old parlor with beds in it

Tirol Werbung »

Tirolean Tourism

A flagship industry

The Alps played an essential role in transforming Tirol into a coveted holiday destination: in bygone times, mountain ranges and alpine passes were considered a hindrance for travellers and a harsh living environment for their inhabitants. Attitudes changed with the emergence of tourism from the 1800s, especially from the middle of the 19th century.

The mountains became a recreational area, while tourism advanced Tirol's economic development. Today it is one of the country’s most important industries. Almost 25,000 businesses rely directly on it for their livelihoods and 48,000 people are employed in tourism (on a full-time equivalent basis). Moreover, the industry acts as a significant driving force for other economic sectors, such as trade or handicrafts.

Find out more

Hiking path

The Tourism Strategy

“The Tirolean Way” strategy paper has been the guiding principle for the further development of tourism in Tirol for many years. A new version of the strategy was presented in 2021 and serves as a guideline for the industry. Find out more about our tourism strategy
Bike race with promotion banners

The Tirolean Tourism Associations 

The 34 tourism associations are valued partners of Tirol Werbung and responsible for strategic development, marketing and guest communication for the regions.  Find out more about the tourism associations
white cushion with red heart in the middle

Facts and figures on tourism in Tirol 

Overview of Tirolean tourism: Find out more about overnight stays, arrivals and the most important source markets. Find out more about Tirolean tourism
old picture of women's ski race

History of Tourism in Tirol 

Thanks to its favourable location between Germany and Italy, Tirol has always been committed to the hosting of travellers. Find out more about the history of tourism in Tirol