The Kaunertal: Best Tourism Village
by UNWTO
The nature park and glacier region was awarded with the title of „Best Tourism Village by UNWTO“
As the first Austrian tourist destination ever, the Kaunertal received this UNWTO seal of quality. With this, the Tyrolean Kaunertal is one of 44 model regions worldwide.
The award was presented at the United Nations World Tourism Organisation General Assembly in Madrid on 2 December by Secretary-General Zurab Pololikashvili.
For the “Best Tourism Villages by UNWTO” award of 2021, more than 170 regions from 75 countries participated - most of them from the US and Europe. In early December, the Kaunertal’s application could wow the jury at the UNWTO General Assembly and is the only Austrian entry in the winning ranks. Michaela Gasser-Mark, Managing Director of the Kaunertal experience region, travelled to Madrid to accept the prestigious award alongside Austrian Ambassador Christian Ebner.
The honour is part of a pilot initiative by the UN World Tourism Organization (UNWTO), which in 2021 recognised 44 carefully selected rural tourism destinations for their outstanding commitment to sustainability with the 'Best Tourism Villages by UNWTO' seal - and the Kaunertal is proudly one of these showcase regions.
Destinations with fewer than 15,000 inhabitants were evaluated by an expert jury across the following criteria:
- Cultural and natural resources
- Economic, social, and environmental sustainability
- Tourism potential/development and regional value chains
- Governance
- Infrastructure and accessibility
- Health and safety
Our increased focus on sustainability in recent years - particularly through our work as a KLAR region (Climate Change Adaptation Region) and most recently through the CLAR (Clean Alpine Region) funding project, in which we have addressed all areas of sustainability (ecological, economic, and socio-cultural) - has now been validated. Not least, the successfully launched ZUKUNFT.LEBENSRAUM strategy process helped the Kaunertal make a strong impression on the jury.
The Kaunertal stands for future-oriented tourism: the nature park, founded by the local population, was expanded to include a large protected area in 2021. At the same time, the glacier ski area at the head of the valley offers a promising future for winter tourism. Year-round tourism with corresponding permanent employment and a very high quality of life safeguard the livelihoods of the local population.
Topics that were particularly highlighted in the application:
- Kaunergrat Nature Park Nature Reserve
- High quality of life for the local population
- Tourism positioning of the valley with glacier ski area and gentle tourism offerings
- Digitalisation
- Climate change adaptation (KLAR, CLAR, exhibition 'Klima.Gletscher.Kaunertal')
- Archive of contemporary witnesses
- Star hiking / Skyscape
- Accessibility and mountain freedom
Winter in the ‘Best Tourism Village’ Kaunertal
The Kaunertal's vision of future-oriented tourism extends well into winter. The focus is firmly on the 'winter experience'. Thanks to the altitude and the glacier ski area, snow is reliably guaranteed and a truly authentic winter can be enjoyed right down in the valley. For guests, the adventure begins the moment they step outside their door.
Cross-country ski trails, winter hiking paths and toboggan runs are just a short walk away from almost anywhere in the valley. The village lift serves as a natural gathering point for families and locals. The infrastructure is compact yet far-reaching, leaving plenty of room for personal adventures. Fendels offers much the same.
For skiers, freeriders, ski tourers, and snowpark fans, the glacier is the undisputed highlight. Compact yet refined, the glacier ski area has a charm all of its own - and the glacier road unlocks a vast expanse of pristine, unspoilt nature beyond. Thanks to the ski bus, a completely car-free winter holiday is entirely possible .
The Austrian Federal President also congratulates the Kaunertal on this award
"I extend my warmest congratulations to the Kaunertal and all of its residents on this international recognition. In times of climate crisis, the shift towards sustainable tourism is the only right and promising path forward," said Federal President Alexander Van der Bellen, who grew up in the Kaunertal and remains deeply connected to the valley to this day.
Kaunertal Tourism Management (until 2022) — Mag. (FH) Michaela Gasser-Mark
„The conscious positioning as a sustainable region - one that has long focused on climate change and possible adaptation strategies - has been at the heart of our tourism approach in the Kaunertal for many years. All the more wonderful to now hold this recognition in our hands! I would like to thank everyone who has been part of this journey," said Michaela Gasser-Mark, Managing Director of the Tourism Association.
Mayor of the municipality of Kaunertal – Josef Raich
“I would like to take this opportunity to thank the Tourism Association in particular for taking the initiative and organising this process. It is the right step in the right direction, and only by working together can we set the course for the future of our valley. Our local environment is the foundation, and tourism can only function sustainably within a healthy symbiosis,” said Josef Raich, Mayor of the municipality of Kaunertal.
Kaunertal goes New York!
The Kaunertal is on the right path — with its unique interplay between agriculture, tourism, and community, combined with climate change adaptation, sustainability, and gentle tourism. This is precisely what the 'World's Best Tourism Village' award recognises.
And there is an additional honour to celebrate: from among the 44 winners worldwide, the Kaunertal was chosen to speak at the United Nations General Assembly in New York, presenting itself and the award to the world stage. Chosen for its exemplary balance of nature, tourism, and community, as well as its commitment to accessibility, the UN also expressed a wish for a female community representative to address the assembly. That privilege was given to Sarah Raich, Deputy Mayor of the municipality of Kaunertal. Here you can see more:
