The rural region of Nassfeld-Pressegger See, Lesachtal, and Weissensee in southern Austria has been recognised as a best practice by the Sustainable EU Tourism project for successfully linking regional sustainability with community well-being and economic stability.

Faced with challenges such as emigration and poor acceptance of tourism due to a lack of stable jobs, the region redefined its tourism approach by placing local residents and a welcoming culture at its core. Today, tourism accounts for approximately 18% of GDP and 33% of employment, with 2.2 million overnight stays recorded in 2023.

A major milestone was the creation of a joint Destination Management Organisation (DMO) for the three regions in 1998. This structural consolidation enabled a stronger digital presence, more efficient use of budgets, and coordinated destination-wide infrastructure and mobility services. Investments in ecological infrastructure followed, including upgraded sewage systems to protect local lakes, a comprehensive sustainable mobility system (including a new valley railway), and the establishment of nature park buses and train station shuttles.

In parallel, the region became the world’s first Slow Food Travel destination, offering 124 experiences that have since influenced local education and identity.

These efforts led to the region receiving GSTC certification in 2021 (recertified annually), the Austrian Ecolabel, and growing appeal among both visitors and locals. Recent initiatives include sustainable event planning, green energy community development, and an employee benefit card that strengthens the hospitality workforce.

The strategy’s long-term success is evident: 32 businesses have received the Ecolabel and reduced operating costs, local returnees cite environmental quality as their reason for moving back, and up to 62% of summer guests now consider sustainability in their travel decisions.

Nassfeld-Pressegger See, Lesachtal, and Weissensee show how rural destinations can future-proof their tourism model through inclusive governance, long-term investment, and community-first sustainability. 

For more details on the key challenges the destination has faced, and the solutions implemented to address them, please refer to the attached document.

#Destination management #Sustainable tourism #Community-based tourism #Mobility #Community engagement #Adaptation strategies #Tourism development