Museum-like art treasures, the world's largest monastery library and the breathtaking landscape of the national park. More and more people are spending a short holiday in Admont and the Gesäuse to enjoy the perfect combination of culture and nature.
From Bettina Gruber
"We can look forward to a massive increase in holiday guests," emphasises Mario Brandmüller, Economic Director of the Abbey Museum and the Marketing and Tourism departments. In the past summer season, the Gesäuse Adventure Region was even able to record an increase of around 9 per cent and thus the best increase in guests in Styria. Brandmüller sees the reason for this in the "harmonious overall package of culture and nature, which is only offered in this form here in Admont and in the Gesäuse", as he says. The Abbey Museum launched a new marketing strategy back in 2017, which increased the number of visitors by a full 58 per cent in the first four years. Further growth was achieved with the creation of a dedicated Gothic section and a relaunch of the entire museum in 2024. Result: "In the anniversary year, we expect around 66,000 visitors to have visited the Abbey Museum," says Brandmüller. Particularly pleasing: "Not only the number, but above all the length of stay of our guests has skyrocketed. Many now combine a visit to the museum with a short holiday in the Gesäuse lasting an average of three days," says the Abbey Museum's economic director. A positive development that also benefits regional businesses.
Around 30 kg of fish from the region, around 10 crates of Gesäuseperle lemonade and 120 litres of apple juice from Veitlbauer every week: Ulrich Matlschweiger has been the tenant of the Stiftskeller since last year and attaches great importance to "buying locally", as he says. This also applies to meat. The restaurateur needs around 700 kilograms of meat per month to spoil the guests of the Abbey Museum with culinary delights. This also comes from the Admont region. However, regional products are not only sold in the abbey cellar, but also in the museum shop: Sausage products from the Pfeiler butchery in Kirchenlandl, sweets from the Stockhammer confectionery in Admont, spirits from the Koidl distillery in Trieben, juices from Veitlbauer in St. Gallen and coffee from the roasting plant in Admont. After all, "we have set ourselves the goal of living regionality and thus strengthening local partners," says Brandmüller, emphasising the philosophy of the Benedictine monastery.
Growing tourism therefore has a positive impact on the local economy and therefore also on life in the region, says Brandmüller: "New jobs are created, emigration decreases and the leisure infrastructure can be expanded. All of this leads to a better quality of life for the people who live in the greater Admont area." In order to provide new impetus, the region's promotion is now focussing more on the Benelux countries and Eastern Europe, says Brandmüller. The first successes can already be seen: "We are addressing a new audience that is very interested in culture. Our programme is particularly popular in Poland. A full twenty per cent of all foreign guests who visit the Stiftsmuseum and thus the region come from this country," emphasises the marketing manager.
In addition to Admont and other national park communities, those towns that joined the Gesäuse Tourism Association as a result of the merger were also able to increase the number of overnight stays. Some of these were even able to achieve "disproportionately high results", as Brandmüller emphasises, which once again shows "how important it is that not everyone cooks their own soup. Because one thing is clear: the region can only be successful in the long term if we join forces and present ourselves together as a large holiday region that could hardly be more diverse and varied."
