Certified Destination: Wagrain-Kleinarl, Austria

Certified by Green Destinations

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By Wagrain-Kleinarl Tourism

The destination Wagrain-Kleinarl, located in the Pongau region of Salzburg, comprises the two communities of Wagrain (approx. 3,100 inhabitants) at an altitude of 838 m above sea level and Kleinarl (approx. 800 inhabitants) at an altitude of 1014 m above sea level. 

Tourism has a tradition of over a hundred years in the Kleinarl Valley. The average number of overnight stays is 1,250,000 per year, two thirds of which are in the winter season. 

The Tourism Association “Wagrain-Kleinarl Tourism” is the official destination management and marketing organisation of the two communities of Wagrain and Kleinarl.

Wagrain-Kleinarl’s USP in the competitive environment of Alpine holiday destinations is the quality of the stay and the quality of interaction, which rigorously renounces fake tourist worlds and the staging of clichés. That means interaction with people as people and not as service industry agents and interaction with the landscape as a landscape and not as an infrastructure base characterises the holiday experience in Wagrain-Kleinarl.

In summer, Wagrain-Kleinarl offers a wonderful hiking and mountain biking area in close proximity to the peaks of the Hohe Tauern, which provide hikers with a breathtaking mountain backdrop. Winter in Wagrain-Kleinarl is generally snowy and transforms our region into a winter wonderland. 210 kilometres of pistes offer limitless alpine skiing fun, the Absolut Park is the largest fun park in Europe and those who want to take it easy will find plenty of opportunities off the slopes – from sledging to cross-country skiing. At any time of the year, real holidaymakers will find the conditions that make up a holiday in the true sense of the word: a fascinating starry sky, clear alpine air, the best spring water as well as people and a landscape that simply invite you to feel good.

Wagrain-Kleinarl has been “Green Destinations certified” since autumn 2022 according to the assessment rules set by the GSTC. Wagrain-Kleinarl Tourism is particularly committed to raising awareness among locals and guests and sees its mission as providing food for thought, initiating behavioural change and motivating people not only to see sustainability as an integral part of their lives, but also to live sustainably themselves.

A few examples to demonstrate

Within our management, we have established structures that think about tomorrow

• We have a full-time sustainability officer and a stakeholder-oriented sustainability board that meets once a month. We also have intensive working groups that develop measures and projects on a wide range of topics.
• In addition, we have created a comprehensive sustainability programme with regular monitoring that keeps our goals firmly in sight.

Our special commitment lies in raising awareness

• In a monthly newsletter for businesses and locals, we provide tips and suggestions on sustainable management and living. 
• We have installed a digital competence centre. 
• With workshops and further education programmes on the topic of sustainability, we are committed to ensuring that sustainability is lived by the businesses in our region. 
• The destination experience focuses on an offer in which sustainability plays a central role. You come across this theme again and again in the destination, for example “Green paths in the valley”, “On the trail of milk and cheese”, “Power of trees” 
• We, the staff of the Tourism Association, are aware that as initiators of sustainability certification we are on display and have a responsibility to set a good example. This also changes our everyday office life, which is lived a little more sustainably every day. 
• A big concern for us is not only to raise awareness among our guests on site. At every point of contact with the guests, on site, digitally or in advertising, we focus on incorporating sustainability. We sensitise guests through a wide variety of measures: “Tips for a conscious holiday experience”, “Your forward-looking promise”, etc.

Our tourism businesses are on the path to sustainability

• So far, we have implemented two “operational convoys” where the operations have achieved sustainability certification. Here we offer the Green Destinations operational programme (Good Travel Seal). 11 businesses are pioneers and have already been accepted into the programme (leisure, gastronomy, and accommodation businesses). The third convoy will start in winter 2022/23. Of course, with our two tourism offices, we have also entered into a business certification and are setting a good example here. But other business certifications such as EMAS, the Austrian Eco-label, etc. should also be adopted by local businesses. 
• A highlight is the innovative and Good Travel Seal certified organic mountain Organic Mountain Restaurant Lumberjackrestaurant in “food hall” style. With its range of almost exclusively regional and organic dishes. Only regional businesses were used for the construction and furnishing.
• We have more than 80 certified organic farms in our valley. As an example “organic from the valley” 
• Snow Space Salzburg ski lifts are a special highlight: has set itself the goal of being a climate-neutral ski area by 2025/26. In doing so, we deliberately forego financial compensation. The reduction of emissions takes place without exception in our own operations. Sustainability can also be experienced by the company Shuttleberg Flachauwinkl-Kleinarl, which is certified with the Good Travel Seal. Be it in piste preparation, the use of green electricity, recycling and upcycling. In summer, the ski slopes are transformed into alpine pastures used by organic farmers. 

Looking ahead at challenges we accept

• Mobility is one of the biggest challenges as a holiday destination without a railway station. We are developing concepts together with our businesses to promote soft mobility with “nudging elements”. 
• Another goal is to increase the quota of regional food in the hotel and restaurant industry. For this purpose, we have founded our own circle “From the Valley for the Valley”. We want to bring together businesses and producers and develop joint solutions.
• We will implement the project “Garden Joy²”. The focus is on the near-natural design of public and semi-public spaces, company gardens as well as private gardens. The aim is to increase biodiversity in the gardens and make them fit for the challenges of climate change. 
• Zero Waste – Together Step by Step to a Waste-Free Destination is also a project that we will implement step by step. Through targeted measures and awareness raising for waste avoidance and resource conservation, we want to reduce waste and wastefulness.