Ulf Sonntag - NIT | STiAS 2026

Introduction

Ulf Sonntag is the Managing Director of NIT, Institute for Tourism and Spa Research in Northern Europe. In Austria, he is known to some as the face of the German Travel Analysis and the potential studies of Austria Tourism. In addition to his passion for market research and understanding how vacationers think, his heart beats just as strongly for sustainable tourism. In many often international projects, he tries to support destinations and businesses on the path to a 'better' and more sustainable tourism. In his view, regenerative tourism contains many good approaches but also some weaknesses.

This co-creation session invites us to rethink tourism offers: What mindsets and principles are needed for offers not only to meet demand but also to strengthen places and create added value for all involved? Andreas Koch and Ulf Sonntag explore this question from different perspectives and open up a space for exchange and critical reflection.

At the center is the active participation of the participants. The session combines short reflection phases with the contribution of experiences from different organizations and joint engagement with current challenges in tourism.

Practical examples show how new approaches can be concretely implemented. The goal of the session is to provide guidance and set impulses so that ideas emerge that can be practically tested in one's own context.