TIROL’S SUSTAINABLE TRANSFORMATION
Kongres Magazine talked to Veronika Schumann, head of Convention Bureau Tirol about Tirol’s approach to sustainable transformation and decarbonising the industry, how Tirol is tackling climate change and why they deem it imperative to continue preserving pristine nature.
Q1: What would be your answer to someone claiming that the environmental changes we are witnessing are not a consequence of human actions?
The greatest threat to our planet is the belief that someone else will save it. I would probably reply to the question with a question and ask why such people usually believe in science and make use of its advances and achievements in their daily life, yet they do not believe in science in regard to global warming.
Q2: What does the slogan “think global, act local” mean to you?
For me, this slogan means there is no action that won’t influence somebody else – negatively, but also positively. We are all part of an interconnected, global system. Once we understand that and the complexity and diversity as something beautiful, we will consider our actions more carefully. The more we lead by example with small initiatives, the bigger the world will change and improve in general.
Q3: What do you see as the greatest environmental issue in your country and city?
The GDS Benchmarking 2021 has clearly shown that Tirol performs strongly in the environmental dimension, primarily due to its location amid nature. Tirol leads the ranking on the number one place. Considering Tirol is a transit valley, the challenges lie, above all, in preserving and improving our air quality and unspoiled natural places. That can most likely be achieved by a stronger focus on alternative mobility solutions.
Q4: Do you notice any differences regarding the sensibility of today’s generation and their approach towards a green action compared to pre-millennial generations?
Generally, the awareness is higher with younger generations. My point of view is that this is mainly the case because of the constant confrontation with climate change on all media channels. The main difference for me is that the image of being environmentally conscious has improved. Back in the days, it was not really “cool” to wear Birkenstocks and second-hand clothes. Today, doing so is somewhat hip. Actually, you are uncool if you are not doing something to go green.
Q5: How environmentally aware is your organisation? Can you elaborate by giving an example?
Environmental awareness was always there within our organisation, given it is, in a way, embedded in our DNA as we are surrounded by such beautiful nature in Tirol. Nevertheless, it had never been an integral part of a business strategy. That has changed drastically in the last couple of years. Also, the Convention Bureau Tirol decided to make their efforts towards a sustainable destination more measurable and comprehensible. That is why we took part in the GDS Benchmarking Process in 2021. We are proud that we landed in 6th place right away. At the same time, we realised that this was just a milestone. In an extensive action plan, we have committed ourselves to 46 specific projects that will help us to fulfil the goals of our sustainability strategy “ReGenerationNOW”.
Q6: What we can measure, we can improve. Do you measure the carbon footprint of your events, and do you have a system of following environmental criteria in place?
The vast majority of our events are realized as certified green events. For that purpose, the Convention Bureau Tirol has been a licensee of the Austrian Eco-label since September 2021. One of our projects for 2022 is to improve our measurement system and be more transparent about it.
“It all starts with small things – such as paperless invitation management or the purposeful use of giveaways, avoiding plastic and using the local offerings and possibilities.”
Q7: What do you prioritise when it comes to achieving a carbon-neutral meeting industry?
We are always putting a strong focus on travel and trying to incentivize green or public transportation. But also in terms of catering, we are forcing food that can be sourced locally to decrease the delivery routes. When it comes to hybrid events, we work together with local tech providers.
Q8: Measures for going green predominantly come from superiors. What can employees do to contribute to organising green events and making a greener industry themselves?
It all starts with small things – such as paperless invitation management or the purposeful use of giveaways, avoiding plastic and using the local offerings and possibilities. Furthermore, one can make use of local networks and organisations that help make their event greener, such as the Convention Burau Tirol or the Impact Hub Tirol, etc.
Q9: The transport of attendees’ accounts for more than 70 per cent of carbon footprint. How do you tackle this in your organisation?
Usually, we incentivise opting for public transportation by giving out discounts or organising special prizes for those who use the train or e-mobility. That is one of the trickiest but also the most rewarding fields of improvement.
Q10: In your opinion, when can an event be labelled as green or carbon-neutral? What advice would you give to those that would like to start changing the meetings industry into a sustainable one?
Firstly, numerous initiatives and organisations help with planning your event to become carbon-neutral – such as the Austrian Eco-Label, for example. We also consult our clients for a green realisation of their events. There is lots of support out there – even free of charge. The truth is you just must get started, and then it will get easier from event to event.
Q11: Can you give a good practice case from your company or your region?
One of the most outstanding examples is probably our sustainable hybrid event “Tirol Connect”. It was executed as a “green event” – checked and certified by the Austrian Eco Label. The content predominantly focused on health and sustainability. The biggest learning was realising that organising the event sustainably did not really increase any costs but did improve the quality of the event. The attendees were more energetic, inspired and happy than on regular hybrid events like these. Convince yourself and watch the video below: Hybrid-Veranstaltung Tirol Connect.
