Vienna – Always On
1.6 Million Followers on Digital Channels
In 2024, the number of followers of the Vienna Tourist Board’s B2C social media channels increased to more than 1.6 million – more than the population of Munich. In addition to the Vienna Tourist Board’s international Instagram, Facebook, TikTok and Pinterest channels, its channels on Chinese platforms Weibo and WeChat also performed very well. The Chinese social media platform Xiaohongshu (English: "Little Red Book"), which has since played an important role in developing the luxury market in China, was added to the social media portfolio. The Vienna Tourist Board’s @vienna Instagram account has also grown significantly, passing the 500,000 follower mark in December. The combined number of followers for the LinkedIn channels operated by the Vienna Tourist Board and the Vienna Convention Bureau exceeded 23,000 in the course of the year. A new addition, the Vienna Experts Club group on LinkedIn already has 170 members. Initiated in 2023, realignment of the organization's English-language content on X (formerly Twitter) also led to moderate growth in 2024: combined with its German-language channel, the Vienna Tourist Board currently has around 25,000 followers on X. The Vienna Tourist Board’s own video material on YouTube (50,000 subscribers) is a key success factor behind the high reach and engagement levels recorded on the organization’s various social media channels. In 2024, the popular VIENNA/NOW series hosted by Adia Tritschler and "Hungry for More Vienna" with star chef Lukas Mraz were each extended by four episodes.
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Video with star chef Lukas Mraz on sandwiches in Vienna
High Website Traffic
In 2024, wien.info recorded a total of almost 15.8 million visits (double the total for 2023). Meanwhile, b2b.wien.info had 226,000 users. Traffic was also up for meeting.wien.info, with around 200,000 users logged.
Regular Vienna Newsletters Keep the World in the Loop
Sent out in German and English, the Vienna Tourist Board’s B2C Vienna Newsletter ensures that Vienna fans around the world are always up to date. Distributed a total of 28 times to more than 68,000 recipients in 2024 (up 23.5% year on year). The average open rate was outstanding, at more than 40%.
The Vienna Press Info newsletter gives media representatives all the latest news relating to art, culture, travel, food and drink, lifestyle and much more in Vienna. Published in six languages (German, English, French, Italian, Spanish and Korean), it is received by around 25,000 subscribers all over the world. In 2024, it was sent out a total of 35 times. Features on new arrivals and reopenings on Vienna's culinary scene as well as articles on cultural highlights proved particularly popular.
Available in German and English, the Vienna Convention Bureau’s Meeting Destination Vienna Newsletter is aimed at international meeting planners – and, as such, directly at (potential) customers and participants in the Viennese meetings industry. In 2024, the newsletters was sent out to around 1,600 subscribers and the open rate was about 46%. Since 2023, content from the Meeting Destination Vienna newsletter has also been published in the Meeting News of Vienna LinkedIn newsletter, which now has more than 3,400 subscribers.
The Vienna Tourist Board’s Industry Newsletter kept more than 2,000 contacts from the Visitor Economy in the picture when it came to the latest developments at the destination, key figures and the organization’s worldwide activities.