The aim of Beyond the Postcard is to invite vacationers in Salzburg to think and reflect. About the seemingly perfect idyll in which they are traveling. About the reality of life away from the postcard. And about how travel in the future can be a little more holistic and enriched by social consciousness.

To achieve this, we have developed 3 measures:

• Salzburg’s first social sight with the option of donating a “guest gift”
• A social +1€ Ticket or a +1€ Hotel booking
• A city map with some charity restaurants, cafés and shops

Why the “rich and beautiful” Salzburg?

The tourist city of Salzburg is beautiful, clean and safe. At first glance, it probably doesn’t seem to most travelers as if it is necessary to “help” or “give something back” here.

But Salzburg is a prime example of a destination that is often portrayed and perceived in a one-sided way by tourists. This doesn’t do justice to reality. This doesn’t do justice to any place in the world. Because even in wealthy areas there are great inequalities.

The crises of recent years have further worsened the situation of many people in need. Especially in an expensive city like Salzburg, it has become even more difficult to pay for housing, heating or daily groceries.

Poverty has serious effects, for example on social participation or physical and mental health. According to the Salzburg Poverty Conference, around 61,000 people in the city and state of Salzburg are currently at risk of poverty. 20,000 of them are children and young adults.

Vacations are a consumer good without a social component – we want to change that.

Almost 1.8 million tourists stayed overnight in the city of Salzburg in 2023. In addition, there are an estimated seven million day visitors each year. These numerous visitors have so far had little or no contact with inequality and its effects.

Why should they? On vacation, people understandably want to relax and enjoy their time off. But traveling always means being confronted with the world out there. Traveling broadens your horizons, makes you curious and open.

Tourists from a wide variety of countries have told us in surveys and conversations that they would like to find out more about Salzburg. They want more than to “just” visit beautiful places and sights. Many are also willing to contribute something to support local social projects.

The potential of a traveling world

Our project Beyond the Postcard invites travelers to “treat” other people while on vacation. To pay attention to those who are (currently) having a hard time in life – and perhaps leave a gift. The potential to achieve something positive together is enormous with the “swarm power” of many tourists. In Salzburg – and worldwide.

Beyond the Postcard wants to use this potential in two ways:

1. We raise awareness of growing inequality. It is one of the biggest problems of our time. Social inequality exists in many places in the world, including popular vacation destinations.
2. We enable travelers to make an act of solidarity directly at their vacation destination: a minimal donation. It seems to be vanishingly small, but thanks to the power of the many, it becomes big and effective.

Let’s all become part of a movement of travelers that looks at vacation destinations more realistically and leaves something positive behind!