South Tyrol balances heritage, innovation, and market expansion

How would you describe South Tyrol’s current positioning within the European tourism landscape?

Andreas Tschurtschenthaler – We see South Tyrol as a destination that combines the best of two worlds: Central European precision and Mediterranean charm. Our focus is on highlighting this cultural and geographical bridge in all our communication. We are deeply rooted in Italian culture, which we love, but we also reflect Central European traditions in our lifestyle and hospitality. That blend defines who we are.

Which tourism markets are most important for South Tyrol these days ?

Andreas Tschurtschenthaler – We’re currently active in nine key markets. Our core markets are Germany, Switzerland, Austria, Italy, Belgium, and the Netherlands. Then we have the Czech Republic and Poland, which are primarily winter markets. And since this year, the United Kingdom has joined that list—also as a classic winter market.

Tyrol is a well-known name internationally. Would it make sense for South Tyrol to collaborate more closely with [Northern] Tyrol to reach broader markets, like France or the USA for example ?

Andreas Tschurtschenthaler – That’s an interesting point. It’s not really a political issue—it’s more historical. The markets have evolved separately since the end of World War 1 and the separation of the region into a Northern part in Austria and a Southern part given to Italy. Each has since then developed its own identity and habits. Changing that isn’t easy. But looking ahead, there could be economic value in approaching long-haul markets such as the U.S. or China together. Tyrol has a globally recognized brand, and South Tyrol could be seen as the distinctive, character-rich part of that larger picture. We could certainly complement one another.

Are there any joint products or cross-border initiatives already in place between Tyrol and South Tyrol ?

Andreas Tschurtschenthaler – On a practical level, yes. We have the Euregio Ticket, which proposes a common transport solution under a single brand in Trentino, South Tyrol, and Tyrol. It allows passengers to travel on public transport across all three regions—to places like Innsbruck, Bolzano, or Trento. It’s a good step toward closer mobility integration, though it currently covers only public transportation.

Q: Beyond transportation, what are you doing to strengthen South Tyrol’s image internationally?

Andreas Tschurtschenthaler – We believe South Tyrol already has a strong image, but we’re working to make it more complete. Our strategy is to diversify by linking agricultural excellence with the visitor experience—connecting local products, the landscape, while showing a strong respect for nature. We emphasize innovation, craftsmanship, and a high standard of living, all while maintaining a Mediterranean warmth and approachability.

We’re small but strong. Just look at our wine! South Tyrol produces only about 0.7% of Italy’s total wine volume, yet our whites are among the country’s most awarded. That says a lot about our commitment to quality over quantity.

South Tyrol has a strong Austro-Hungarian heritage. Does that influence how you promote the region?

Andreas Tschurtschenthaler – Absolutely. You can see that legacy everywhere. It is visible from our castles and architecture to the way we manage our land. We have around 800 castles, many from the Middle Ages and the Habsburg era. Until 1919, we were part of the Austro-Hungarian Empire, and that heritage is still reflected in our language, behavior, and even the landscape.

Speaking of language, is German still widely spoken in South Tyrol?

Andreas Tschurtschenthaler – Yes. About 80% of our population speaks German as their first language, particularly in rural areas. In Bolzano/Bozen, which has about 120,000 residents, around 75% speak Italian, though you’ll hear German widely in the city center. That bilingualism is part of what makes South Tyrol so unique.

What about visitor numbers—how is tourism performing?

Andreas Tschurtschenthaler – South Tyrol welcomes about eight million arrivals a year, resulting in roughly 37 million overnight stays. Around 80% of our visitors come from the DACH region—Germany, Austria, and Switzerland—plus Italy. Together, those markets account for about 90% of our total tourism volume. France and other markets remain small for now, but we see opportunities for growth.