„We can hike where there are no cable cars. That‘s why hiking doesn‘t give us a unique selling point,“ is still one of the killer arguments in discussions about whether cable car companies should actively engage with hiking or not.

However, it would be easy and relatively inexpensive to present the existing hiking, mountaineering, climbing, and via ferrata options as attractively and modernly as other summer attractions.

Why is hiking neglected?

In the summer communication of most cable cars, family experiences, summer toboggan runs, viewing platforms, bike areas, and similar attractions take center stage.

Understandably so, as the outstanding development of many summer cable cars into visitor magnets across the mountains wouldn‘t have been possible without these.

Hiking, however, often isn‘t the focus, as it has long been seen as outdated and „old.“ It has always been there. There‘s also a common assumption that hikers have no interest in cable cars

The potential of hiking

This overlooks the fact that modern hiking, including speed hiking, trail running, and climbing, can be much more than just an afterthought—if presented attractively and in a way that appeals to the target audience.

Additionally, creating an interesting, attractive, and tempting hiking experience starting from the mountain station requires only minimal investments. Ongoing costs are also low.

Since hikers don’t linger near the attractions around the mountain or mid-stations but return to the station only at the end of their route, they don’t take up the “needed space” for other guest groups.

Clearly, cable car hiking is about routes that generate first-time entries. Specifically, this means starting hikes from the mid or mountain station and ending either there or at the valley station.

Moreover, it’s advisable to explore the feasibility of (niche) offerings—such as uphill training trails that are particularly knee-friendly thanks to cable car rides down.

There is no single type of hiker

This is emphasized by German hiking expert Prof. Dr. Heinz-Dieter Quack. “There are many different types of hikers,“ says the researcher. “What matters is what the guest perceives as hiking, even if they haven‘t been on the trail for an hour,“ Quack emphasizes.

“The average hiker prefers easy to moderately strenuous hikes with small or moderate inclines and walks 10 to 15 kilometers. The number of those who prefer challenging to very challenging tours is significantly lower,“ he explains.

Therefore, it‘s crucial for cable car companies to understand which types of hikers and mountaineers they are targeting. The basis for this is provided by the structure of day and vacation guests in the catchment area along with the possibilities offered by the respective (alpine) terrain.

A mountain walk is already a hike

“Our guests consider a short mountain walk on a panoramic path from the mountain station to a picturesque play and power spot and back as a hike,” reports Klaus Herzog from the cable cars at Nassfeld in Carinthia (Austria).

Herzog is one of the cable car operators who, in addition to viewing platforms, alpine playgrounds with photo points, marble runs, and the like on Gartnerkofel, also cater to hikers and mountaineers.

“We opened the spectacular via ferrata ‘Däumling’ near the mountain station in 2014. Since then, we‘ve been able to attract additional guests who wouldn’t come or come much less often without the via ferrata,” he reveals.

Herzog is the initiator and financier of the “Hiking Paradise Gartnerkofel,” the soon-to-be-completed, clear presentation of the hiking and mountain tour offerings starting from the mountain station of the Gartnerkofelbahn.

“We present 16 proposals, all starting at the mountain station. Ten also end there. Six lead to the valley station,” describes the Carinthian the new offer.

“We use existing paths for all 16. Our route guidance showcases the special features of Nassfeld’s mountain world. And we invite guests to explore the alpine nature beyond our classics, like the Gartnerkofel summit,” Herzog describes his strategic considerations.