Networked Thinking, Global Action
Fresh Approaches to B2B Marketing
The Vienna Tourist Board continued to build on its successful B2B marketing strategy in 2025, optimizing it further throughout the year. It covered everything from intensive relationship management with key accounts through personal meetings and industry-specific events to targeted communication on specific topics such as sustainable travel.
Defined as a key focus, measures to develop the luxury travel segment were also intensified during the year: the Vienna Tourist Board cooperated with a number of luxury travel networks and multipliers including Virtuoso and Serendipians by Traveller Made as well as the Quintessentially concierge association. The organization also participated in various specialist B2B platforms such as the Cannes, Asia Pacific and North America ILTM luxury travel shows. The Vienna Tourist Board was also represented in the inaugural French luxury forum Crème de la Crème in Paris in October 2025.
Another premiere in this segment was the debut of the Vienna Luxury Circle in the same month. At the invitation of the Vienna Tourist Board, around 50 representatives from Viennese high-end retailers and manufacturers gathered at the Rosewood Vienna hotel to find out more about the Vienna Tourist Board and its activities, while also making the most of the gilt-edged opportunity to network with industry peers.
The result: approximately 2,100 new B2B contacts in the premium and luxury segment at 25 events, as well as 237 contacts invited to 30 fam trips and site inspections in Vienna. Additionally, 12 online and offline collaborations with travel industry partners reached around 950,000 contacts.
The Vienna Experts Club International had about 16,000 members from 90 countries; in 2025, 1,000 club members visited Vienna in person.
Vienna Visitor Economy Forum 2025 (Former Vienna Tourism Conference)
Inspired by “Optimum Tourism – COLLABORATION – MORE THAN EVER”, the Vienna Visitor Economy Forum took place on November 13, 2025, at the MAK – Museum of Applied Arts. In front of around 500 attendees, Vienna Tourist Board CEO Norbert Kettner presented key performance indicators and current activities, as well as plans for the 2026 Culinary Year and the 2026 Eurovision Song Contest. Also present, Jens Südekum, economist and independent advisor to the German federal government, and Sherrif Karamat, President & CEO of the Professional Convention Management Association, provided international insights in their keynotes. Certified as a Green Meeting, the forum featured sign language interpretation and supported a social project by Volkshilfe Wien.
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Promoting Dialog Since 2020: Vienna Visitor Economy Series
The Vienna Tourist Board has hosted the Vienna Visitor Economy Series dialog platform since 2020. Regular events in a range of formats give stakeholders tailored information on current topics, specific focuses, as well as providing a platform for exchange within the industry. In 2025, ten stakeholder formats took place as part of the series. Vienna Tourist Board experts and international guest speakers informed an average of up to 100 participants on the key topics of sustainability, art, and culture.
Vienna Experts Club: Employer Branding, Networking and Training for Vienna’s Visitor Economy
In 2025, 27 Vienna Experts Club events attracting close to 1,200 participants took place. Highlights included Light of Creation at the Votivkirche church (November, 96 members), the Vienna Opera Summer (June, 185 members), and, for the first time, two Vienna City Marathon relay teams. In 2025, the club featured over 110 partner offers.