Tourism Development and Nature Conservation: An Austrian Interplay

The article addresses the complex interplay between tourism development, nature conservation or environmental protection, and Austrian identities. Austria’s natural landscapes have been construed as a national symbol of identity since the time of the Habsburg monarchy, so the protection of these landscapes was considered essential. At the same time, intensive tourism development was pursued, and the tension between nature conservation and tourism became crucial as they appeared as collaborators and opponents. Especially after World War II, during the period of reconstruction and with funds from the European Recovery Program (ERP / Marshall Plan), Austria’s natural landscapes were elevated to the status of a national symbol of a supposedly restored and peaceful world. The highly controversial issue of land use, technical development, and conservation (especially of the Alpine world) has shaped Austria culturally and materially from the beginnings of tourism and continues to do so today. This article examines the issues, highlighting the role of state and private, collective and individual actors, cultural transfers from the USA, public discourses, and changes implemented on the ground. A central source are discourse-shaping elements from popular cultures, such as films and tourism advertising.