Over the past days, I had the honor of participating in the “Free Your Journey” campaign by Salewa, in partnership with Innsbruck Tourism and Alpinmesse—a space dedicated to meaningful dialogue, sustainability, and shaping the future of mountain sports.
As a campaign ambassador and roundtable contributor, I shared my voice during the thought-provoking panel:
“Wintersport im Wandel – zwischen Freiheit und Verantwortung oder ist es fürs Klima schon zu spät?”
Together with the CEOs of Salewa and Protect Our Winters (POW), alongside leading marketing minds, we explored a vital theme: how can we balance the freedom we seek in the mountains with the responsibility we carry for our planet?
The journey to the mountain often leaves the biggest environmental trace. I highlighted Innsbruck’s model of integrated public transport—a best practice for ski resorts aiming to reduce emissions while increasing accessibility.
Ski clothing holds stories. I believe in passing gear forward—to people who will wear it with the same passion. It’s a mindset shift: from consumption to circularity, from waste to legacy.
Progress starts with intention. Repair your jacket, choose multi-use pieces, support ethical brands. Sustainability isn’t a checklist—it’s a mindset grounded in everyday decisions.
1. Rethinking Mobility in Alpine Regions
Green tourism starts with how we move. Encouraging ski touring and public transport combos can reshape access and reduce impact.
2. Outdoor Gear with Purpose
Multi-functional, durable, and repairable gear should become the new norm. Support for second-hand markets is growing—and necessary.
3. Authentic Sustainability Communication
We need new narratives. Brands must communicate with creativity, not clichés, and stay close to the communities they serve.
4. Mindful Tourism
Sometimes, the best journey is the one we don’t take. Minimalism and presence—being selective, not excessive—are key pillars of future travel.
• Carbon neutrality is not a trend—it’s a shared mission.
• Transparent sustainability reporting builds trust and progress.
• Business models must evolve around values, not just volume.
Snow belongs to all of us—and so does the responsibility to protect it. The mountain doesn’t need perfection from us, but it does ask for presence, intention, and progress.
Let’s continue making conscious choices—small, soulful steps that add up to something bigger. For the love of winter, and the generations that follow.
“We aren’t perfect, but we can make progress—together.”
– Nina Gigele
Photo: Mr. Offenblende
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