.

After a look at the history of Kronplatz and Dolomiti Superski (Thomas Reiter, Director of Skirama, and Zeno Kastlunger, Vice President of Dolomiti Superski), Urs Zurbriggen, CEO of My Leukerbad, presented the Swiss success story, the Magic Pass. The subsequent panel discussion with Andreas Dorfmann (President of the South Tyrol Mobility Consortium) and Marco Pappalardo (Marketing Director of Dolomiti Superski) featured a passionate debate about the future of ski pass models: Is it the destination or the pass that attracts guests? A consensus was lacking. Markus Hasler, former CEO of Zermatt Bergbahnen, provided an impressive example of visionary infrastructure projects with the Alpine Crossing, demonstrating that true innovation arises when everyone pulls together.

The perfect conclusion to the first day of the forum was dinner at the KRON Restaurant on Kronplatz. Wolfgang Töchterle of IDM Südtirol outlined his vision for South Tyrol's future, before the evening concluded in a convivial atmosphere at the TFA bar in the Cosmo Bar.

Managing change successfully

The second day of the forum began with smart strategies for sustainable visitor management. Outdooractive founder Hartmut Wimmer opened with an insight into the digital management of tourist flows. Silke Stabinger, Director of the Pragser Tal Tourism Association, presented the successful hotspot management at Lake Braies. The subsequent panel discussion with Sophia Oberjakober (Managing Director of the Mobility Consortium) made it clear: technology can help, but the key to success lies in the collaboration of all stakeholders in a destination.

In an impressive presentation featuring unique image sequences from the global outdoor scene, Christoph Engl, CEO of the Oberalp Group, focused on the current state of change: society's perception of the mountain is changing – and with it, guests' expectations. The TFA then addressed a megatrend with the topic of longevity: Dr. Gerd Wirtz demonstrated that even small lifestyle changes can positively impact life expectancy. Marco Weishaupt, founder of b_smart, presented his innovative accommodation concept and refuted the common assumption that digitalization is costing jobs. On the contrary: It can redefine work models and create opportunities, especially in rural areas.

Another highlight of the day was the exclusive dinner at AlpiNN by Norbert Niederkofler, where the TFA community celebrated the legendary networking spirit – accompanied by the sounds of the Ladin vocal quartet de Qater.

Forum tours: Experience the destination's DNA up close

The third and final day of the forum offered exclusive insights into the destination. The ski expeditions "Kronplatz Inside" and "3 Zinnen Inside" gave participants a glimpse behind the scenes of the renowned ski resorts – accompanied by Thomas Reiter (Managing Director of Skirama Kronplatz) and Mark Winkler (CEO of Drei Zinnen). At the same time, Alfred Unterkircher, Bruneck's Tourism Director, guided a group through the town's pioneering projects. The culinary highlight was an exclusive event at Atelier Moessmer, where Norbert Niederkofler treated the forum guests to top-quality regional cuisine.

The Think Tank of the Alps – innovative, inspiring, stimulating

"The 34th TFA in Bruneck impressively demonstrated how crucial exchange and innovation are for alpine tourism. The extremely warm South Tyrolean hospitality made this TFA an unforgettable experience," summarized Roland Zegg, founder of the TFA.

With this spirit, the Alpine Regions Tourism Forum is entering its 35th edition: The next TFA will take place from 13 to 15 April 2026 in Lech am Arlberg.