Barbara Plattner appointed Managing Director of Tirol Werbung

Barbara Plattner has been appointed as the new Managing Director of Tirol Werbung, effective June 2027. The 38-year-old, currently the Managing Director of Innsbruck Tourismus, was selected through a multi-stage process involving approximately 50 applicants.

Plattner succeeds Karin Seiler, who will leave the organization to move into the private sector. Plattner's background includes a Master's in Strategic Management and Tourism from the Management Center Innsbruck, as well as professional experience with Silvrettaseilbahn AG and the Paznaun-Ischgl Tourism Association.

Her mandate will focus on maintaining Tyrol's strong tourism position, which sees approximately 50 million overnight stays and 13 million arrivals annually. Key strategic priorities include the development of year-round tourism, digitalization, and increasing the local population's acceptance of the tourism industry.