Mountain tourism has traditionally had a preponderance of visitors during the winter high season, associated particularly with snow sports and related activities. Over the last few decades, a number of changes and enhancements... [ view full abstract ]
Mountain tourism has traditionally had a preponderance of visitors during the winter high season, associated particularly with snow sports and related activities. Over the last few decades, a number of changes and enhancements to the experiences people may have in mountain destinations has provided for an increased diversity of options. Some mountain destinations have had challenges, however, in reinvigorating their infrastructure and amenity provision to accommodate an increased interest in other seasonal activities, as they have been more oriented toward snow sports experiences. These challenges may relate to: the built infrastructure and entrenched development policies, traditional purchase behaviour patterns of long-term visitors, awareness of destination offerings in non-prime times, imbedded community interests and practices which may hamper change, divergent and changing regional and customer demographics, and regional or local community issues regarding appropriate employment skills and management experience. Garmisch-Partenkirchen, located in Southern Germany, as a case study, encompasses many of the current and future issues facing alpine towns as mountain tourist destinations as they transition from winter to all-season experiences. This paper examines special aspects of the community and its current tourism data, reflecting on the challenges facing the regional area as it shifts from a winter-only to a year-round tourism focus, and the solutions implemented for a long-term, viable future. Garmisch-Partenkirchen as a mountain tourism destination has the characteristics that make it possible for an effective and long-term shift to an all-season destination. Given its (1) size (large, but not over-sized), (2) location (lower Alps region, but because it is in the Zugspitze area, it is positioned to maximize the benefits of both upper and lower elevation areas and it is also closer to Northern European populations), and (3) profile (sport, health, and convention focus is already in place). The biggest challenge is creating a greater shift from the mindset of winter to year-round mountain tourism. Stakeholder management and working effectively with city political, economic, and social leadership as a destination management organization will be critical for creating an enduring future as a leading mountain tourism destination that is able to escape the shortsightedness of status quo decision making.
