What will the future look like? Postcard imaginaries in the event-based regeneration process of Salzkammergut, European Capital of Culture 2024

Purpose The Salzkammergut region celebrated the title European Capital of Culture in 2024. As the first inner-alpine, rurally characterised tenure of the title, the event-based regeneration process recognises the region’s past and present to discover perspectives for the future development. Researching this event-based regeneration process and its ambition for future-making, the research project “Between Culture and Salt” uses postcards as an investigative tool to question what the future of the Salzkammergut region could look like. Design/methodology/approach For the purpose of data collection, train passengers travelling through the Salzkammergut were invited to design a postcard depiction of the region’s future. Through vox-pop interviews, 50 verbal descriptions of postcard images capture the research participants’ reflections and imaginations of potential futures. Findings This method paper reflects upon conceptual, methodological and practical influences that framed this visual research method and hereby argues for the novelty and relevance of this research method. Through preliminary insights into the data analysis, the paper showcase how the verbal depictions of imagined postcard pictures create a critical commentary regarding the regional developments. While participants most frequently highlight landscape features as key influences in their future imagination, their depictions are layered with subtext regarding the social, economic and environmental transformation of the region and its key assets. Originality/value The discussed research practice uses the simple but powerful artefact of the postcard as an innovative tool to facilitate conversations about future imaginaries of the Salzkammergut region. The methodological reflections reveal not only the relevance of the postcard in respect to the history and identity of the region but address as well the significance of visual distortions and ekphrasis practices to inspire imaginations of potential futures of the Salzkammergut region.