Recent weeks have demanded a lot from many people and the effects will remain with us for a long time. The areas most affected in this respect have doubtless also been catering and tourism. Because of this, holiday regions are being monitored very closely, especially now during the summer months.

Several studies have therefore looked at what is important to people when travelling at this time. According to one study by opinion researcher Sophie Karmasin, the shifts in values of the population (in Austria) are very clearly noticeable. Of those asked, over 50 percent rate the subjects of freedom, nature, coexistence and safety more highly now than before the pandemic.

Home, familiarity and tranquillity are also gaining importance, as are a slower pace and sustainability. In a destination analysis survey for the American region, the result appears similar. It is also striking here that the majority of the population (over 60%) is willing to abide by all the COVID measures on holiday, although most are giving preference to domestic holidays. “The new social climate is largely optimistic.

The new situation is being seen as an opportunity to rethink life principles and values. A new way of life is emerging: more considerate, more caring, geared towards nature, home, sustainability and tranquillity. Regained freedom is central to this.

With appropriate protection from infection, coexistence is once again playing a key role,” Karmasin says. For many companies, this shift towards domestic holidays could be an opportunity to win a “new” target audience. Indeed, holiday resorts in particular are set up for foreign visitors, yet the wishes and needs of local guests are generally already familiar anyway and this domestic market has recently been developing strongly this year.

Holidaymakers who otherwise like to travel abroad are now going on a journey of discovery in their own region. “For tourism to restart quickly, as a mainstay of the domestic economy, both creativity and a quick response are needed.

As a tourist destination, Austria is now facing the challenge of adapting to changed leisure habits – and moreover primarily local guests. To make the domestic journey of discovery as attractive as possible, the tourist industry will have to reinvent itself – in both the real and the virtual world,” IAB Austria Vice President and digital expert Cosima Serban is sure.

However, this reinvention and the need to remain dynamic must be pursued not only in Austria – all tourist regions that want to gain the confidence of visitors will have to develop creative ways of thinking. tm