The ongoing survey of Vienna residents' attitude towards tourism underlines the importance and contribution of the visitor economy to the city and its inhabitants. In collaboration with the market research institute MANOVA, the Vienna Tourist Board monitors the attitude of Vienna residents towards tourism-related topics on a monthly basis. The 2025 online study is based on 3,593 interviews and is representative of the online population of Vienna aged 18 to 70 years.

The result: nine out of ten respondents view tourism in a positive light – a high rating that has been maintained consistently over the years. Eight out of ten Viennese also (very much) enjoy living in their city, demonstrating that a high quality of life and a thriving tourism sector are by no means mutually exclusive.

Key findings 2025:

• Nine out of ten Viennese have a (very) positive attitude towards tourism.
• There is broad agreement that tourism creates jobs, benefits the overall economy, and helps fund Vienna's arts and cultural offerings.
• Residents identify the following as priority areas: cleanliness in the city, sustainably balancing the needs of guests and residents, as well as regulatory questions around short-term rental platforms, street vending, and touristic mobility.

At the same time, the Vienna Tourist Board also measures the quality of visitor experience through the Tourism-Monitor Austria (T-MONA): nine out of ten visitors would currently recommend Vienna as a destination. Together, these two indicators – residents' high acceptance of tourism and visitors' strong willingness to recommend – define the Sweet Spot of our Visitor Economy Strategy and reflect an Optimum Tourism approach that seeks to balance growth with quality of life. Maintaining these excellent results remains an integral objective, even as visitor numbers continue to grow.

Up-to-date monthly data and in-depth insights on key governance topics are continuously available in our Sustainable Tourism Observatory.

Find further details on the study here.