The message to travelers in six local markets (DE, UK, IT, FR, ES, CH): Travel to Vienna – and help your city, too! Austrian Airlines and ÖBB signed on as home carriers and facilitated a first: “United Cities of Tourism” not only advertised to travelers to Vienna, but Viennese residents were also encouraged to take part in the campaign and were flown to select European cities to further their tourism, too.  

On May 15th, the tourist boards of London, Paris, Berlin, Milan, and Barcelona joined the initiative as part of a “Social Media Swap,” demonstrating their solidarity by sharing photos of the other cities on their Instagram channels.