Worth a visit? Challenges and opportunities for touristic valorization of an industrial heritage landscape in Austria

Keywords: industrial heritage, industrial idenity, landscape, tourism
Session Type: Virtual Paper Abstract
Day: Monday
Session Start / End Time: 2/28/2022 08:00 AM (Eastern Time (US & Canada)) - 2/28/2022 09:20 AM (Eastern Time (US & Canada))
Room: Virtual 39

Abstract

Industrial regions often evoke associations of smoking chimneys and environmental degradation, contributing to their persistent ‚black‘ image (Jonsen-Verbeke, 1999; Hospers, 2002). Yet, their unique landscapes, formed of material and immaterial elements of industrial production, do constitute a precious cultural heritage, serving as a reference point for local identities. These industrial landscapes also provide for an important tourism potential (Otgaar, 2010).

With the largest operating iron mine in Europe, the „Erzberg“ in Styria, is definitely a touristic USP. Furthermore, the industrial past is not only preserved in rich material legacies, but also in the traditions and customs, with the Erzberg region also boasting an immaterial UNESCO title. However, the overall touristic demand in the region remains low, being mainly composed of day trippers or as a byproduct of outdoor tourism (Harfst et al., 2021).

This observation leads to the question of how to position this „special“ industrial identity in the wider context of cultural heritage tourism. Can industrial landscapes, especially in more peripheral regions, ever emerge from their niche role? What opportunities and future prospects do cultural tourism offers in industrial regions have? To answer these questions, this paper discusses the role of industrial heritage in tourism for the Austrian case, based on an analysis of local policies, stakeholder interviews and a survey within the framework of the European SPOT project (Horizon2020, grant agreement 870644). Results point towards the more promising use of industrial landscapes and its culture for fostering regional identity and development rather than becoming a successful tourism product.