Winter sports hotspot combines nature and culture

The jewel in the crown of Tirol is Swarovski Crystal Worlds in Wattens, which tops the list of Austria's most-visited attractions. The dazzling crystals are 15 minutes' drive from Innsbruck, and tourists will get close contact with what is normally behind thick store windows. A crystal cloud floating above a black mirror pool bedecked with 800,000 hand-mounted Swarovski crystals will shine in people's eyes long after their trips are over.

One of the most important target Chinese tourist groups, according to Kahr, is major city residents with higher education and aged between 25 and 40. "These people are young and self-driven. They are able to manage their individual trips instead of guided or group tours for multiple destinations in Europe as a complex plan, or they make dual-destination trips combining with Switzerland or Germany," Kahr said.

The world's leading tourism region receives more than 47 million overnight stays every year, with a ratio of over 70 overnights per inhabitant. But Tirol is well-organized in infrastructure to avoid overcapacity.

Neighboring province Salzburg, birthplace of music great Mozart and Vienna, Austria's capital, are within reach by a two-hour and four-hour train drive respectively. A music tour is practically a requirement for any tour of Austria.