Online Success for the Vienna Tourist Board
1.9 Million Followers Across Digital Channels
In 2024, the number of followers of the Vienna Tourist Board’s B2C social media channels increased to around 1.9 million. The fastest growing channels were Instagram (more than 585,000 followers) and TikTok (around 120,000 followers). Chinese social media platform Xiaohongshu (English: Little Red Book) – which was added to the portfolio in 2024 and plays a key role in targeting the luxury segment of the Chinese market – also saw a significant increase. The number of followers rose by 360% year on year to more than 27,600. The combined number of followers for the LinkedIn channels operated by the Vienna Tourist Board and the Vienna Convention Bureau exceeded 28,000 in the course of the year. Launched in 2024, the “Vienna Experts Club” LinkedIn group has already reached 265 members, meaning that it connects around a quarter of the entire VEC community. Adding in the German-language X and Bluesky accounts, more than 38,000 people (up 16% year on year) now follow the Vienna Tourist Board’s B2B channels.
The organization’s self-produced video material on YouTube continues to be a stable factor behind the high reach and engagement levels recorded on its various social media channels. In 2025, new episodes of the popular VIENNA/NOW series hosted by Adia Tritschler and Hungry for More Vienna with Michelin-starred chef Lukas Mraz were launched. For the first time, Hungry for More Vienna collaborated with a British chef and cooking influencer (Thomas Straker) in the episode No Leftovers. This episode alone has already generated more than 106,000 views and 2,200 likes organically. It is currently the most successful purely organic (i.e. without an advertising budget) episode on the Vienna Tourist Board’s YouTube channel. Having surpassed the 100,000 follower mark for the first time in 2025, it currently has more than 109,000 followers – almost double the total recorded a year earlier. 2025 also brought numerous real-time communication activities. In addition to the Waltz into Space live stream, highlights included various Instagram Live walks and live streams on luxury offers for the Chinese market.
16 Million Visits to the wien.info Site
The wien.info website racked up more than 16 million visits in 2025 – almost the same number as the previous year. At the end of March, it was also awarded accessibility certification in accordance with the Austrian WACA Standard (Silver Level) for the first time. This ensures that the website remains as broadly and easily accessible as possible. The site’s offering was also expanded to include new personalization services. Users can now add places to their personal favorites and, in the future, capture individual interests (with or without a user profile). In the next phase of development, these will also be taken into account when providing content recommendations. Another milestone this year was the renewal and redesign of the Vienna Tourist Board’s event database, which continuously provides information on more than 2,000 events in Vienna. With the help of a new technical backend system, processes have been significantly improved and optimized: it is now possible to connect selected partners directly to the new system, giving users access to even more up‑to‑date and comprehensive content. While usage of the B2B websites decreased slightly compared with the previous year to 205,000 visits, usage of the meeting.wien.info website increased significantly to 338,000 visits (up 65 percent compared with the previous year).
Newsletter Sent to More Than 100,000 Contacts
The Vienna Tourist Board B2C Newsletter: sent out in German and English, the Vienna Tourist Board’s Vienna Newsletter ensures that Vienna fans around the world are always up to date. It was sent out a total of 28 times to more than 80,000 recipients in 2025 (up 17.6% year on year). At more than 40%, the average open rate was outstanding. The Food & Drink, Music, and Art & Culture features were particularly popular among readers.
The Vienna Press Info newsletter gives media representatives all the latest news relating to current events, 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 2025, it was sent out a total of 37 times. The articles on Vienna Bites – the theme for 2026 – were 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 2025, the newsletter was sent out to more than 2,300 subscribers and the open rate was about 49%. 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 4,700 subscribers.
Through its Industry Newsletter, the Vienna Tourist Board kept around 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.