What is Swarovski Kristallwelten?
Swarovski Kristallwelten is a tourist attraction at Swarovski headquarters in Wattens near Innsbruck. It opened in 1995 to celebrate 100 years of the company making crystal glass products for businesses and consumers. The attraction consists of various crystal-themed rooms that lead to a huge shop selling Swarovski jewellery and other products. There’s also a restaurant.
What is Swarovski Kristallwelten like?
It’s almost impossible to explain. It’s basically an immersive art gallery attached to a large shop built opposite a factory. There are exhibits indoors and outdoors, including a very cold room with fake snowfall that you can only stay in for 3 minutes, and a room containing audio speakers – if you stand beneath one, it plays a recording of one of Swarovski’s global employees. I started off quite cynical about it all, but by the end I was impressed by the interactive exhibits. I got round it all within 2 hours but you could probably spend longer.
Where is Swarovski Kristallwelten?
12 miles outside the city of Innsbruck in Austria.
When did we go?
November 2025
How did we get there?
I was in Munich for work so took a 1.5 hour train journey to Innsbruck from there. A shuttle bus outside the main Innsbruck station took me 12 miles out of town to the Swarovski factory in Wattens.
Worth noting
Swarovski started off making products for commercial use. In the 1970s an enterprising employee made a mouse out of pieces of a chandelier, only to discover that consumers liked collecting crystal animals. They've since gone on to become a major retail brand.
What was Swarovski Kristallwelten's position on the 2015 edition of the Lonely Planet Ultimate Travel List?
It was a new addition to the list in 2020.
Does Swarovski Kristallwelten deserve its place in the 2020 Lonely Planet Ultimate Travel List?
On its own, I'd say no. But I appreciated the chance to see Innsbruck.
