Vienna is not Dull

In English, the word “dull” describes something boring, dreary, or lacking excitement. January in particular is often considered the “dullest month of the year,” shaped by New Year’s resolutions, Dry January, and various detox trends. Vienna, however, offers a vibrant contrast: its lively ball season, world-class exhibitions, and iconic coffeehouse culture ensure that the city remains anything but dull.

To prove this point, the Vienna Tourist Board invited residents of the Scottish village of Dull to experience the Austrian capital in January 2026. 33 Scots accepted the invitation and spent a weekend in Vienna enjoying a diverse program. Highlights included a traditional waltz lesson, exclusive tours at the Kunsthistorisches Museum and the Spanish Riding School, as well as visits to a ball, wine taverns, and classic Viennese coffeehouses. The guests also had the opportunity to attend a special meet-and-greet with Michael Ludwig and the British Ambassador, Lindsay Skoll.

The campaign generated remarkable international attention, achieving a total of 976.3 million media impressions worldwide—without any paid media budget.