The Vienna Tourist Board’s role in the visitor economy

The Vienna Tourist Board initiated and coordinated the process behind the development of the new Visitor Economy Strategy, and will play a central role in its implementation. However, the entire ecosystem that constitutes Vienna’s visitor economy has a part to play in turning the jointly-formulated vision into reality. Like in competitive rowing, the City of Vienna and the different representatives of the industry, as well as the Vienna Tourist Board itself will play different roles and take on specific tasks depending on the particular topic:

Rowing: Each of the activities planned requires stakeholders who are prepared to get involved, act on their own accord, initiate projects and rigorously drive them forward.

Steering: Strategic management is needed, as well as driving forces that bring the right partners to the table and are prepared to take ownership of decisions.

Coaching: Innovation is all about triggering new initiatives and ensuring the highest quality standards are set for each. The wide-ranging expertise of the Vienna Tourist Board and its partners is an important basis for this.

Cheering: Celebrating and publicizing successful initiatives will motivate and mobilize others in the ecosystem. It will also raise the profile of joint efforts to achieve the strategic goals.

The Vienna Tourist Board is committed to taking a public stance on all of the core issues that impact the future of the destination, providing impetus and flagging up new solutions. Its new corporate strategy specifies two core tasks:

As an experienced marketing agency for the destination, the Vienna Tourist Board reaches out to specific target audiences in selected markets, communicating the city’s premium qualities and inspiring prospective guests to travel to Vienna.

The Vienna Tourist Board has all of the different skills it needs to offer visitors high-quality experiences in the city, ensuring that the visitor economy also adds value for residents. This involves close cooperation with partners all over the city and managing interest groups. 

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