Supposedly “soft” factors – visitor and resident satisfaction – are our key currency. Because they are the basis for Optimum Tourism, they are also the prerequisite for the continued success of the destination. The aim is to find that “sweet spot” where the two are in balance and both sides benefit equally. We also focus on visitors who fit our target profile, who integrate into city life and benefit from international exchange – just like Vienna itself. 

Stay in the sweet spot

Quality of experience for visitors remains high: nine out of tenvisitors would recommend Vienna as a destination. At the sametime, nine out of ten local residents believe that tourism is positive for Vienna. Resident and visitor satisfaction is held in equilibrium as part of an ongoing process, in order to avoid overloading, while still striking an optimum balance. Everyone benefits once this sweet spot is reached.

This target dimension consolidates key indicators to ensure that the quality of experience, quality of place, and quality of life in the destination are maintained and further developed.

The focus in destination marketing and product development is on the core offerings of art and culture, as well as the destination’s appeal as a meeting destination. Visitors’ understanding of “premium” extends beyond a luxury offering, to include the high quality of all Vienna’s attractions and services, as well as the wider quality of life itself. Vienna designs its offering at every stage of the entire customer journey in such a way that respectfulness and making sustainable decisions become a matter of course for visitors.

Cultural Visitor

Passionate about culture, open-minded, respectful, cosmopolitan, tolerant, and enthusiastic about Vienna and its premium offerings. These are the principles that the Vienna Tourist Board lives by as an organization, and the advantages that it showcases internationally when promoting the destination. These are the values that strike a chord with visitors who spread them as multipliers, are not looking to stay for just one night and are keen to return. As a result, they contribute more than purely monetary added value for Vienna. Their visit makes the city a little better when they visit, and mutually enriching exchange takes place. The goal is for two thirds of vacationers who come to Vienna to fit this profile going forward. The city reaches out to this specific group through targeted international destination marketing.

Meeting Visitor

In future, meeting participants should account for 10% of overnight stays. Members of this target group tend to spend more, integrate smoothly into life in the city and benefit from international exchange. Just like Vienna itself. Vienna is a medium-sized city in a small country. To remain relevant, it needs an international network and a cosmopolitan mindset. Attractive to conference organizers and increasingly also for large-scale events in the future.

© WienTourismus

How visitors enrich the city

Vienna’s visitors have a positive impact and contribute genuine added value. And not just from a financial point of view. The numbers speak volumes: annual induced economic impact of EUR 5.6 billion – EUR 4.7 billion of which was in the core Vienna area, which equates to 4.8% of Vienna’s gross regional product (GRP). According to Statistics Austria and WIFO, one in nine fulltime jobs in Vienna is in the leisure and tourism sector. Vienna’s visitors not only add genuine financial value, they also enrich the city in numerous other ways.

Strengthening the city and its offerings

Visitors are not just conventional “tourists”. Rather, they are guests who come to Vienna for short or long stays, to live, work or study, shop or stroll, use cultural or leisure offerings, and leave numerous positive traces in the process. They contribute to Vienna’s flair and international nature, engage in dialog and promote mutual understanding. As consumers of various offerings, they actively contribute to the qualities of the city – within the framework of the Visitor Economy. 

Visitors

• ... represent diversity and bring their talents, ideas, language skills, cultural influences and entrepreneurial spirit with them.
• ... fill the city’s streets and squares with life, making them safer and more colorful as a result.
• ... generate tax revenues and trigger investments in infrastructure, attractions, and services that are also of benefit to the city’s residents.
• ... strengthen and energize Vienna, helping the city to develop and boosting its standing as a globally-networked business destination.
• ... advance Vienna’s status as a research hub and place of scientific exchange. contribute to the location’s visibility and underpin its strengths.
• ... generate additional demand and ensure the diversity of local facilities and offerings: virtually none of the city’s museums would survive without international visitors.
• ... remind us what Vienna has to offer its residents and what Vienna is known for internationally. This creates pride in the city.
• ... offer an external perspective: taking a closer look allows the city to become more inclusive and accessible for everyone. And whether they are returning or moving on, visitors are the best ambassadors for Vienna’s qualities.