In August 2020, an extensive strategy process began in Zell am See-Kaprun to determine the future direction of the tourism region. Together in the team and with over 200 opinions from the market, a new strategy was finally developed until 2025, which should show the long-term orientation of Zell am See-Kaprun and realize the goals of the region.
Zell am See-Kaprun is a holiday paradise par excellence, which is characterized above all by its fascinating experiences between glaciers, mountains and lakes and stands out from other destinations. And it is precisely on these strengths of the uniqueness of the landscape and the wide range of offers that the region will focus on in its future direction. Zell am See-Kaprun is marketed nationally and internationally as a recognizable brand with a clear image. The content of the new Strategy 2025 with new goals, values, target groups and strategic fields of action was officially presented on June 7, 2021 as part of a large event with all partners in the Ferry Porsche Congress Center. The new managing director of Österreich Werbung, Ms. Lisa Weddig, also conveyed her appreciation for the future path in a video message.
Vision and mission
The new strategy developed from an inventory screening, guest surveys, expert discussions, ongoing exchange with the team and online surveys. In total, more than 200 opinions were incorporated into the Zell am See-Kaprun strategy process. The new way is a consistent continuation of the brand essence of glacier, mountain and lake. With the vision of being among the top 3 year-round premium Alpine destinations, Zell am See-Kaprun would like to offer its guests fascinating, outstanding, sustainable and year-round experiences between glaciers, mountains and lakes. Quality and level lead future work as new values. The focus for the future is on increasing the added value and capacity utilization of the partners, as well as year-round availability. It is also part of the mission to
Strategic fields of action
The core brand of glaciers, mountains and lakes gives rise to strategic fields of action with individual offer and product areas. The important topic of sustainability and mobility, which plays a central role in the strategy, is completely new here. Zell am See-Kaprun wants to take courageous steps and become a model region with foresight and innovation. In addition to the wide variety of attractions and events, sports facilities and an extensive range of activities, the top culinary addresses and offers for relaxing body and mind are also part of the range offered by Zell am See-Kaprun, which has also been expanded to include digital services.
Local markets and target groups
More than 60 different nations spend their best time of the year in Zell am See-Kaprun. It was all the more important to prioritize the markets in the new Strategy 2025 in order to secure and expand individual market shares. In the reorganization of the market matrix of the future, the European local markets and neighboring countries have increased in relevance and have therefore been prioritized accordingly. A clear definition and differentiation of the target groups was also part of the new product development and market approach. Three main target groups were defined for Zell am See-Kaprun: the outdoor athlete and adventurer, the enjoyable active vacationer and the cool families.
With the defined new quantitative and qualitative goals of Strategy 2025, Zell am See-Kaprun will succeed in delighting guests in the long term and also preserve the natural paradise through the highest demands on sustainability.
"For Zell am See-Kaprun to have long-term success as a region, we all have to pull together. The revised strategy clearly shows what good can be achieved if all areas are included and cooperation with stakeholders is strengthened. Zell am See- Kaprun offers great opportunities and we look forward to the future. " summed up Mag. Renate Ecker, Tourism Director Zell am See-Kaprun.