Salzburg’s tourism sector has officially entered a new chapter. As of November 1, 2026, Gregor Matjan has assumed the role of managing director at Tourismus Salzburg GmbH (TSG), tasked with stabilizing one of the city’s most significant economic engines. His appointment marks the end of a transitional period that began in January 2026, when his predecessor, Beate Kassner, stepped down after just one year in office due to strategic disagreements.
Matjan, a political scientist with a background in destination management, now oversees the three core pillars of the municipal company: the city’s international tourism marketing, the Salzburg Congress center, and the Paracelsus Bad & Kurhaus. According to reporting by salzburg24, the new director is prioritizing stability and continuity to help the organization meet the ambitious targets set out in the “Vision Salzburg 2040″ strategy.
A Competitive Path to Leadership
The appointment of the 58-year-old Vienna native was the result of a rigorous selection process. The process began in April 2026 and attracted 27 applicants. Following an extensive evaluation that included an assessment center, potential analysis, and a structured interview with a professional jury, Matjan emerged as the top candidate, securing 44 out of a possible 50 points.
Bernhard Auinger noted that Matjan was “the best candidate” for the position. The city leadership has tasked him with a five-year mandate. Heidi Strobl, the head of the Convention Bureau who served as the interim managing director throughout the search, has been credited by the city for her steady hand during the leadership vacuum.
Using Experience from the Chiemgau
Matjan’s background suggests he is well-prepared for the multifaceted nature of the TSG portfolio. Before moving to the Salzburg area—where he resides near Mattsee—he served as the tourism director in Ruhpolding, Bavaria. His tenure there involved managing not only the destination’s marketing but also the “Vita Alpina” complex, which integrates swimming, sauna, and ice sports facilities. This specific operational experience is expected to be a significant asset in his oversight of the Paracelsus Bad & Kurhaus.
His familiarity with the region is further bolstered by his previous work with SalzburgerLand Tourismus GmbH, where he served as a product and project manager. This history, combined with his academic background in Vienna and experience as a business consultant, provides a blend of theoretical knowledge and practical, on-the-ground management skills that the city hopes will prevent further leadership turbulence.
Matjan Prioritizes Daily Operations over Rapid Changes
The stakes for the new director are high. As a company owned entirely by the City of Salzburg, the TSG is the primary force behind the city’s reputation as a global travel and congress hub.
Matjan has signaled that while long-term strategic goals are essential, the daily operational business remains a top priority. His stated focus on “peace and continuity” suggests a shift away from the rapid changes that characterized the previous year.
How do you think the new leadership should balance the needs of Salzburg’s tourism industry with the interests of its residents? Share your thoughts on the path ahead for the city.
