Salzburg unveils visionary 2030 strategy for a sustainable alpine tourism

Culture as a Global Magnet

Salzburg aims to strengthen its standing as one of the world’s top cultural destinations. Its unparalleled artistic heritage—from the Salzburg Festival and Mozart’s legacy to “The Sound of Music” and UNESCO-listed Old Town—continues to attract global visitors.

The strategy calls for expanding both high culture and regional cultural initiatives. That includes local exhibitions and alpine folk culture, while ensuring that residents remain active participants in the city’s cultural life.

The Alpine Health Region

Health, wellness, and nature form another key pillar. With growing urbanization and lifestyle-related health challenges, Salzburg seeks to position itself as “The Alpine Health Region,” a destination where visitors can restore body and mind in harmony with nature.

The focus extends beyond medical recovery to prevention, active living, and re-connection with nature. The region plans to integrate its natural assets—forests, meadows, and alpine landscapes—into health and wellness tourism.

Sports, MICE, and Innovation

Salzburg’s sporting expertise—ranging from winter sports to hiking and cycling—will remain a vital attraction. The province will continue to host major international sporting events and promote them as sustainable, “green” events.

Finally, the MICE sector remains a major economic driver. A new MICE Master Plan will ensure Salzburg’s continued competitiveness through modern, hybrid formats and stronger links to nature-based experiences. Emerging trends such as “workcations” and co-working spaces are also part of this forward-looking vision.

These initiatives will drive the idea of keeping Salzburg as a premium destination in the Alps, where sustainability and inclusivity will shape its tourism offer. A model far from the mass tourism sought by other destinations.