Strategy and organisational development in the tourist destination of Saalbach Hinterglemm

With around 2.1 million overnight stays, Saalbach Hinterglemm is one of the most popular tourist destinations in the Alpine region. In the context of discussions about ski area amalgamations and intentions to cooperate, the decision-makers at the destination started a process based on a positive development, giving the destination a more defined profile and analysing the tourism organisation and repositioning it to meet current circumstances. Integrating the two projects into a single process integrated two objectives very effectively and enabled the use of synergies. This approach gives the destination a goal-oriented upheaval on both a strategic and a structural level, where the developments are considered holistically and thus the results can flow "harmoniously" into one another. The project also aims to involve potential candidates from the next generation in the process in order to give younger generations the opportunity to scrutinise developments and develop/recognise perspectives among like-minded people.

In a professional and constructive approach, the process was divided into three phases, which made optimal use of synergies and took the "structure follows strategy" principle into account.