Kitzbühel has held the European Hiking Quality label since 2019 and is thus one of the certified hiking destinations with particularly high quality standards. The European Hiking Quality award is considered the highest recognition in the certification of hiking destinations in Europe and stands for exceptional landscapes, vibrant towns, a well-maintained and clearly signposted trail network, and hosts who passionately showcase their region. It is a promise of quality for inspiration and unforgettable hiking experiences.  

The certification process was implemented for the first time at the regional level by Kitzbühel Tourism in collaboration with the municipality of Kitzbühel and the towns of Reith, Aurach, and Jochberg. The goal was to position the entire destination as a showcase region for European hiking quality and to offer guests a consistent, high-quality hiking experience.

The hiking villages of Aurach and Jochberg have been part of the certified Austrian Hiking Villages network for two years now and are known for their high-quality hiking opportunities in a natural setting. Gentle alpine meadows, vast forests, and the striking Südberge mountains characterise the diverse landscape. A well-developed and signposted trail network, thriving traditions, and dedicated hosts ensure a harmonious and high-quality hiking experience for guests of all ages.

Kitzbühel has once again confirmed its leading position in alpine ski tourism. At the prestigious World Ski Awards 2025, the region was named “Austria’s Best Ski Resort” for the 13th consecutive year. In addition, Kitzbühel ranked among the top 3 best ski resorts worldwide and was honored as “World’s Best Ski Resort 2025 – Top 3.”  

In addition to being named Austria’s best ski resort, Kitzbühel also celebrated further international and national successes. Bergbahn AG Kitzbühel was once again honored as “World’s Best Ski Resort Company.” The 5-star Schlosshotel Kitzbühel received the title “Austria’s Best Ski Hotel,” the Hahnenkamm Lodge was honored as “Austria’s Best Ski Chalet,” and the Rasmushof Hotel Kitzbühel accepted the award for “Austria’s Best Ski Boutique Hotel 2025.” These awards once again underscore Kitzbühel’s high quality and international appeal in the Alpine region.  

The World Ski Awards are the only global initiative that recognizes outstanding achievements in the ski tourism industry. Since their inception in 2013, the best winter sports destinations, companies, and accommodation providers have been honored annually at both the national and international levels. The awards are based on evaluations by an international expert jury comprising representatives from the winter sports industry, tour operators, agencies, and the media, as well as on public votes.

Skiresort.de, the world’s largest review portal for ski resorts, awarded the KitzSki ski resort a total of 19 accolades in 2025, including the coveted title of “5-Star Ski Resort.” KitzSki achieved the top rating of five out of five stars in several categories, including the following areas:

• Size of the ski resort
• Range of slopes, variety of runs
• Lifts & cable cars
• Snow reliability
• Slope grooming
• Orientation (trail map, information boards, signage)
• Cleanliness and hygiene
• Eco-friendly ski operations
• Mountain restaurants, huts, dining  
• Accommodation options right next to the slopes and lifts
• Families and children
• Beginners
• Experts, freeriders
• Snow parks
• Cross-country skiing and trails 

Kitzbühel is not only synonymous with alpine lifestyle and top athletic performance, but also with outstanding cuisine. The quality and diversity of its dining scene are regularly recognized by renowned restaurant guides such as Gault&Millau and the Michelin Guide. Accolades such as culinary hats, Michelin stars, and the Bib Gourmand highlight the high standards of Kitzbühel’s kitchens—ranging from traditional regional fare to modern and international cuisine.  

Several establishments from the Kitzbühel region are featured in Gault&Millau. s’Pfandl in Reith and Seebichl, which stand for authentic cuisine and high quality, have been awarded one toque. Neuwirt, Lois Stern, and ZUMA received two toques, impressing with creative concepts and culinary sophistication.  

The Michelin Guide also recognizes the region’s culinary diversity. The restaurant Les Deux was awarded a Michelin star, making it one of the top culinary destinations on an international level. The Bib Gourmand, which signifies exceptional value for money, went to the restaurant Mocking – das Wirtshaus.  

These accolades make Kitzbühel a premier destination for connoisseurs who appreciate quality, variety, and authentic flavors. 

As part of Kitzbühel’s comprehensive brand relaunch, a detailed brand analysis was conducted to serve as the foundation for the new brand identity. The focus was on clearly positioning the brand, deliberately differentiating it from the competition, and concentrating on the destination’s core strengths and strategic goals.  

The brand equity developed from this forms the foundation for sustainable brand success and was instrumental in shaping the new corporate identity. As one of the most legendary brands in the Alpine region, Kitzbühel has clearly defined its brand values and character and, building on this, formulated a forward-looking vision for the brand’s future development.

  

German Brand Award

One year after the comprehensive brand relaunch, Kitzbühel Tourism was awarded gold at the German Brand Awards in the category “Excellence in Brand Strategy and Creation – Brand Design – Corporate Brand.” Under the submission name “Your time is now,” the destination impressed the high-caliber jury and achieved the highest rating in this category.  

The German Brand Award is one of the most influential marketing awards in the German-speaking world and honors brands that provide direction and sustainability in a dynamic brand landscape. The award recognises Kitzbühel Tourism’s bold, strategically clear brand identity as well as the consistent implementation of a modern, internationally compatible brand identity.

 

German Design Award

As early as February 2025, Kitzbühel Tourismus was honored with the German Design Award. The international premium prize from the German Design Council recognises innovative projects and design achievements that set standards in the national and international design landscape.