Strategy – At a Glance
Vision
The vision of the Visitor Economy Strategy 2025 was to put the destination’s sustainable development at the forefront while simultaneously enhancing quality of life, quality of place, and quality of experience in Vienna. We remain committed to our vision. It keeps the destination on course.
Quality of Life
Quality of life is palpable for residents, it defines and shapes the city. Visitors benefit from and contribute to it. They make the city more diverse, lively and colorful.
Quality of Place
Vienna is beautiful, high quality, elegant, modern: it functions effectively for people with different interests and needs, and it uses the natural resources available to it carefully. Visitors participate in life in the capital – and support the development of the city and its local neighborhoods alike, making them more inclusive for the Viennese in the process.
Quality of Experience
As a destination that enables participation, a city that works for its visitors also works for the people who live in it. At least for the duration of their stay, visitors move away from the role of pure consumers to become part of life in the city.
Mission: Optimum Tourism
Good growth, so as not to destroy what Vienna is loved for. Our mission is growth that inspires the ongoing development of our city as a destination while maintaining a constant focus on people's quality of life. If the right balance is struck between the interests of visitors and local residents alike, we are living up to our responsibility. This is what we mean by Optimum Tourism.
Objectives: Clear Visitor Strategy, Livable City
We also focus on visitors who fit our target profile: Culture Visitors, as well as Meeting Visitors. They integrate into city life and benefit from international exchange – just like Vienna itself.
Stay in the Sweet Spot
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.
Objective: 9 out of 10 visitors would recommend Vienna, and at the same time 9 out of 10 locals have a positive view of tourism.
Culture Visitors
Vienna's offerings attract the desired demographic: visitors who are passionate about culture, open-minded, respectful, cosmopolitan, drawn to the city’s premium positioning, stay several nights and want to come back again. People who make the city a little better when they visit.
Objective: two thirds of visitors come from this target segment
Meeting Visitors
Visitors who come to the city for meetings tend to spend more, integrate smoothly into life in the city and benefit from international exchange. Just like the city itself.
Objective: 1 in 10 overnight stays are accounted for by meeting participants.
Our Approach: Destination Stewardship
New Compass: Sustainable Tourism Observatory
In order to achieve the desired optimal state, data needs to be measured and the development of key performance indicators monitored. To this end, Vienna is setting up a Sustainable Tourism Observatory in line with the UN guidelines for tourism – giving the Visitor Economy a new compass.
The Observatory is at the heart of the collaboration between the different players in the Visitor Economy. It adheres to the principle of “destination stewardship”, which calls for responsibility and commitment from everyone involved.
Sustainable Tourism Observatory
Action Programs
Climate change, geopolitical upheaval and economic developments call for more flexible action. As a result, agile annual Action Programs are a key component of the Visitor Economy Strategy. With the support of the city’s stakeholders and the numerous businesses in the Visitor Economy ecosystem, scalable solutions are developed which benefit both businesses and the destination as a whole.
The current strategy is a refresh of the Visitor Economy Strategy 2025.
