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Tourism Strategy

The Tourism Strategy 2020 gives a specification, how the further development of the destination of Vienna should take place. Being the tourism marketing agency of Vienna, the Vienna Tourist Board has led the formulation process for the new Tourism Strategy 2020. However, the destination brand as such is supported by the entire city. With this knowledge in mind, the strategy process was placed on a broader basis than for any preceding document of this kind: not only experts of the tourism industry had their say, but also the city’s inhabitants and, last but not least, Vienna’s guests, as they are the actual target group of destination development.

Vienna’s recipe for success as a tourist destination in 2020

Tourism to Vienna is booming. In 2013, it recorded 12.7 million overnight stays – by approx. 4.8 million more than just ten years previously, which cor-responds to an increase by 60 percent over 2003. Convention tourism contributed to this outstanding performance with no less than 1.4 million over-night stays only in 2013. The economy and labour market benefit enormously from this success.

Vienna’s attractiveness is also exemplified by its dynamic accommodation market. Since 2003, the number of available hotel beds has increased from slightly under 40,000 to more than 60,000 (+53%) and in 2013, Vienna’s hotels and accommodation providers attained a rooms revenue of close to Euro 609 million – although increasing competition constitutes a challenge for each single enterprise, it above all evidences the high degree of trust of (international) investors in the destination.

These facts and figures reflect the quality of Vienna and its tourism industry and make sure that the goals for 2015 formulated by the Vienna Tourist Board and the city’s tourism sector with regard to overnight stays and revenue were clearly exceeded.

The main goals: GLOBAL.SMART.PREMIUM

  • GLOBAL Vienna 2020 views the ongoing internationalisation of the city, its importance as a centre of political decision-making and economic hub as well as its role as a cosmopolitan metropolis in Central Europe as a prime tourism asset. Vienna positions itself as a global player to score in the global tourism market, in keeping with the motto “Vienna welcomes the world”.
  • SMART Vienna 2020 blends the qualities of Vienna as a city that embraces a culture of sustainability and excels at smart urban technologies and intelligent mobility solutions in order to present it as a “smart tourism city” – a city that offers both visitors and residents an exciting yet relaxed, authentic, comfortable and “green” urban experience.
  • PREMIUM Vienna 2020 embodies a strategy of quality leadership that makes the experience of being a guest of Vienna unique and builds on the image of Vienna as a city of elegance and exquisite joie-de-vivre. At all stations of their customer journey – on arrival, during sightseeing, in restaurants and cafés, at the hotel or when attending musical or cultural events, guests are to experience premium quality, a “touch of luxury”, as it were. Exclusive experiences and offerings in the high-end range are the spearhead of Vienna as a premium destination.

The Tourism Strategy to download