The final press conference of the European Capital of Culture Bad Ischl Salzkammergut 2024 on Thursday 27 March was all about the Salzkammergut as a region of the future – a role model region for Europe.

The two managing directors Elisabeth Schweeger and Manuela Reichert took stock and gave an outlook. Elisabeth Schweeger presented the publication Anstöße / Impulses Kulturhauptstadt Europas Bad Ischl Salzkammergut 2024: Der ländliche Raum als Labor der Zukunft / European Capital of Culture Bad Ischl Salzkammergut 2024: The Rural Area as Laboratory of the Future (published by Julia Kospach, Elisabeth Schweeger at Mandelbaum Verlag, Vienna). Manuela Reichert provided information on the budget, tourism and employment figures.
Following the evaluation interim report of the European Capital of Culture Bad Ischl Salzkammergut 2024 (the final report will be available at the beginning of 2026) was presented by Christian Grünhaus, Head and Senior Reseacher of the Competence Centre for Nonprofit Organisations at WU Vienna.
Finally the successor organisations Aufbruch, Salzkammergut! in Upper Austria and the Kulturbüro Ausseerland Salzkammergut in Styria were introduced. 
 
Initiated spaces of opportunity
On initiative of the European Capital of Culture, spaces of opportunity were opened up such as the Sudhaus, which will be revitalised as a cultural centre in the future, the Lehár Theatre with its general renovation from 2025 and reopening in 2027 was put on track, the Museum of the City of Bad Ischl was redesigned, the Bartlhaus Writing Museum, the Altaussee Literature Museum, vacant spaces were filled with art in railway stations of the Austrian Federal Railways (ÖBB) and the KunstQuartier Gmunden was launched as a new meeting place for contemporary art. Many projects in the fields of building culture and crafts such as interventa Hallstatt, Zimmer mit Aussicht or SCALA Salzkammergut Craft Art Lab will continue to revitalise the Salzkammergut region with new visions and help to position it even more strongly on international level. The European Capital of Culture 2024 team actively advised and supported the project organisers and thus also led the projects to success. They contributed to the professionalisation of cultural work in the region – the knowledge gained will remain with the region and the cultural scene.

Successor organisations Aufbruch, Salzkammergut! in Upper Austria and Kulturbüro Ausseerland Salzkammergut in Styria as contact points and hubs
‘With the founding of the two successor organisations Aufbruch, Salzkammergut! in Upper Austria and the Kulturbüro Ausseerland Salzkammergut in Styria, which will act as contact points and hubs in the future, the long-term cultural development of the Salzkammergut will be further secured. The main aim is to effectively pass on the wealth of experience of those involved in the Capital of Culture – from artists and project organisers to visitors. The collected impressions form the basis for the determination of location for regional culture. The aim is to position the Salzkammergut permanently as an open, creative future space in which people can test innovative forms of contemporary rural life. An area of the future – a role model for Europe!’ Elisabeth Schweeger, Artistic Director of the European Capital of Culture Bad Ischl Salzkammergut 2024

‘I am delighted that the European Capital of Culture Bad Ischl Salzkammergut 2024 was able to make good use of the 31 million euros available for 314 projects. All municipalities amortised the amount they paid into the European Capital of Culture 2024 many times over through cultural projects. The European Capital of Culture Bad Ischl Salzkammergut 2024 has allocated a budget for the two successor organisations in Upper Austria and Styria, ensuring that the developments and projects initiated with the European Capital of Culture Bad Ischl Salzkammergut 2024 can be continued. This is a requirement of the EU Commission in the course of the Capital of Culture process. The Federal Ministry of Arts, Culture, Civil Service and Sport (BMKOES) has already pledged additional initial funding.'  Manuela Reichert, Managing Director of the European Capital of Culture Bad Ischl Salzkammergut 2024

Tourism and employment in the Salzkammergut Capital of Culture region
5,563,837 overnight stays in 2024 will result in an increase of 3.7 % compared to 2023. Arrivals in 2024 increased by 4.1 % compared to 2023. Bad Ischl recorded the largest increase with a 17.5 % rise in arrivals and a plus of 16.3 % in overnight stays. The number of city tours in Bad Ischl rose by 112.5 % compared to 2023, while the number of day visitors to the banner city increased by 12.17 %. According to employment statistics from the Austrian Health Insurance Fund, the tourism industry recorded an increase in employment in 2024 compared to the previous year: 4,297 employees in July 2023, compared to 4,589 employees in July 2024 (an increase of 192) and 3,474 employees in November 2023, compared to 3,702 employees in November 2024 (an increase of 233).
 
Value
In the period from 1 January 2022 to 31 January 2024, print, online, radio and television advertising generated an advertising value of 121 million euros. 

Interim report of the evaluation of the European Capital of Culture Bad Ischl Salzkammergut 2024
The aim is to analyse the overall social benefit of the European Capital of Culture. A partial social return on investment (SROI) analysis is used, which identifies, quantifies and monetises both economic and social impacts before comparing them with the investments made. Existing secondary sources such as statistics as well as qualitative and quantitative survey methods are used to collect data. The final report will be published by WU in early 2026, but initial interim results are already available. ‘The European Capital of Culture Bad Ischl Salzkammer 2024 had a considerable influence on the project organisers. Many would not have been able to realise their project without the support of the European Capital of Culture Bad Ischl Salzkammer 2024 (45 %) or not to the same extent (51 %). They benefited in particular from regional networking (85 % of projects) and further development in art and cultural work (78 % of projects). In addition, their visibility increased, especially regionally (94 % of projects). Another positive effect was the opportunity to remunerate employees according to the ‘fair pay principle’ (The European Capital of Culture Bad Ischl Salzkammer 2024 had a significant influence on 84 % of projects). As a result, the European Capital of Culture Bad Ischl Salzkammer 2024 presumably contributed to higher incomes for participants in 2024. The programme offered a wide range of topics and promoted cultural diversity. Many projects had a clear European focus and addressed hard-to-reach target groups. Almost half of the projects (46 %) plan to continue the programme beyond 2024, which suggests that The European Capital of Culture Bad Ischl Salzkammer 2024 has had a lasting impact.’  Christian Grünhaus, Scientific Director and Senior Researcher of the Competence Center for Nonprofit Organisations at WU Vienna
 
Art and culture in times of great uncertainty
'With topics such as local cultural supply, the position of women in rural areas, the careful use of nature, mobility in the regions and emigration, the European Capital of Culture Bad Ischl Salzkammergut 2024 raised key issues for Europe and experimented with possible solutions. New, unusual spaces were created for and charged with art and culture, in which visitors were able to experience the full range of artistic forms of expression. An affordable cultural programme with many free events and participatory formats provided important impetus for better accessibility in culture. The Capital of Culture has thus shown what art and culture can do for people, especially in times of great uncertainty, by offering a protected framework where people can experience community and face new challenges. I wish the successor organisations and structures the very best of success and would like to sincerely thank all those involved for their perseverance, creativity and passion!’ Andreas Babler, Vice-Chancellor and Federal Minister for Arts, Culture, Civil Service and Sport

Lasting traces in the arts and economy
‘The European Capital of Culture Bad Ischl Salzkammergut 2024 has had an impact far beyond the borders of Upper Austria. It has made Bad Ischl and the Salzkammergut region interesting for an even larger group of visitors. The 2,800 project participants and artists from 73 countries alone have ensured this, inspiring hundreds of thousands of visitors. Many of them will return to enjoy the beauty of Upper Austria – and also experience the extensive, colourful range of art and culture on offer. The Capital of Culture has left a lasting artistic and economic mark on Upper Austria as a cultural region.’ Thomas Stelzer, Governor and Head of Cultural Affairs of Upper Austria
 
Kulturbüro Ausseerland Salzkammergut: the first regional cultural hub in Styria
‘I am committed to the diversity and openness of the Styrian cultural landscape and want to do my utmost to preserve this great legacy, which I have taken on as a cultural councillor in the succession of great cultural politicians such as Hanns Koren and Kurt Jungwirth, and lead it into the future with new incentives. Unfortunately, the budgetary situation is currently tense at all levels – from the municipalities to the federal government – and in all areas, but it is all the more pleasing that we are able to implement a measure of the Cultural Strategy 2030 with the establishment of the first regional cultural hub in the area Ausseerland. This will anchor sustainable effects from the Capital of Culture 2024 in the Styrian Salzkammergut. This also brings us closer to our common goal of strengthening art and culture in the regions and in this in consequence will promote the diversity and breadth of the cultural landscape.’ Karlheinz Kornhäusl, Provincial Councillor and Head of Cultural Affairs for Styria

Setting out for the region together
'The idea was always that the European Capital of Culture would not be just a one-time event. Now we are putting this vision into action. It is important to us that we embark on this journey together with the region.' Lisa Neuhuber, Project Development, Aufbruch, Salzkammergut!, who has been involved in the Capital of Culture project from the very beginning.

'During the European Capital of Culture project, we built extensive networks. We are working on joint projects with our international cooperation partners and are learning a lot from each other. We maintain close exchanges with European cities and regions that have already successfully transitioned their European Capital of Culture processes into sustainable long-term implementations.' Christina Jaritsch, International Networking and Project Development, Aufbruch, Salzkammergut!, who has been part of the the Capital of Culture project since 2020.

Forty years after the start of the European Capital of Culture programme and on the eve of the start of a new cycle, a debate on the future of this programme has begun.

To mark the anniversary of “40 years of European Capitals of Culture”, 200 participants from various European countries, including representatives from around 50 former and future Capitals of Culture, delegates from the European Parliament, the European Council, the European Commission and the German federal and state governments, will meet in Chemnitz on Friday, April 4 for a conference. 

A culture truly for all. And cultural services for all. In 2026 Oulu will be the European Capital of Culture. And well has the organizing team done to devote a part of its activities to social inclusion in many different aspects.