Our approach: Destination Stewardship
Continuing as pioneers together
Destination stewardship is the process of promoting Optimum Tourism (i.e. tourism that benefits everyone) in accordance with shared values. This is the approach Vienna takes when it comes to implementing its development as a destination. Hospitality, F&B and culinary businesses, arts and culture organizations, leisure enterprises, the retail sector, expats, the meeting industry, city government and administration, and numerous other partners: only if everyone takes responsibility for thriving, compatible, quality, and sustainable development in their own area can the destination grow meaningfully. Common goals and jointly agreed indicators of success create transparency, commitment, and a common direction. The Vienna Tourist Board, the city, and industry invite all stakeholders to be part of this innovative alliance, and to implement the strategy together.
Agile action programs
Tourism is affected particularly strongly by geopolitical conditions. As a result, planning depends much more on agility and resilience than ever before, with a carefully-thought-through balance of robustness and rapid adaptability playing an essential role.
The foundation is a solid data basis. Vienna has therefore established a new compass with the new Visitor Economy Strategy - the Sustainable Tourism Observatory. Based on 11 topic areas, we can recognize trends and identify pressure points and thus take evidence-based action.
If the wider framework shifts, people need to be ready to respond and look for new models for success.
More than ever, the Visitor Economy Strategy should be approached as a framework – within which flexible action programs and specific initiatives are worked on to meet current challenges. Everyone has the opportunity to play an active role under these action programs:
- The Vienna Tourist Board in its function as a destination marketing and destination management organization.
- … in partnership with the city's stakeholders: the Visitor Economy makes an important contribution to achieving the city’s goals. Municipal policy and (support) programs, in turn, have the capacity to make a vital contribution to the Visitor Economy.
- … and in partnership with the full spectrum of companies in the Visitor Economy ecosystem.
It is also a question of highlighting issues that fall outside the organization's direct sphere of influence. Often, it’s necessary to take a stand, draw red lines, formulate positions and campaign for important issues at the national or European level.
The focus in practice
Everyone brings their own unique perspective to the table, feels a sense of responsibility when it comes to preserving Vienna’s qualities and takes action to fulfill promises: the successful formula for Optimum Tourism
Balancing interests
To achieve a balance between all the different demands placed on the urban space, the various interests of residents and visitors are identified and negotiated. The highest priority is high quality of life. Sustainable tourism can only flourish if the population is also comfortable with it. At the same time, the Visitor Economy is a significant employer that provides numerous offerings and sources of added value.
Flair Care
Diverse and multifaceted, Vienna is characterized by its late-nineteenth-century Gründerzeit-era charm, high-quality public spaces, and attractive local recreation areas. This special flair is also shaped by street-level zones where coffeehouses and small-scale retail environments offer variety and unique experiences. Highly prized by both residents and visitors alike, these dynamic qualities need to be preserved, or sympathetically developed.
Competitiveness
City tourism is a competitive market. Thanks to its history and culture, as well as its role as a venue for international meetings, Vienna is an attractive destination. To remain competitive, offerings must be continuously developed and improved – in line with international standards.
