Salzburgerland tourism

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AustriaAustria SalzburgerLand Tourismus GmbH (
regional tourism organization) - SLTG -p1
State level country
legal form GmbH
Supervisory body (s) Office of the Salzburg state government
Consist 01/01/1987
Headquarters Hallwang , Wiener Bundesstrasse 23
Coordinates 47 ° 50 '0.4 "  N , 13 ° 5' 11.1"  E Coordinates: 47 ° 50 '0.4 "  N , 13 ° 5' 11.1"  E
executive Director Leo Bauernberger
Website www.salzburgerland.com

The Salzburger Land Tourismus GmbH (SLTG) is a tourism marketing organization in the Austrian province of Salzburg . Its headquarters are in Hallwang near Salzburg . The organization was created in the course of a comprehensive reorganization of the Salzburg tourism in 1985/86. The main tasks of the company include the promotion of the holiday destination Salzburg and the further development of tourist offers.

history

Basis of the establishment: The Tourism Act from 1985

Until the mid-1980s, tourism matters were part of a department of the Salzburg state government. In the Salzburg municipalities there were also voluntary tourist associations and regional regional associations. In this structure, the local grassroots organizations lacked the financial means to advertise in the growing tourist market. In 1984, the responsible Provincial Councilor Arno Gasteiger was therefore commissioned to reform the Salzburg tourism organization. However, advances in this direction had already been made in previous years.

The draft law provided for the establishment of local tourism associations, to which all entrepreneurs in a municipality should belong as members. You should pay compulsory contributions that were graded according to sales and economic importance of tourism for the respective industry. At the state level, the marketing organization should be transferred to a company under commercial law, in which the tourism associations should be involved as shareholders.

In order to overcome the resistance to the compulsory contributions in the municipalities, the draft law provided for voting among the companies concerned. After the law passed in autumn 1985, the Salzburg municipalities voted on the establishment of tourism associations. The proposal was accepted in 106 of a total of 119 municipalities and tourism associations were subsequently founded. For the time being, no tourism association has been established in the remaining municipalities or in the state capital Salzburg.

The foundation of the SalzburgerLand Tourismus GmbH

After the establishment of the tourist associations in the towns, the SalzburgerLand Tourismus Gesellschaft (SLTG) was founded on November 14, 1986 in the ballroom of the Salzburg Chamber of Commerce. The state of Salzburg undertook to make the marketing budget of the previous state traffic office available to the newly founded company. Operations began on January 1, 1987. The travel agent Martin Uitz was appointed as the first managing director of SLTG, and the long-standing employee of the regional traffic office, Peter Weixelbaumer, as deputy managing director and authorized signatory.

organization

The SLTG was the first regional tourism organization in Austria to be converted into a company under commercial law. The partners of this company under commercial law are the tourism associations of the state of Salzburg with 51 percent shares. The State of Salzburg holds further shares with 40 percent and 3 percent each by the Chamber of Commerce, the Chamber of Agriculture and the Chamber of Labor. Leo Bauernberger has been the managing director of SLTG since 2002. According to the management report, the company reported total sales of € 16.466 million in the 2015 financial year. In the same period, the company received € 8.969 million in subsidies.

Holdings

SalzburgerLand Tourismus GmbH is involved in the organizations listed below:

executive Director

  • Martin Uitz (1986-2001)
  • Leo Bauernberger (since 2002)

Strategic Marketing

In the strategic plan for tourism of the state of Salzburg, strategic fields of action for tourism development at state level were and are defined. These include fields of action that require a targeted and bundled strategic approach in product development and marketing in selected markets. Here, the regional tourism organization is required to provide the strategic basis and the management for the nationwide coordination of the market presence along the defined strategic guidelines on the basis of a marketing concept based on this.

The SalzburgerLand brand

As early as the early 1970s, the decision was made to no longer name the state in the German-speaking market area "Salzburg", but rather "SalzburgerLand". In this way, the aim was to use the level of awareness of the name and at the same time communicate content such as “mountains”, “lakes” and “winter sports”. In the 1980s and 1990s, the state of Salzburg advertised with the slogan "A little paradise", which goes back to a quote from the writer Carl Zuckmayer . From 2006 to 2015 the slogan was “Salzburg - Feel the Inspiration”. In 2016 a new word-image brand was presented. This was designed by the Salzburg artist Johann Weyringer .

Awards

State Prize Austria

In April 2019, the SLTG won the Austrian state award for digitization in the field of artificial intelligence for the development of a tourist knowledge graph.

In June 2019 the SLTG received the Austrian State Marketing Prize for the project “200 Years of Silent Night! Holy Night!".

German Brand Award

The SLTG won the German Brand Award in the Brand Strategy & Communication category in June 2019 for strategic influencer marketing .

Web links

Individual evidence

  1. ↑ More money for tourism advertising worked, ORF Online, accessed on March 4, 2017
  2. ↑ SalzburgerLand Tourismus GmbH annual report, page 4f, 25 years of Salzburger Land Tourismus GmbH, accessed on March 4, 2017
  3. ↑ Festschrift: 25 JAHRE SalzburgerLand Tourismus GmbH & Salzburger Tourismusgesetz, page 3, accessed on March 4, 2017
  4. ↑ Festschrift: 25 JAHRE SalzburgerLand Tourismus GmbH & Salzburger Tourismusgesetz, page 3, accessed on March 4, 2017
  5. ^ Company website of SalzburgerLand Tourismus GmbH, accessed on March 11, 2019
  6. ↑ Annual report of the SLTG 2015, accessed on March 4, 2017 ( Memento of the original from March 6, 2017 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / brochures.austria.info
  7. ↑ Annual Report of the SLTG 2017, page 27, accessed on 11 March 2019
  8. ↑ Tourism Strategy Plan, Land Salzburg, page 4f, accessed on March 6, 2017
  9. ↑ Festschrift: 25 JAHRE SalzburgerLand Tourismus GmbH & Salzburger Tourismusgesetz, page 2, accessed on March 4, 2017
  10. ↑ New Salzburg logo presented, ORF-Online from May 16, 2006, accessed on March 4, 2017
  11. ^ The SalzburgerLand brand, SLTG company portal, accessed on January 7, 2019
  12. ↑ SalzburgerLand presents new word and image brand and new design, tourism press from January 13, 2016, accessed on March 9, 2017
  13. ↑ SLTG wins State Prize for Digitization , accessed on July 9, 2019.
  14. ↑ Prize winners State Prize for Digitization 2019 , accessed on July 9, 2019.
  15. ↑ Digital State Awards for two Salzburg companies , accessed on July 9, 2019.
  16. ↑ SalzburgerLand Tourismus wins the State Prize for Digitization , accessed on July 9, 2019.
  17. ^ National Marketing Award for "Silent Night" anniversary , accessed on July 9, 2019.
  18. ↑ These are the winners of the National Marketing Award 2019 , accessed on July 9, 2019.
  19. ↑ We Won a German Brand Award , accessed on July 9, 2019.