What added value can a mobile-based mobility analysis bring, which has been utilized in the region for several years? What solutions can be generated using the analytical data? Managing Director Pamela Binder offers a behind-the-scenes look!
Countless Use Cases for Tourism Insights
Ausseerland is a charming tourism region in the Salzkammergut, located in the Austrian state of Styria. Centrally situated in Ausseerland are the picturesque towns of Bad Aussee, Altaussee, Bad Mitterndorf, and Grundlsee.
Bad Aussee serves as the cultural heart of the region, renowned for its traditional customs and festivals, such as the Narcissus Festival, which rotates every three years among the towns of Altaussee, Bad Aussee, and Grundlsee, attracting numerous visitors each spring. Altaussee captivates with Lake Altaussee, one of the most beautiful lakes in the Salzkammergut, surrounded by imposing mountains like the Loser. Bad Mitterndorf is a popular spa town in the Styrian Salzkammergut, famous for its breathtaking mountain scenery and healing thermal springs. Grundlsee, often referred to as the “Styrian Sea,” is the largest lake in Styria and invites visitors to swim, boat, and fish.
Another highlight of the region is the Ski Flying World Championship at Kulm. This exciting sporting event regularly attracts international ski jumping elites and numerous spectators. Kulm is one of the most renowned ski flying hills in the world and offers a breathtaking backdrop.
Ausseerland was the first major tourism region to adopt the comprehensive analysis tool Tourism Insights. Since 2019, the region has been sourcing data from a total of 13 tourist hotspots as well as several events, and has already drawn exciting conclusions for the region. In a joint conversation with Pamela Binder, who has been serving as Managing Director of the tourism region for nearly five years, we reflect on the successful years of collaboration.
Strong Data. Strong Region.
Initially, the primary objective was to generate a comprehensive analysis of the current catchment area of the region. The catchment area was to be fully defined to identify any dispersions and to enable more targeted marketing measures. Monitoring commenced during the COVID-19 pandemic. Due to the retrospective availability of data back to 2019, access to pre-measure data was possible, allowing precise knowledge of the level to be regained post-pandemic. Thus, new goals for the region could be defined even during active COVID-19 measures.
Since then, usage has expanded. The data serves as a solid basis for argumentation for the region and individual organizations. The analysis results are particularly utilized in retail, by organizations such as the Red Cross, in the development of new mobility concepts, as a data basis for relevant studies, to support the organization of events like the Ski Flying World Championship at Kulm, as well as by municipalities in vacancy management and monitoring of locations with high day-tourist frequency.
Setting Up the Dashboard
During the development phase of the dashboard, the region maintained active communication with individual stakeholders of the Points of Interest (POIs). This was valuable not only for evaluating the interest of individual organizations but also for exchanging reference figures to improve the calibration of the dashboard. Due to precise and meticulous calibration during the setup phase, the data is still considered very good today. The selected POIs were assigned characteristics such as “Recreation,” “Nature,” “Outdoor,” and “Culture & Shopping” to more accurately track visitor flow between individual POIs.
Pamela Binder and her team regularly use Tourism Insights and have fully integrated the Mobility Insights platform into their daily work. In our conversation, she recalls the setup phase of the dashboard and emphasizes how smoothly the calibration proceeded. She also repeatedly highlights the user-friendliness of the dashboard.
“We were a team from the very beginning! We asked ourselves: What do we need, what key metrics are we looking to monitor? From there the setup really developed as a team. That was truly great.”
The data proves its value as a solid basis for argumentation among stakeholders. Pamela Binder cites two concrete examples: “On the one hand, the Red Cross uses the data to find out how many people are actually on-site at events. The clear results allowed resources to be adjusted and an additional emergency medical station to be established.” The organization of the Ski Flying World Championship at Kulm also benefits from the data: “Thanks to the data, we managed to reactivate the ÖBB special train station during the Ski Flying World Championship. The figures enabled us to present resource requirements validly, and we received approval from ÖBB for reactivation. That’s truly great for an event of this magnitude!”
The data also provides significant added value for mobility in the region. The availability of visitor flows between various Points of Interest (POIs) makes it possible to determine which routes are most relevant for visitors. “With this information, we were able to optimize our newly introduced shuttle service as well as an on-call and night taxi by increasing resources on particularly demanded routes.”
The construction process of the cable car on the Loser also benefited from the analysis. Following a frequency measurement of individual cars, a total visitor measurement was conducted through the mobility analysis with Tourism Insights. “The resulting figures simplified the building permit process for the cable car,” explains Pamela Binder. Additionally, a new mountain bike trail was opened on the Loser. Projections were also used to create the associated business plan – upcoming evaluations will show to what extent the set goals are achieved.
“The individual service providers also use the dashboard independently. It didn’t require extensive training or anything like that because the dashboard is really extremely easy to use,” explains Pamela Binder. Should other organizations require the results, the region uses the PDF export option to make the insights available. This approach also optimized the program at the Bad Aussee City Festival. The analysis results indicate that visitors stay longer with a more diverse cultural program. The organizers were able to design the program more efficiently accordingly. Additionally, the results are used as a basis for several studies, including a traffic study and the creation of a public value report.
“We really don’t want to do without the tool anymore,” concludes Pamela Binder in our conversation. “After many years of excellent collaboration and the diverse use of anonymized movement data, we look forward to many more years together!”
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