Salewa x Alpinmesse: “Free Your Journey” Campaign
The past days were all about meaningful discussions and sustainability as I joined the “Free Your Journey” campaign by Salewa in collaboration with @innsbrucktourism and @alpinmesse. I was honored to participate as a campaign protagonist and ambassador, contributing insights during the roundtable titled:
“Wintersport im Wandel – zwischen Freiheit und Verantwortung oder ist es fürs Klima schon zu spät?”
The roundtable featured powerful voices, including the CEOs of Salewa and Protect Our Winters (POW) and heads of marketing. Together, we explored the balance between freedom in winter sports and the pressing responsibility we all share to address climate change.
My Key Contributions:
- Sustainable Travel to Ski Resorts: The arrival to ski areas holds the largest carbon footprint. Innsbruck offers a prime example of how public transport can make skiing more sustainable, with its extensive bus and train network connecting to nearby resorts.
- Second Life for Ski Gear: I shared my approach of giving ski clothing a second life, passing it on to those who will cherish it anew. Sharing the stories behind my gear not only reduces waste but also inspires others to think sustainably.
- Positive Action, Realistic Goals: Sustainability isn’t about perfection—it’s about authentic contributions. Small, meaningful actions, like repairing gear or opting for multi-use clothing, make a difference. I emphasized the importance of staying positive, adapting to change, and valuing the present.
Broader Insights Discussed:
- Climate Impact Awareness: The outdoor and tourism industries must rethink their roles in biodiversity and climate impact. We need deeper awareness of how our actions shape the environment, a focus emphasized through @alpinesicherheit and @apineforum.
- Mobility & Tourism: A shift towards greener travel, such as pairing public transport with ski touring, is essential for sustainable tourism regions like Innsbruck.
- Clothing & Gear: Encouraging repairable, multi-use, and second-hand outdoor clothing to reduce the environmental impact of gear production.
- Communication & Creativity: Brands and journalists need fresh, authentic storytelling around sustainability to resonate with audiences.
- The Future of Tourism: The best jacket and the best tourism experiences may be the ones that don’t happen, reflecting a minimalist and mindful approach to consumption.
Takeaways from Salewa’s Sustainability Report:
- Achieving carbon neutrality is a challenging yet vital journey, one that requires collective effort from businesses and individuals alike.
- Sustainability should be integral to company strategies, with transparency through sustainability reports acting as a guiding compass.
A Message of Hope:
Change is inevitable, but how we adapt defines us. By embracing sustainability, we can ensure that snow keeps falling and skiing remains a joyful activity for generations to come. Let’s commit to easy yet meaningful actions that collectively create a significant impact.
“We aren’t perfect, but we can make progress—together.” – Nina Gigele
Pictures: Mr Offenblende
