As a tourist from the UK I feel we have a strong attachment to Austria. If your school had a ski trip, chances are it was to Austria. The Sound of Music is embedded deep in the British psyche as much as fish and chips and a cup of tea. We love it.
So, when I was invited to experience ‘Austria: Stories Untold’ I thought I knew what to expect, fresh air that hits you as soon as you arrive, sensational snow tipped mountains presiding over lush green valleys and chocolate box houses.
Turns out, while all these things are true, there’s more to Austria than skiing, yodelling and chocolate.
Walking in Bond’s footsteps
One of the highlights of my visit was taking a gondola up past the treeline, high above the town of Sölden, to the 007 experience. The town was part of the film set for the movie Spectre, and from the gondola ride onwards, you are genuinely walking in the footsteps of 007.
The 007 Elements experience is built into the mountainside behind the iconic Ice Q restaurant, which is instantly recognisable on the icy backdrop. Visitors can enjoy a first-class lunch here while looking out across the mountainside, spotting James Bond vehicles and artifacts that have been carefully placed and preserved to add to the ‘on-set’ ambience.
Step inside the 007 exhibit and there’s the feel of being in a huge concrete bunker plunged deep into the mountainside, which is pretty much what it is! It’s the perfect atmosphere to take a walk through the history of the franchise. Fans will love the replicas and memorabilia, there’s even a scanner to determine your potential as an agent. I was predicted 24 amorous liaisons, 15 bullet wounds and 16 villains terminated! Not too shabby, where do I apply?!
Spa life
In the village of Längenfeld lies another of Austria‘s untold stories, the Aqua Dome Hotel and Therme Spa. Like many Europeans, the Austrians have a keen sauna culture and nestled in the heart of the Tyrol Valley, the stylish Aqua Dome is more of a destination than simply a hotel. With more than 200 rooms and a stunning dining area, the hotel is impressive in itself, but it is also home to 22,000 m² of wellness facilities over four floors.
I can honestly say that I have never visited a spa like it, it’s incredible!
From the moment you flash your wrist tag and enter sauna world you know that you’re in for something special. Visitors are able, in fact visitors are encouraged, to wander the spa in their robes, meaning guests of the hotel can go from door-to-door without needing to dress at all!
The Therme Spa offers an enormous range of treatments, massages and a fabulous program of fitness and wellbeing classes as well as 7 saunas and 12 basins. These include a pool for lane swimming, children’s pool area (with funnel and tube slides) and the most amazing ‘brine basin’. The brine basin is the largest of 3 outdoor circular pools and is heated to around 35 degrees, allowing you to float effortlessly in the warm salt water while the snow falls and the outside temperatures plummet. The ‘moonshine bathing’ sessions in this pool are quite magical with lights bouncing off the water like fireflies.
For my British readers I do have to issue a word of caution – I was a little concerned by a logo that appeared outside certain areas, a little picture of some pants, with a cross through. When I asked the guide about what that meant, she replied ‘oh yes, those areas are textile free, no clothes.’
Naked areas
I looked at the faces of my companions, laid-back Canadians, and Americans, all well-travelled and outdoorsy with absolutely no qualms about doffing off in public. It didn’t even register with them. Gulp.
I had a decision to make. Was it time for me to shake off my British modesty and get naked, or should I stick to the plentiful ‘textile areas’ and keep my cossie on?
Now, what sort of a writer would I be if I missed out on the full authentic experience of being naked with strangers? Yes, I braved it in my birthday suit!
To be honest, after those awkward first few minutes, it became normal. There was a lot of maintaining eye contact, and not looking down, but overall, it was quite exhilarating. Tropical rainfall showers and infusions, a salt room pool and several saunas later, I was as chilled and nonchalant as my travelling companions! Dinner in our robes in the candlelit spa-side restaurant afterwards was pretty special too, kinda decadent. I’m a convert.
Tourism and the environment
The open, friendly greeting that you’re given everywhere means it is no surprise that Austria thrives on tourism. It’s towns and cities reported 111 million inbound overnight stays in 2023.
As well as the many environmental initiatives in place – more than 60% of Austria’s power is hydroelectric for example – there are specific programs to reduce the impact of tourism on the region.
The regionally appointed Destination Management Organisations (DMOs) oversee the balance between tourism and tradition, which means that the country seems to be ahead of the curve when it comes to protecting traditions and culture that have been in place for centuries, while maintaining a warm welcome for visitors.
A fine example of this symbiosis is the ‘Genussplatzlen’ initiative. Mountain huts serving local food in a family run environment. When they say local, they mean local. Most of the produce is from their garden, or the nearest village.
They might extend their range on the odd occasion, to buy in an especially good wine from further down the Tyrol Valley for example, but overall, the motto is ‘whatever is available is enough’! Tired hikers can rest up and relax while enjoying the best home-cooked food and breath-taking views, knowing that they are contributing to the future success of local family-run businesses.
All of these things mean that Austria is a fantastic destination for UK visitors, and next year it should be on everybody’s list as they celebrate 60 years of The Sound of Music!
I hope to see you there!
Article and images by Sally Bendall @girlabouttravel. Plus some images supplied.
Feature image supplied
