Austrian Tourism SME Sustainability Report 2021
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Austria Chapter
Ulrike Pröbstl-Haider, Alice Wanner, Melanie Feilhammer and Barbara Diallo-Strobl (As of June 2021)
Political framework for Sustainable Tourism
Since Austria is a Federal Republic, the nine independent Federal Provinces have the legislative and executive competencies for tourism affairs. The national level policy is the responsibility of the Federal Ministry of Agriculture, Regions and Tourism but each province has its own tourism strategy and tourism organization. Sustainability in all its facets is the overarching guiding principle for tourism in Austria. In this regard, it strongly aims to contribute to the implementation of the Agenda 2030 and achievement of the Sustainable Development Goals (SDGs) of the United Nations.
Figure 3: Structure of the Plan T (BMNT 2019a)
In addition, the Action plan 2019/2020 was published as the first annual action plan, which includes 28 measures in bullet points covering the main fields advertising, digital potentials, funding and support mechanisms, rental via platforms, Austria as culinary-destination, action plan for safe alpine pastures (concerning legal security), tourism as a driver for energy transition, initiatives for the job market and new quality of the tourism policy (BMNT, 2019b). Due to COVID19 the ministry presented a “Comeback-Plan” for Austria’s tourism at the beginning of July 2021, to address the steps in order to stay on track for the Plan T under these changed circumstances (see also chapter 4.2.4.3).
Policies and strategies for sustainable tourism are also defined on regional level by the respective provinces but also by the local destination management organizations (DMOs). Therefore, it is difficult to give a complete picture here. Hence, we focus on one example only and highlight further regional strategies. Each province has its own concept and sustainable offers are always included. The following figure shows the concept of Styria which includes besides the discussion on sustainability also threats by over-tourism. In addition, new target groups interested in sustainable tourism are presented. The strategic publications also highlight new energetic solutions, green mobility, the role of certification and regional cooperation. Figure 4: Example for a regional concept (Steiermark Strategiehandbuch)
In addition, various regions provide, often together with hotels and other units, tailored offers (see: https://nachhaltigertourismus.at/) combining regional information and local offers. |
Key Stakeholders
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Key sustainable tourism stakeholders are found at national, state and regional level. Tourism developments, especially in regard to sustainability are mainly situated at regional level. The most relevant and central stakeholders for sustainable tourism are briefly summarized below.
At the centre of governmental stakeholders is the Federal Ministry of Agriculture, Regions and Tourism (Bundesministerium für Landwirtschaft, Regionen und Tourismus - BMLRT). The ministry’s competencies include international tourism issues, coordination of regional politics and spatial planning, innovation, and regional cooperation in regard to tourism development. Furthermore, it functions as a centre for legal advice and supplies funding and grants for tourism development. BMLRT also develops national level tourism policy in Austria. The Austrian Bank for Tourism Development (Österreichische Hotel und Tourismusbank - ÖHT) supports sustainable tourism through a variety of financial and funding support for the tourism industry. Statistics Austria (Statistik Austria) collects statistics on tourism and includes sustainability indicators. Figure 4 shows the further organizational structure. Stakeholders on the national level are presented with a red frame. Figure 5: Organizational structure of tourism in Austria (BMLRT 2021; https://info.bmlrt.gv.at/en/topics/tourism/tourism-governance/organisational-structure.html)
Tourism associations in Austria exist at national, state and regional level. These associations include the Austrian National Tourist Office (Österreich Werbung) at national level along with nine state level tourism associations. State level institutions are very relevant stakeholders who often develop cooperations with relevant institutions in the mobility sector for example Tirol Werbung working with the Austrian National Rail (Österreichische Bundesbahn - ÖBB) to develop improved public transportation connections. However, it is local and regional associations who are the strongest driving forces in sustainable tourism, as the responsibility for implementation of sustainable strategies lies with them. Aside from regional associations there are two noteworthy representative associations: the Austrian Hotelier Association (Österreichische Hoteliervereinigung - ÖHV) which represents leading resort, corporate and city hotels, and the Austrian Travel Association (Österreichischer ReiseVerband - ÖRV) which represents predominantly travel agencies and tour operators.
The most well-known stakeholders amongst the NGOs in Austria are the Austrian Alpine Association (Österreichischer Alpenverein) and Nature Friends (Naturfreunde) with corresponding national and state level chapters throughout the country. Lesser known but also active is the Austrian Tourism Club (Österreichischer Tourismusklub - ÖTK). All three of these organizations work closely with their members to ensure safe alpine and outdoor activities while also including elements of nature conservation. In addition to these, the Transport Club Austria (Verkehrsklub Österreich - VCÖ -) centres its work on efficient, socially equitable and sustainable transportation systems in Austria, develops studies and factsheets and bestows the VCÖ Mobility Award to outstanding projects. While their work includes all aspects of transportation, travel and tourism activities are often featured in their work. Cycling Lobby Austria (Radlobby Österreich) represents concerns and interest of cyclists and has instituted a specific cycling tourism segment focussing on developing and improving the quality of routes and infrastructure for cyclists. Additionally, they cooperate with public transportation providers to ensure multi-modal travel opportunities. The networks Alpine Pearls and Mountaineer Villages (Bergsteigerdörfer) have both dedicated themselves to topics of sustainable mobility and focus on car-free travel and activities. While both feature destinations predominantly in Austria, the networks also include some destinations from neighbouring countries. The hotel networks Nature Idylle (Naturidyll) and Organic hotels (Bio hotels) are networks that go beyond a certification, as they are dedicated to a level of connection amongst themselves to ensure knowledge transfer between them. Thus, ensuring sustainability is upheld throughout the network. The Hiking Villages (Wanderdörfer) network focusses on hiking in destinations which seek to maintain ecological and social integrity while simultaneously upholding a typical local character of the destination. Here too, exchange and learning from each other is a characteristic of the network. Various partnerships further shape the Austrian sustainable tourism stakeholder landscape and play a vital role in sustainable tourism. One such partnership is Indulgence regions (Genussregionen) which partners local agricultural production with gastronomy and hotels to provide guests high quality culinary experiences which reflect local traditions and culture, thus providing increased sustainability in the product chain. Also common are partnerships between national parks and the surrounding communities for improved destination management and marketing. Examples of such partnerships include National Park Limestone Alps (Nationalpark Kalkalpen) or Steyr National Park Region.
Research on certification and sustainable tourism development has mainly been covered by the MODUL University Vienna and by the University of natural resources and life sciences (BOKU) Vienna. BOKU developed specific guidelines for cable car enterprises and the management of ski resorts based on the Eco-Management and Audit Scheme (EMAS) (Pröbstl et al 2004, Pröbstl-Haider et al. 2018). Further research focused on the motivation of hotels to get certified, the different content of labels, the motivation for shifting from one label to another and the environmental effects achieved by certified hotels over time (Müller, 2011; Müller and Pröbstl, 2012; Reschl, 2019). A regular update of EMAS registered tourism facilities, related information and support is also provided by the Austrian Environmental Agency (Umweltbundesamt, DI Monika Brom, Stv. Teamleitung, Nachhaltige Entwicklung, Bundesministerium Klimaschutz, Umwelt, Energie, Mobilität, Innovation und Technologie [BMK], Dr. Regina Preslmair, Abteilung V/7, Betrieblicher Umweltschutz und Technologie). Additional information for guests and interested entrepreneurs is provided by the Ministry on Climate, Energy, Mobility, Innovation and Technology, and can be found under the this link.
The Austrian tourism presents and highlights several regions and destinations in the context of sustainable tourism development (see ANTO 2020). Alpbachtal: A local planning bylaw from 1953 makes Alpbachtal’s traditional wooden architectural style mandatory for all new buildings, preserving both its heritage and alpine look. This has even led to Alpbachtal being voted ‘Austria’s most beautiful village’. There are also some 105 working farms in the Alpbach valley, about the same number as 100 years ago – a true ‘living history’ in these parts. Gmünd: This once medieval centre in the province of Carinthia is now a unique artistic hub and a fine example of a small town revitalised, assuming renewed identity and cultural relevance. To date, Gmünd, has refurbished some 15 buildings that had long stood empty and now host a collection of galleries, workshops, art studios and special exhibition spaces. Nicknamed ‘the artists’ town of Gmünd’, it is a testament to Austria’s dedication to a continuing, self-nurturing arts culture appreciated by locals and tourists alike. Graz: Austria’s second largest city, is a real hotspot for all things culinary, including a number of festivals celebrating its gastronomy, a definite ‘to-do’ is a visit to one of Graz’ many farmers markets that dot the city. 350 farmers from the immediate vicinity guarantee fresh, organic products with very little mileage attached. Hohe Tauern National Park: The largest protected area in the Alps which is spanning some 1856 km2 of untouched nature across the three provinces of Salzburger Land, Tirol and Carinthia. The numbers are impressive - 266 peaks over 3,000m, 551 lakes, 279 streams and rivers, and 250 glaciers. A third of all plant species native to Austria grow here. Innsbruck: The capital of the Tirol is popular for its enviable location which offers the draw of a pedestrian-friendly city with plenty of character lying near incredible mountain recreation. There are over 140 drinking fountains around Innsbruck. Many are real eye-catchers and could be considered art installations in their own right, at least one dates back to 1806. All water is fresh, crystal-clear mountain spring water, rich in minerals, and originating directly from the nearby Karwendel Nature Reserve. No need for plastic throwaway containers here. Simply reuse, refill and recharge with a taste of Innsbruck. Kitzbühel: Internationally recognised and synonymous with world-class ski, Kitzbühel has a healthy respect for what makes it such an all-season recreational draw for visitors. Care for its environs has led to its commitment to the ‘We Respect Nature’ project whereby visible, orange signage denotes areas that are off limits to people whether on a summer hike or exploring off piste in winter. This ensures that local wildlife is not disturbed or displaced, and their habitat is protected and untouched. St. Johann in Salzburg: This town has long prioritised the conservation of resources and the use of renewable energy. In 2008, it received the highest honour of the e5 programme – a Europe-wide qualification and award programme for municipalities. A free ski bus runs in winter and e-bike rental in the warmer months are just some of the eco-friendly possibilities here. Other publications highlight engagement in the context of the sustainable development goals, which are in line with sustainable tourism development, which are a special national goal by the Ministry of Agriculture, Tourism and regions (BMLRT, n.d.). The initiative addresses different target groups from the hotel manager, the entrepreneur but also includes student studies. The Hotel Retter in Styria is a pioneer when it comes to climate neutrality in the accommodation sector. Energy efficiency is of high importance for building measures as well as for heating, cooling and also mobility. Agricultural production is part of the hotel, with fruit orchards surrounding the buildings that are eco-certified since 1992 and an eco-certified gastronomy since 2004. The extraordinary effort for sustainability and quality of service had the result of 263 points in an audit of the Green Globe, when 61 points were required for the Austrian eco-label (exceeding the requirements with 267%) (Hotel Retter, 2021). The Boutiquehotel Stadthalle in Vienna also shows extraordinary effort targeting a sustainable offer. Guests who arrive via bike, train or e-car get a 10% discount on the price of their room for example. The building itself is the first zero-energy balance hotel in Europe. The offer further consists of an organic breakfast and a lavender roof garden. The hotel is also available for hosting green meetings (Boutiquehotel Stadthalle, 2021). The Castle Thannegg is an Eco-hotel in Styria with special interest in energy efficiency, alternative energy sources and research on effects of environmentally friendly action on family hotels. As the first hotel in the world, Castle Thannegg counts the CO2 emissions of guests arriving at their own CO2 footprint (Schlosshotel Thannegg, n.d.). Another business worth mentioning is ‘der daberer’ which is a biological certified hotel since 1978 (Biohotel Daberer GmbH, n.d.) as well as the Naturhotel Waldklause which was built in an innovative glue-free solid wood construction and with Tyrolean sheep wool insulation (Naturhotel Waldklause, n.d.). Also, the Hotel Heffterhof in Salzburg (City) is a great example for sustainable accommodation and hosting green meetings and events, certified with the Eco Label (Hotel Heffterhof, 2021). On a regional scale several online platforms offer information and lists for sustainable and Eco-certified accommodation and gastronomy in the respective area. See for example:
Others, like Slowfood Carinthia (Slowfood Kärnten) focus on the sustainable production of food. Werfenweng offers sustainable tourism with a special focus on soft/sustainable mobility. With the SAMO-Card guests can rent E-Vehicles (from E-Cars to fun vehicles) for a fee of only €10 per person if they choose a Samo accommodation and have traveled by public transport. Other services like a Shuttle to the local train stations and further activities like guided hikes, entry to the leisure park Wengsee or snowshoeing in winter and many more are included. Also, some provinces, like Lower Austria or Carinthia, offer special information and deals for vacations by bike and larger bike tours. |
Activities and instruments for the development of sustainable tourism
At national level klimaaktiv is an initiative of the Federal Ministry of Climate Action, Environment, Energy, Mobility, Innovation and Technology (Bundesministerium für Klimaschutz, Umwelt, Energie, Mobilität, Innovation und Technologie - BMK). The main goal is to decrease greenhouse gas emissions through increasing the market share of climate-friendly technologies and services at high and assured quality. One of the activity fields of klimaaktiv is mobility management for the recreation and tourism segment. Here klimaaktiv offers advice for different actors in the field (destinations, tourism businesses, tourism organisations but also event planners, protected area managers etc.) and supports them in applying for funding in the field of sustainable mobility (klimaaktiv, 2021 a). KEM Tourism is strongly oriented towards the successful Climate and Energy Model Regions (Klima- und Energie-Modellregionen - KEM) programme. KEM supports regions in making optimal use of their local renewable energy resources, in exploiting the potential for energy saving and in sustainable management. The commissioning of an implementation concept and its implementation by the model region managers are the cornerstones of the programme. The aim of KEM Tourism is to establish the region both nationally and internationally as a model region for climate friendly tourism and thus to encourage the efforts of other actors (Tourismuspresse, 2019). At the moment, there are two KEM Tourism regions in the implementation phase for measures: the region Nassefeld-Pressegger See – Lesachtal – Weissensee in Carinthia and the region Zell am See – Kaprun in Salzburg (Klima- und Energiefonds, 2021 a). Also the KLAR!-region programme, focusing on climate change adaption, supports projects and measures for sustainable tourism. 18 measures for alternative tourism concepts are implemented at the moment. The main goal of the programme is to prepare regions and municipalities for climate change, to minimise the negative consequences and even utilize eventual chances (Klima- und Energiefonds, 2021 b). In summer 2020 the Austrian National Tourist Office and the ÖBB (Austrian Railways) started the campaign to rediscover Austria, a campaign for sustainable domestic tourism. Within this campaign the ÖBB offered special conditions, benefits and tourism packages for “Vorteilscard” holders (APA-OTS; 2020). The benefit card (Vorteilscard) offers discount up to 50% off the regular ticket price when travelling with the ÖBB and private railways, that are included. A yearly fee of € 66 or €99 has to be paid, but there are special offers for families (€ 19), senior citizens (€29) and everyone under the age of 26 years (€19) (ÖBB-Personenverkehr AG, 2020).
Klimaaktiv, which was already mentioned in the section above, organises conferences and information events like the Tourism – Mobility – Day and publishes guidelines, checklists and information brochures in cooperation with the BMK and the Federal Ministry for Agriculture, Regions and Tourism (Bundesministerium für Landwirtschaft, Regionen und Tourismus - BMNT) (klimaaktiv, 2021 a). One of these is the Online-Guideline for Energy management in the hotel and gastronomy industry, which can help businesses to get on a sustainable track. The guiding starts with a self-check to determine the status quo. Based on the outcome there are measures for energy saving and renovation listed. Also, options for funding and certification are presented. Additionally, actors can get an overview of Good-Practice-Examples for inspiration and motivation (klimaaktiv, 2021 b). Another guideline for sustainable tourism focusing on mobility with the title ‘How does my tourism destination become sustainably mobile?’ (‘Wie wird meine Tourismusdestination nachhaltig mobil?’) presents destinations and operators opportunities to make their offer more sustainable. Measures as well as contact persons and funding sources are displayed (klimaaktiv, 2021 c). In 2019, the ÖHV started the initiative ‘Send a signal (‘Zeichen setzten’) focusing on avoiding waste and plastics as well as saving energy in hotels. In 2021, two years after the implementation, the result shows a positive outcome: Three guidelines were published (energy management in the hotel industry (Link see above), waste avoidance and E- charging stations, 106 businesses made use of the offers for energy saving in the gastronomy and kitchen and many more measures were implemented (ÖHV, 2021). The Austrian National Tourist Office published a position paper (sustainability in tourism: in 2012 as a basis for discussions on sustainability in tourism. It outlines the requirements as well as visions for the tourism sector) (ANTO, 2012).
Certification systems are also perceived as crucial tools to enhance the sustainable development of hotels and tourism enterprises (Müller and Pröbstl, 2012; Honey, 2002; Bien, 2007; Font, 2002). The trend toward environmental or sustainable certification has increased in the last two decades. By now a large number of voluntary standards have emerged and many companies adopted them (see Bendell & Font, 2004; World Tourism Organization [WTO], 2002) using these various certifying programmes and their sustainability standards (Font, 2002). This overall trend is also true for the situation in Austria where about 60 different certifications can be found with a national, regional or international background (Müller and Pröbstl, 2012). However, this applies not for all types of businesses in tourism in the same way. Overall hotels are more interested than e.g. cable car enterprises or other providers of tourism services. All certifications have three crucial functions: environmental standard setting, third party certification of these standards and value-added marketing or environmental communication (Müller and Pröbstl 2012). In addition to various voluntary approaches the International Organization for Standardization has developed more generic environmental certifications that do not apply to one industry in particular (e.g. ISO 14001 and ISO14004). In Europe also the Eco-Management and Audit Scheme (EMAS) serves as an environmental benchmark and plays an important role in various branches (Pröbstl-Haider et al., 2018; Pröbstl and Jiricka, 2009). The instrument of certification is also used by governmental initiatives to improve sustainable development. The Austrian Ministry of Environment developed a certification to enhance the sustainable development in various sectors with a strong focus also on tourism (Lebensministerium, 2005). Later, in the course of the 2015 UN General Assembly, the international community, including Austria, committed itself to implementing the 2030 Agenda on a regional, national and international level. Following this commitment to the 2030 Agenda, the first official step in Austria followed in January 2016 by a resolution by the Council of Ministers, according to which all federal ministries were given the mandate to implement it in a coherent manner. Accordingly, the SDGs are to be integrated as a central element of the 2030 Agenda by the ministries in their respective areas of responsibility (Smutny, 2017). The labeling of products and services by means of a quality label primarily serves as proof of conformity for compliance with defined requirements and for the aggregated presentation of relevant product or service-related information. Certain standards exist as ‘state of the art’ for the creation of these requirements and for the certification process itself. At the European level, the ISO 14020 - 14025 standards for environmental labels and declarations of the 14000 series of environmental standards of the International Organization for Standardization (ISO) are of central importance. In its ISO 14020 series of standards, the ISO differentiates between three types of environmental labels and declarations as one of the tools in environmental management and thus defines ‘Guiding principles for the development and use of environmental labels and declarations’ (ÖN, 2002: 3). While type I environmental labels are based on certification by external, independent third parties, an Environmental supplier declaration (type II environmental label) is by definition an "environmental statement without certification by independent third parties from manufacturers, importers, wholesalers, retailers or all of them others who might benefit from such a statement” (ÖN, 2016: 9). All types are based in principle on a voluntary basis. Certification by independent third parties is only mandatory for type I markings. This series of standards also deals with the increasing number of labels which are mainly created for marketing purposes. From a governmental perspective the increase in environmental statements has created the need to develop standards for environmental labels that cover all aspects of the product life cycle that are significant for the environment (ÖN, 2016: 6). In addition, the ISO 14000 series of standards includes further certification options for companies in the context of the development of environmental management systems. The central standard for this is ISO 14001. In addition, the EMAS environmental management system offers another option for company certification according to specified standards (Pröbstl-Haider et al., 2018). However, in tourism the number of labels in Austria is increasing (Müller and Pröbstl, 2012). Müller and Pröbstl (2012) highlight that some of the new generated labels (such as BIO-Hotel, Sleep Green or Nature-idyll-Hotels) are not seeking to be dominant in the international market because they positioned their label to a specific regional target group, and in some cases a limited number of members may be an advantage rather than a disadvantage. A good example for this strategy is the label “Nature-idyll Hotel” from Austria. Their members want to position their hotels to clients by committing to environmental management in general, as well as to a specific attractive nature-oriented ambience. Comparing the various labels applied in Austria one can see that the presentation on the website differs between the labels significantly, and not all sites provide complete information. Therefore, to the tourist, differences between the labels are hardly visible. Müller and Pröbstl (2012) also report differences concerning the controlling. The “Österreichische Umweltzeichen” (Austrian Ecolabel) belongs to the labels, which are intensively controlled. The authors summarize the challenges for tourists in the alpine area as follows:
Environmental labels (e.g. Austrian Ecolabel, EU Ecolabel) of high standards generally include the entire life cycle. Only in this way can eco-labels serve as a comprehensive instrument in the decision-making process since the influence of products and services on the environment naturally requires a comprehensive approach. “Eco-labels are intended to provide the consumer with bundled information about environmentally friendly products and processes […]” (SRU, 2008: 64). Since comprehensive certification procedures are associated with a certain amount of time and money, companies are also forced to label their products and services with self-created and not externally verified labels. However, there is often a lack of a holistic view of all environmentally relevant aspects and the information is distorted, as individual positive effects are highlighted by the labeling, negative aspects are not dealt with and thus hidden (Rennings et al., 2008: 93). One result of this development is the now unmanageable number of different labels with all the associated negative effects. There are more than 60 certificates in tourism in the Alpine region (Müller, 2011). The ‘Österreichische Umweltzeichen’ (The Austrian Eco-label)The Austrian Ecolabel was founded as an association brand in 1990 on the initiative of the Ministry of the Environment. It is based on the graphic design of the artist Friedensreich Hundertwasser and combines the components earth, water, air and nature in its symbolism. Figure 6: The Austrian Eco-label, designed by Hundertwasser
As an environmental labeling programme of ISO type 1, the Austrian eco-label serves as an independent state seal of approval for the award of environmentally friendly consumer goods and services with an assessment of the entire life cycle. Environmentally friendly in this context means "more environmentally friendly than the current range of products serving the same purpose" (BMLFUW, 2007). In addition to the comprehensive consideration of relevant environmental aspects, qualitative characteristics with regard to usability, safety, durability and ease of repair are also checked. The primary goal is to influence the demand behavior of the respective consumer-relevant target groups through bundled environmental information in order to give preference to more environmentally friendly products and services. In addition, the eco-label is also intended to encourage manufacturers and retailers to develop more environmentally friendly offers in order to subsequently achieve continuous market- driven environmental effects. As part of a continuous development since its foundation, products and services are currently being awarded in the four overarching categories of products, tourism, education and green meetings & events. The assessment of a tourism business for fulfillment of the criteria required for the award of the eco-label is carried out within the framework of an independent external appraisal, which is commissioned by the business with a qualified inspection agency and provides for a holistic assessment of the business. An on-site inspection of the operation by an independent testing agency is required to verify that the criteria have been met. This is allocated to the respective company after receipt of the application can be selected by the company itself from an accredited pool of examiners. Some requirements can be verified by self-declaration and/or the conformity is determined in the context of the on-site inspection. To speed up the process, numerous details can also be entered via a dedicated software portal. The examination time in the company depends on the size of the company and typically requires several hours up to one day. As part of the test, the entire company is inspected. After the end of the test, the company receives a preliminary test result and information about any documents that may still be submitted. The final release of the company for the use of the eco-label takes place after the assessment of the test report of the eco-label test by the Austrian Consumers’ Association (Verein für Konsumenteninformation - VKI) a non-profit organization to represent interests of consumers, strengthen their position and to inform about rights and obligations). In addition to the compulsory selection of a suitable test centre, the certification process also offers the opportunity to consult trained advisors in order to support the company in implementing the measures to obtain the eco- label. A consultant can be called in by the company in advance of the examination, but this is not mandatory. It must be taken into account that the company is not checked by the same person who provides the advice. Consulting services can be a considerable relief for a company in the sense of an efficient and effective implementation of the certification and are funded by chambers of commerce or economic development institutes as well as state governments, depending on the federal state. In addition, a look from the outside often provides important information on how to improve operational processes and suggestions for improvements and savings in environmentally relevant areas. The effort for an external consultation is usually based on the requirements and wishes or on the preliminary and internal work performed by the company. After completion, the entire report sent to the Ministry of the Environment for the issuing of the license agreement and the award certificate. The characters are awarded for a period of four years. Operating costs result from the expert opinion as well as the offsetting of an application fee (one-off) depending on the size of the establishment and an annual license fee. The application fee to be paid for an application for the first award of the Austrian Ecolabel also includes the costs for the initial assessment. The annual license fees are used to support the licensees and to finance marketing activities. In addition, the annual license fee is used to cover the costs of a follow-up test. The database on tourism related certificates based on EMAS showed that only a few enterprises use this certification in Austria (see table 5 in chapter 4.2.4.1). One ski resort on Austria uses the certification and auditing following EMAS and ISO 14001. In this context the resort in Lech am Arlberg (ISO 14001) and the Schmitten Höhebahn in Zell am See (EMAS and ISO 14001) are good examples and front runners within the branch.
Eco-label - guidelines for tourism businessesAccording to the guideline of the Austrian Ecolabel for Tourism and Leisure Industry, accommodation providers, restaurants, conference and event locations, campsites and shelters can be recognized for their commitment to environmentally friendly management and social responsibility. The prerequisite for the award and use of the Austrian Ecolabel is compliance with all relevant laws and regulations of the federal government, the respective federal state and the responsible municipality. The requirements of the guideline to be met are divided into must and should criteria, with the former representing indispensable minimum requirements in the following areas:
In addition to the required criteria, optional measures (target criteria) must be implemented. Either measures from an example catalog or environmentally relevant personal initiatives can be implemented. A point-based system is used to take into account the target criteria in the various areas. The list of mandatory criteria ensures the comparability. The most extensive possible harmonization with the requirements of the EU Ecolabel at European level should make it easier for companies to obtain the Austrian Ecolabel and the EU Ecolabel within one test procedure (BMLFUW, 2007).
Ecolabelling for green meetings in AustriaTourism development in Austria mainly in cities such as Vienna, Salzburg and Innsbruck is also significantly linked to conferences and events (Ranacher, 2013; Fritz et al., 2021). Within the
Figure 7: The Austrian Ecolabel for Green Meetings (BMLFUW, 2013)
The criteria of the governmental run ecolabel are available online and listed in table 5 together with the maximum number of points possible. They are divided into basic requirements, which the licensee has to fulfil in any case and in event specific criteria, of which some can be selected freely. A minimum number of points must be reached, which depend on the scope and size. The evaluation criteria consist of
The facility hosting the event has to be a licensee for the Austrian Ecolabel to be able to award the ecolabel for green meetings. The facility, which applies for being a licensee is accountable for the compliance with the criteria, the documentation and the licensing of the events (BMLFUW, 2014).
Selected courses on sustainability, tourism planning and sustainability are provided within all tourism education opportunities from the university level to the many famous tourism schools in Austria (see Modul University, see University of natural resources and life sciences, Vienna). However, in Salzburg a full programme is offered on sustainable tourism topics. Capacity building in this context is also provided in the context of the SDGs (see the website by the Ministry of Agriculture tourism and regions and by the agency of environment) (Umweltbundesamt) and the certification agency, when it comes to certification and consulting. Educational offers are also provided by the climate regions and by the related climate fund Austria (Salak, 2016). In the context of capacity building, it is of high importance to understand the motivation and interest in sustainable tourism. A discussion with hotel managers and their motivation (Müller and Pröbstl 2012) reveals that for the credibility it is important whether it is a governmental certificate or a private one. For some hotel managers the certification by the state has a higher credibility and good visibility for the client. The funding, however, is of little relevance. For the interviewed hotel managers, the credibility is also a part of their personal goals and visions. For an owner and operator of a “Bio-Hotel” the credibility is of high value, because he or she strongly beliefs in this way of living. For this group their personal credibility and the credibility of the label coincide. This leads to high demands toward the certificate and the controlling process. The Austrian example and the interviews with Austrian hotel managers also showed that the high hopes to improve the sustainability by certification are still valid since Müller and Pröbstl (2012) found within certified hotels more satisfied clients, reduced impacts on the environment, an improved market positioning and even positive effects on the motivation of the personnel. Reschl (2019) found that mainly the first certification is of high environmental efficiency compared to the results in the following years. These research findings are important when developing capacity building tools. Instead of highlighting financial savings motivational aspects should be presented and addressed.
The Ministry for Agriculture, Regions and Tourism is responsible for the strategic use of budget funds to support activities in the tourism and leisure industry. In addition to federal budget funds, financial resources from the ERP and EU co-financing funds are utilized. Tourism funding by the Ministry of Agriculture, Regions and Tourism is serving different purposes. One part of the tourism budget is dedicated to funding programmes for tourism SMEs administered by the Austrian Bank for Tourism Development. The main objective of these programmes is to encourage investments, innovation and young entrepreneurs by means of grants, loans, interest subsidies and guarantees. The Corona crisis has shown that sustainable projects and offers are more stress-resistant and less crisis-prone and have further developed Tourism 2020. One of the current funding calls therefore promotes Sustainability and resilience in tourism. The objective of this funding action is therefore to make the local tourism offer - both for summer and winter - fit for the whole year with a view to the new requirements and guest needs, to jointly develop or expand it in a sustainable way and - wherever possible - to create synergies in order to achieve regional resilience. In addition to the national budget, all nine Federal Provinces have their own tourism budgets to support specific tourism development programmes. The Environmental Funding Programme in Austria (Umweltförderung im Inland - UFI) is the central promotion of the federal government. Funding is provided for measures that have positive environmental effects (especially CO2 reductions and energy savings). These include the use of renewable energy sources, increased energy efficiency, mobility measures, but also projects to avoid and reduce air pollutants, noise or hazardous waste. In addition to the federal environmental subsidies, there are supplementary measures in many federal provinces that support businesses on their way to increasing energy efficiency or converting to renewable energy, either consulting or with investment cost subsidies. The Austrian Energy Agency offers a funding guide which provides a comprehensive overview of funding for energy efficiency and renewable energies in Austria. |
Summary and conclusions on national situation
Certification is perceived as a crucial strategy to enhance sustainable and climate friendly development in tourism. The main tourism plan (Plan T) significantly counts on the entrepreneurial initiative. Interested entrepreneurs or event managers are supported with tools and guidelines. Table 5: Certified enterprises in tourism using EMAS (data base Austrian environmental agency, Brom, 2021)
Recent research also focused on possible benefits and outcomes, covering both biodiversity and the use of resources and other environmental issues. Positive effects are reported for cable car enterprises and ski resorts as well as for hotels. In ski resorts, the application of EMAS and the related change of the summer management enhanced the biodiversity of plants, insects, and birds on slopes. However, as table 4 shows the number of certified organizations is still limited. In the dynamic field of environmental policy, sustainability certifications are increasingly confronted with the question of their benefits. The results by Reschl (2019) have shown that in the context of the implementation of the Austrian Ecolabel some significant environmental improvements were achieved in the analyzed hotels. In addition, the results illustrate the potential for improvement of tourist accommodations. The monitoring data (Reschl, 2019) could serve as a basis for further analysis on the efficiency of the Austrian Ecolabel and can be used to identify relevant data to be collected in the certification process, to define a set of meaningful environmental performance indicators, to identify difficulties and potential for improvement of data collection and evaluation and finally to derive recommendations for further analysis and enable regular data analysis as well as to create guidelines for companies based on benchmarks. The environmental agency provides only data on the Austrian environmental sign as well as certification by ISO and EMAS. The efficiency of other cooperations is unknown. A study by Müller (2011) however shows that these environmental signs differ significantly concerning the relevant criteria, the certification costs, the membership fees, the assessment, the transparency in the web and reporting duties.
In Austria in tourism, there is a common understanding that strategies must be tailored to the respective levels such as national level, the destination level or the local entrepreneurial level (Pröbstl-Haider et al., 2020). A special attention should also be given to the role of the guest and the communication strategy. Finally recent publications highlight the relevance of a set of general steering instruments (Mostegl, 2020; Pröbstl-Haider et al., 2020) which should be used in combination such as legal and normative instruments, economic instruments, instruments based on behavioral economics, planning instruments and finally facilitation and moderation. At the national level, various steering measures are discussed. In this context, it is highlighted that the economic system, in which tourism is integrated, is brought to an overall sustainable and climate-friendly course. Examples include an ecological tax reform with the medium-term goal of a full internalization of external costs as well as a national funding policy that financially supports the transition to sustainable, climate-friendly development and makes it economically easier for companies or regions to transition (Mundt, 2011). However, in contrast to the scientific suggestions highlighting the high relevance of soft instruments based on behavioral economics, planning and facilitation, the political discussion focusses mainly on legal or economic instruments. It is a challenge to change this perception and to show the efficiency of other steering instruments. Since the development to sustainable tourism also requires a contribution by the guests, there is an agreement that awareness-raising measures must be taken to positively influence tourists in their vacation planning to achieve more sustainable behavior. The current poor availability of information e.g. on the carbon footprint of products and services in tourism means that even environmentally conscious tourists are hardly able to make an informed consumer decision (Pröbstl-Haider et al. 2020). More transparency regarding the greenhouse gas emissions of products and services is needed in order to create a fair basis for the internalization of external costs, and to enable climate-conscious consumers to make an informed decision. In consequence the main information platforms for travelers, such as travel agencies, travel providers and booking platforms (e.g. Booking.com or Trivago) must be significantly improved. This can be achieved, for example, by showing the CO2 footprint of respective offers, as well as by presenting specific certifications. In addition, the environmental performance of various providers (e.g. cable car companies) should be better presented on the respective website in order to be used in the decision- making process (Schmied, 2012). Often environmental engagement or certificates are difficult to find. However, international literature also highlights that information alone is not sufficient to achieve sustainable or climate friendly decision making and behavior. (e.g. Stehr & von Storch, 1995; Becken & Simmons, 2008; Hunter & Shaw, 2006; Sharpley, 2006). In this context one must consider that strict measure to enhance sustainability may affect the overall desired experience by the guest. Therefore, it is perceived as a major challenge for research to understand guests’ decision making. The recognition of appropriate system relationships, trade-offs and dynamics is the prerequisite for being able to develop further strategies and adaptation concepts (Pröbstl-Haider et al., 2020). The relevant literature also shows a significant shift in the methods used to study consumer behavior. Current research therefore suggests concentrating on new concepts that combine research results from psychology, economics and consumer behavior research in order to achieve behavioral changes (Hardeman et al., 2002; Webb et al., 2010; Pröbstl-Haider & Haider, 2013; Pröbstl-Haider et al., 2020). Current research concepts therefore aim to think of alternative concepts going beyond restrictions, environmental information or calls of appeal, and to test and implement them. These approaches include the nudge theory (Thaler & Sunstein, 2009). Nudging in this context is also perceived as a logical development of a changing governance landscape (Baldwin et al., 2011; Levi-Faur, 2011; Bradbury et al., 2013; Kosters & van der Heijdenc, 2015). Appropriate research approaches combining theory and practice are still pending in Austria. It is also unclear whether the promotion of certificates can nudge tourists in the future. In addition to the above-mentioned changes in the individual behavior of the tourist, there are numerous options for reducing greenhouse gas emissions on the business level, e.g. by changing the systems or operational processes, and generally adapting good business practices. In the past, the main focus was on the supply side, including the improvement of buildings and services through the implementation of renewable energy infrastructure, energy-efficient systems and insulation (BMWFW; WKO & ÖHV, 2015) and the support of individual companies through advice, certification and funding (Pröbstl & Müller, 2012; APCC, 2014; EIW, 2014). In continuing this tradition, the climate fitness of projects to be funded will have to be taken into account. Also, subsidies may have to be restricted accordingly. All efforts to promote certification of companies should also continue to be supported. In the energy sector in particular, considerable savings potential has been demonstrated in the past (Reschl, 2019). However, incentives should make the decision for a detailed certification easier. In this context, many companies in Austria would like to see a facilitated process for the approval of adaptation measures (Pröbstl-Haider et al., 2018). Bonadonna et al. (2017) report an increasing attractiveness of climate friendly and sustainable tourism products especially for the group of so-called millennials (people who were born between 1980 and 1995) because the topic of sustainability already has a higher priority for this segment. According to the legal definitions, tourism development and innovation in Austria is clearly a task of the regional tourism associations. Accordingly, the regional tourism associations, as destination managers, should be interested in an increasing number of certified SMEs. However, in this context we see little cooperation or awareness rising by the regional destination management. Accompanying measures at the national and European level are absolutely necessary to enhance sustainable tourism offers in Austria in addition to the measures at the destination level. This is particularly true for the mobility and transportation sector, where appropriate taxation and the provision of public transport can create essential conditions for adaptation on the one hand and new product development on the other. The personal trade-off of the travelers will essentially depend on the development of this offer.
While China reported the first case in December 2019, it took almost three months for the global spread of COVID-19 to reach Austria (Kantis et al., 2020). On February 25, 2020, the first two people in Tyrol tested positive for the virus. The first case in Vienna was due to a Viennese lawyer who had been in the hospital for 10 days with flu symptoms at the time of the test. After the 72-year-old man's positive test result, all visitors and 90 hospital employees were quarantined (Die Presse, 2020). By March 5, the situation in Austria seemed to be largely under control, there were only 24 reported infections, most of which can be traced back to stays in neighboring - and already severely affected - Italy (Trescher et al., 2020). After March 5, there was a rapid spread, for which the well-known winter tourist resort Ischgl is named as the epicentre, after an employee of an après-ski bar infected several guests of different origins with SARS-CoV2, which the virus then returned to their home countries imported (Trescher et al., 2020). After numerous cases in northern Germany, Denmark, Norway and Iceland became known 10 days later, which could be traced back to the ski resort of Ischgl, Ischgl and the surrounding Paznaun Valley were quarantined (Tiroler Tageszeitung, 2020). Due to the increasing number of new infections throughout Austria, nationwide restrictions in the form of a so-called “lockdown” were decided with the aim of curbing the spread of the virus. After record arrivals in February 2020, a subsequent drop in April, with a difference of 99.7% compared to 2019. The easing of the situation in some main markets such as Germany, the Netherlands and Italy in the course of the summer of 2020 was also evident in the international arrivals. The difference between May and June is particularly significant; In May 2020, only just under 37,000, but in the following month of June, almost 700,000 - mainly German - guests were recorded. Overall, it is noticeable that the rapid decline in arrivals contrasted with a very rapid increase. Despite rising COVID-19 diseases in Austria in July and August, international arrivals in August rose to 65% of the 2019 value, and total arrivals to over 80% of the 2019 value. Since in 2021 the hotels were closed again, the government developed “State aid packages for tourism companies” in Austria: During the COVID-19 crisis, targeted measures were taken "to provide security in the ongoing pandemic on the one hand and to support companies in this challenging time on the other." (Safe hospitality; WKO, 2020: 1). From July 1, 2020, an Austria-wide corona test programme for tourism was introduced. This programme made it possible for all accommodation providers to have their employees tested regularly and at the expense of the federal government (Safe Hospitality; WKO, 2020: 1). In addition, the Austrian federal government offered tourism companies various aid packages that affected companies can access and the purpose of which was to cushion the negative economic consequences that many tourism companies had to suffer: Short-time workShort-time work is the "temporary reduction in normal working hours and wages due to economic difficulties” (Corona-Infopoint, WKO, 2020). If an employee was sent on short-time work, the employer only had to pay the hours that were actually worked - the difference to the original salary was largely paid out to the employee by the Public Employment Service if all the necessary requirements were met (Corona Infopoint; WKO, 2020: 1). Working hours were reduced in the short-time working model by a maximum of 70% and at least 20% of the previous working hours. In order to apply for short-time working as an employer, an economic justification was required, which was to be provided by the "Information on the development of sales or other meaningful indicators" (Ibid.). The gross remuneration of the last fully paid month before the application was used as the assessment basis for the remuneration paid during short-time working. The application for the short-time working model was possible for all companies that were affected by COVID-19-related measures. Fixed cost subsidyCompanies that suffered sales losses of at least 40% due to the COVID-19 crisis between May 16, 2020 and September 15, 2020 were given the opportunity to apply for the so-called fixed cost subsidy. This financial reimbursement for rents, insurance premiums, interest expenses, license fees, electricity / gas / telecommunication costs as well as personnel expenses due to the crisis was available to all companies that had their headquarters or their permanent establishment in Austria or carried out an operational activity “for income from agriculture and forestry, self-employed work or business operations” (Fixkostenzuschuss.at, 2020). Furthermore, companies that applied for the fixed cost subsidy were obliged to "have taken reasonable measures to reduce the fixed costs to be covered by the fixed cost subsidy” (Ibid.) before submitting the application. The application could be submitted to the COVID-19 Federal Financing Agency (COFAG), which carried out the application reviews and finally decided on the eligibility of the companies (Fixkostenzuschuss.at, 2020). Loan deferralsThe effects that the COVID-19 crisis has on the Austrian labour market can be seen, among other things, in the fact that many people have problems repaying current loans due to their income being reduced by job loss or short-time working. If the borrower "has a lower income or a financial bottleneck due to the COVID-19 pandemic” (Corona-Infopoint, WKO, 2020: 1), it is possible to apply for a free deferral - that is, an extension of the loan period, which the borrower does not causes additional costs. This applies to loans that were taken out before March 15, 2020 and is supported by the Austrian banks - as an application, it is sufficient to contact the bank and explain the reasons for the postponement in more detail (Corona- Infopoint; WKO, 2020: 1). Investment premiumsIn order to promote operational investments - which fell sharply during the COVID-19 crisis – an application for an investment premium could be made. This was an additional payment for “tangible and intangible new investments requiring capitalization” (WKO, 2020). The premium was at least 7% and could be increased to 14% (WKO, 2020) for investments in the areas of “digitization, greening or health / lifestyle”. New initiative for the comeback of tourismAustria supports the overall strategy by the European Union. In addition, the responsible Ministry started a recovery strategy, which is built on the future-oriented Plan T.
Figure 8: Concept for the recovery of the Austrian tourism branch – “Let’s go! – to the comeback of local tourism (BMLRT, 2021)
The concept consists of 5 steps and related workshops with the following themes (BMLRT, 2021; info.bmlrt.gv.at):
The governmental measures were overall quite effective. However, the tourism branch lost many employees during the pandemic situation. In 2020, the summer season with a significant number of inland guests saved the many hotels in Austria especially on the countryside. Conference hotels, city hotels and pure winter tourism destinations depending mainly on international arrivals were more suffering. It is expected that in 2021 the incoming guests mainly from Germany, The Netherlands and Switzerland will lead to sufficient income to maintain the business. In a survey for lower Austria conference hotel managers stated that they needed their financial reserves to survive the pandemic (Mathera, 2021). The efficacy of the recovery strategy is unknown since it has started recently.
Sustainable Tourism for SME requires the presence of several supporting factors besides an overall national strategy. Some of the main aspects are listed below:
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