STiAS 2026
The WHY behind Sustainability

In a time of multiple challenges, sustainability in tourism is increasingly being discussed as a fundamental framework of orientation. It is less about the Or, but more about the Why and How a sustainable orientation. STiAS 2026 takes up this discussion. Under the title "The WHY behind Sustainability" let us focus on the motivations that shape sustainable developments and can support them in the long term.

We illuminate the "why" behind strategies, decisions, and transformation processes: What beliefs and values motivate you and other actors to think long-term and take responsibility? How does attitude become effective action? And how can ecological, economic, and social objectives be linked in a way that they reinforce each other? How can year-round tourism contribute more to resilient value creation and make a holistic contribution? What structural prerequisites are needed to stabilize season-independent offers – both ecologically and socially?

You can expect well-founded impulses, different perspectives, and open discussions that link strategic direction with concrete implementation questions – with a focus on long-term resilience, regional and seasonal balance, and future sustainability.

Tag 1 – International Perspectives

On the first day, we create a common framework for STiAS 2026. At the center are questions about meaning, strategic "why," and impact: How can visions be translated into concrete decisions and understandable impact? What role do narratives play as navigational tools—and where do they simplify complex realities? Futures Thinking also introduces a reflective perspective to test assumptions and expand strategic imagination.

In the evening, the Upper Austria Tourism invites you to the Upper Austria Evening. The format proved successful in Bregenz in 2025 – therefore, we continue the evening as a fixed component of STiAS under the banner of the host state.

Tag 2 – Deepening & Co-Creation

The second day is designed as a working space. In two consecutive workshop rounds, you will work in different constellations on central issues of sustainable tourism development.

In doing so, we address Upper Austria-specific contexts as well as strategic communication questions, value orientation, and scientifically and data-based perspectives – including contributions from Austrian (technical) universities and external experts.

Through the structure with two sessions, you can switch perspectives, delve deeper into topics, and bring different approaches into dialogue with each other. The goal is to provide you with concrete ideas and impulses for your own practice.

Location: Tabakfabrik Linz

With the Tabakfabrik Linz, we have chosen a location that embodies transformation itself: from a historic industrial building to a hub of innovation and creativity. Linz positions itself as a city between technology, culture, and the Danube—a fitting setting for a summit that aims not only to discuss but also to actively shape sustainability in tourism.

We are happy if you enrich STiAS 2026 again with your perspective.