Tourism Region Mondsee-Irrsee in the Salzkammergut
Tourism Region Mondsee-Irrsee in the Salzkammergut
How can a comprehensive mobility analysis based on mobile network data help resolve usage conflicts in the region and serve as a strong foundation for strategic decision-making? Thomas Ebner, Managing Director of the Mondsee-Irrsee Tourism Region, shares insights into his day-to-day work with Tourism Insights:
A Solid Foundation for Informed Decisions
The Mondsee-Irrsee tourism region in Austria’s picturesque Salzkammergut attracts millions of visitors each year with its breathtaking natural beauty and diverse recreational opportunities. Nestled between the majestic Alps and crystal-clear lakes, the area offers ideal conditions for both relaxation and adventure. Historic landmarks like the Basilica of St. Michael and a vibrant calendar of cultural events reflect a rich heritage and dynamic local culture. A standout attraction is the protected nature reserve surrounding Lake Irrsee, which delights nature enthusiasts with its pristine landscapes and rich biodiversity. Whether hiking, cycling, water sports, or simply unwinding in nature – Mondsee-Irrsee has something for everyone.
The tourism board’s interest in mobile-data-based mobility analysis was driven by a clear need for reliable figures and a sound basis for strategic decisions. Increasing visitor numbers, occasional tension among residents, and growing land-use conflicts amplified the demand for precise data and a better understanding of visitor flows. These analyses help quantify actual visitor numbers, provide objective insights to support decision-making, and improve operational and planning processes across the board.
Tourism Insights has been delivering valuable data-driven insights to the Mondsee-Irrsee Tourism Board for several years, focusing on 16 key tourist hotspots (Points of Interest) in the region. We spoke with Thomas Ebner – who has served as managing director of the region for more than 15 years – about the original objectives and the tangible benefits of Tourism Insights for local tourism development.
Strong Data. Strong Region.
Since 2021, the Mondsee-Irrsee tourism region has relied on our mobility analytics to support its work. The demand for a robust data foundation intensified during the COVID-19 pandemic, when restrictions led to a dramatic increase in visitors seeking nature-based recreation. While the influx boosted the region’s visibility, it also brought major challenges and usage conflicts. The tourism board needed to know how many people – especially day visitors – were actually coming to the area. Local business owners expressed concerns that frequent, short-term visits were deterring residents from town centers, ultimately threatening long-term sales revenue. The analysis aimed to clarify whether these “external visitors” were contributing to this trend and what actions could help rebalance local commerce.
In 2019, a new regional attraction was added: a scenic observation tower offering panoramic views over Lake Mondsee and the surrounding landscape. Authorities wanted to measure visitor numbers and evaluate the tower’s popularity. Another key focus was gaining insights into events where no ticket-based attendance figures existed – particularly important from an operational standpoint, as events with over 2,500 attendees are subject to stricter regulations and planning requirements.
Setting Up the Dashboard
Most Points of Interest (POIs) were defined based on regional usage conflicts. Additional locations were selected based on daily operational challenges and local knowledge. Each POI was also assigned activity categories such as “swimming”, “leisure”, or “town center” to enable more precise tracking and categorization of visitor flows across different offerings.
TVB-Geschäftsführer Thomas Ebner beschreibt die Set-Up-Phase in unserem Gespräch kurz und bündig mit einem Wort als „easy“. Dank eines bereits guten technischen Know-hows und der guten Betreuung war das Set-Up innerhalb eines einstündigen Termins erledigt.
“Knowing how many people are likely to visit the region on a hot summer weekend is extremely valuable to us. It allows us to deploy more staff when needed, for example, to monitor protected natural areas. Historical data from long-term monitoring is essential for that as well.”
For the first time, the large-scale mobility analysis based on mobile network data provides an overall count of annual recreational users in the entire region – 3.5 million. Even Thomas Ebner did not expect such a high number, as he shared in our discussion. Also surprising were the shares of locals, day visitors, and overnight guests. Contrary to assumptions, locals make up a clear majority at 50% when it comes to using natural areas. This also relieves the tourism board in communication regarding proper waste disposal and responsible use of natural spaces.
In addition, cross-referencing the data clarified the origin of the high traffic volumes in the region. Heavy traffic had primarily affected locals and led to occasional dissatisfaction toward visitors. The analysis revealed that the main traffic flow is not only caused by guests, but quite often by locals themselves. This new insight helped to resolve the dispute over responsibility in the region and ease some negative perceptions about high visitor numbers.
Many events can now be organized more effectively thanks to the available analysis.
“This includes various organizational processes,” explains Thomas Ebner. “Knowing roughly how many people will attend allows us to better respond and handle approval processes correctly. As soon as an event is likely to exceed a certain number of visitors, the approval responsibility shifts to a higher administrative level, and additional concepts for public transport, waste management, safety, and environmental protection are required—which we can then prepare in compliance with regulations together with our organizers.”
Reliable figures and years of local experience create deeper insights. The analysis has helped resolve existing questions and conflicts with a solid foundation of evidence and supported the region in making informed decisions. The analysis tool has become an integral part of daily operations. With Tourism Insights, genuine added value has been created for the region and its guests.
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