With “May I ask you something?”, Kitzbühel Tourism sets out in search of a contemporary definition of luxury
Kitzbühel stands for many things: Alpine quality of life, sport, culinary enjoyment – and, not least, luxury. But what does luxury actually mean today? Is it champagne on the terrace, an exclusive dinner, the grand stage? Or has it long since come to mean something entirely different?
Kitzbühel is renowned as a destination for the rich and famous, a stage for high society, exclusive events and extraordinary experiences. Reason enough for Kitzbühel Tourism to take a closer look and ask a question that may initially come as a surprise: What does contemporary luxury mean?
Dr. Viktoria Veider-Walser, Managing Director of Kitzbühel Tourism, smiles when asked about luxury. “Luxury is such a big word, and yet it can be so simple and down-to-earth. Luxury means something different to everyone, and that is precisely what we want to explore. As part of the #wirsindKitzbühel brand development process launched in 2021, we already examined this topic in depth through our ‘New Premium’ success model. Now we want to bring that idea to life.”
New Teaser Campaign
With its new teaser campaign, Kitzbühel invites people to reflect on the meaning of luxury. Without giving too much away, the campaign approaches the concept from a variety of perspectives and challenges what we think we know about luxury.
Because perhaps luxury is not about what we own. Perhaps it is about how we live, what we experience and which moments we consider truly valuable.
These questions – and, above all, the answers they inspired – have resulted in a rather different kind of image film for Kitzbühel. A film that explains less and invites the audience to observe more. Rather than relying on conventional luxury clichés, it focuses on moments, attitudes and a touch of humour. Instead of simply showcasing Kitzbühel, the film tells its story from a new perspective.
Pre-Screening in Vienna
On 9 September 2026, Kitzbühel Tourism premiered the new image film high above the rooftops of Vienna. Reactions varied – because no one had expected quite this outcome.
For now, not too much will be revealed. Just this much: luxury can be surprisingly ordinary. And sometimes a simple slice of bread and butter can be worth more than an eight-course menu. Or perhaps not.
All will be revealed on 10 October 2026 at 10.10 am.
For further information, please visit luxury.kitzbuehel.com.