Mountain village of animals

Topic area
Basic services, Leader, municipalities

Disaggregation level

Project region

Local Action Group (LAG)
LAG Lebens.Wert.Pongau

LE– Programming Period
LE 07–13

Project period

Project initiator
Tourismusverband Mühlbach/Hkg. / Tourism association Mühlbach/Hkg.

LE 07-13 information

Themenbereich (Untergliederung): Leader (Tourismus)
LAG (lokale Aktionsgruppe): Lebens.Wert.Pongau
Maßnahme: M413 - M322

Short description

Mühlbach am Hochkönig will become the adventure village “Mountain village of animals“. Even today there are numerous offers in the village focussing on animals (petting zoo, horse-riding, marmot path, ant path, marmot enclosure, horse-riding, etc.) – these offers shall be bundled within the framework of the project, further developed and actively offered. With the “Mountain village of animals” Mühlbach will stand out against tourist locations and become an “animal adventure village”.

Point of departure

Mühlbach am Hochkönig has been growing in its structure, a mountain village with many farms, agricultural enterprises, many small and a few big accommodation providers. It lives its traditions and its values.
In summer the touristic focus has been for many years on hiking and/or on families with children. Both topics can be covered very well in the meantime. BUT: Mühlbach is not the only village with these “plugs“, without further specialisation a unique offer which makes Mühlbach stand out from other villages is lacking. (= USP: Unique selling position) Mühlbach has, due to the many animals on the farm, agricultural holdings and in the wild a naturally existing “animal offer”. Animals appeal to guests of all classes and all age groups, no matter, whether children, parents or grandparents. They arouse emotions & feelings, (almost everybody likes animals. For the local people the animals are part of their lives and a matter of course > because we are used to them and don’t know anything else – for guests, however, cows on the pasture rabbits in the stable and pigs on the farm are something EXTRAORDINARY! This existing offer will be bundled, further developed and actively offered. With the “Mountain village of animals“ Mühlbach provides really a unique leisure-time offer, which will distinguish Mühlbach from other villages. Mühlbach will become an animal adventure village > the mountain village of animals.

Targets and target groups

Mühlbach am Hochköng provides with the “mountain village of animals“ an attractive and emotional offer, which appeals first and foremost to the target group family. The goal of the project is to bundle the offer, to market it and to further develop it into an adventure village. Due to the uniqueness and emotionality Mühlbach gets more attractive for families, which further boosts tourism. The “Mountain village of animals” is being further developed, its name is consolidated and transported additionally and thus Mühlbach will gain in popularity and attract additional guests (in particular families and children).

Project implementation and measures

Petting zoos, adventure farms, integration in the children‘ programme, milking of cows, way of the healthy snack, fishing, looking after alpacas) integration in the hiking programme (Open stable day, demonstration of shoeing of horses, etc.) horse-coach rides, cross-country coach rides, marmot enclosures, petting alpacas, animal adventure paths, animal photography, guided tours, etc.