The Internationalisation Initiative of the

Austrian Federal Economic Chamber (AFEC/WKÖ) Austrian Federal Ministry of Economy, Family and Youth (BMWFJ)

implemented by ADVANTAGE AUSTRIA

Tourism in Austria

Eva Vrzak – Director Tourism Know How & Infrastructure

Overview• ADVANTAGE AUSTRIA• Tourism in Austria – Status Quo 2012• Tourism in Austria – Structure (1/3) – (3/3)• National Strategy for Tourism• Tourism in Austria – Implementation on National Level (ÖW)• Tourism in Austria – Implementation on Regional/Local Level

(DMOs)• Key Points - Strategy Development• Tourism in Austria – Key Competences• Austria’s expertise – Tourism Know How• Austrian Know How in Use in Poiana Brasov (Romania)• Advantage Austria‘s Services For You

•Encourages international

activities by identifying business

opportunities abroad connects

business partners

•Supports cross-border commercial

activities

•Positions Austria globally as an

attractive business location and a

reliable business partner

Facts & Figures• 115 offices in 70 countries • 800 employees• 81 nationalities• 1,196 ADVANTAGE AUSTRIA events

annually• 1,250 ADVANTAGE AUSTRIA

publications annually• 20,000 Austrian companies serviced

each year• 60+ years’ experience

ADVANTAGE AUSTRIA - Internationalisation Agency for the Austrian Economy

• Traditionally strong knowledge in this sector• According to a WTO survey, Austria generated the highest per capita

revenue by international guests worldwide in 2010 (2.218 US $ per capita)

• 1/5 of Austrian workforce is employed in the tourism sector (631.600 full-time equivalents)

• In 2011, tourism-related activities contributed €44,1 Billion to Austria’s economy (about 15% of the GDP)

• 2011: 34,6 Million Arrivals (+3,7%), 126 Million Overnight Stays (+0,9%)

• Innovative developments – concepts for all-season utilisation

Tourism in Austria – Status Quo 2012

Tourism in Austria – Structure (1/3)

Tourism: • Matter of the states (in legislation & execution)• Influences several federal state competences

(passport/customs; trade laws, registration; employment law;…)

In Austria, tourism is an interdisciplinary and inter-regional matter -> Coordinating Institutions on all (Federal) State Levels

Tourism in Austria – Structure (2/3)

Burgen-land

Carinthia

Lower Austri

a

Upper Austri

a

Salz-burg

Styria Tyrol Vorarl-berg

Vienna

RTO

www.bmwfj.gv.at

BMWFJ (Ministry of Economy – Tourism

Section)

Other Ministries

EU

ÖHTNTO (Austrian

National Tourist Office)

Federal Economic Chamber

Statistics Austria

ÖHV Austrian Hoteliers Union

ÖRV Austrian Travel Agency

Union

RTO

RTO

RTO

RTO

RTO

RTO

RTO

RTO

RTO = Regional Tourism Office

Tourism in Austria – Structure (2/3)

Burgen-land

Carinthia

Lower Austri

a

Upper Austri

a

Salz-burg

Styria Tyrol Vorarl-berg

Vienna

RTO

www.bmwfj.gv.at

BMWFJ (Ministry of Economy – Tourism

Section)

Other Ministries

EU

ÖHTNTO (Austrian

National Tourist Office)

Federal Economic Chamber

Statistics Austria

ÖHV Austrian Hoteliers Union

ÖRV Austrian Travel Agency

Union

RTO

RTO

RTO

RTO

RTO

RTO

RTO

RTO

COMPANIES

Tourism in Austria – Structure (3/3)

Austrian Ministry of Economy, Family and Youth - Section for Tourism and Historic Objects:• Governmental information platform for the Austrian Tourism and Leisure

Industry• Point of contact for all persons and organisations in the tourism sector

on national and international level• Representation of the Federal States‘ interests within the Austrian

National Tourist OfficeFederal Economic Chamber:

• Point of contact between policy and companies• Representation of the interests of the companies• Advantage Austria

National Strategy for Tourism• Strategic coordination of activities of:

• Ministries, Federal Economic Chamber, Federal Government & Federal States, Companies, Tourism Organisations

• Definition of 3 of Austria‘s USPs:• The Alps• The Danube and Lakes • Cities & Culture

-> Action Plan Tourism:• Tourism Marketing: Grouping of Strenghtes• Subsidies & Supporting Innovations• Marketing campaign for „new blood“ (in schools)

Tourism in Austria – Implementation on National Level (ÖW)• Financing: partly from public funds, partly by selling marketing

services to the Austrian tourism industry• Concentration on 3 Geographic Areas: Western Europe, CEE,

overseas – covering 95% of all overnight stays (biggest potential for the Austrian Tourism)

• Activities: classic advertisement for Austria as a tourism country, media cooperations, production of marketing materials, organisation of fairs & selling plattforms, cooperation with local tour operators

• Positioning of the Brand „Urlaub in Österreich“

Tourism in Austria – Implementation on Regional/Local Level (DMOs)

Gasteinertal: Dorf Gastein Hofgastein Bad Gastein Sport Gastein

„Room available signs“

Regional tourism organisations

Destination management

->development of a destination management company = Development of a Destination!

Gasteinertal: http://www.gasteinertal.com/sitemap/

Key Points - Strategy Development

• Development of destinations• Cooperation: location policy, regional planning and tourism

strategy belong together• Concepts for all-season-utilization (summer & winter)• intact environment & nature• In Austria: at about 1 Euro (10 UAH) per aspired overnight

stay for marketing

Tourism in Austria – Key Competences

Competences in:• Individualized regional development• Starting cooperations• Innovative methods (concepts & tools)• Sustainability• Internationality – understanding the prospected

guests‘ cultures & needs

A profile of Austria’s Tourism Know How:

• Destinations: Mountains, retreats/spas, MICE, culture, etc.

• Accommodation: Hotels, resorts, etc.

• IT: Software solutions, booking systems, etc.

• Tourism infrastructure: Ski resorts, landscaping, traffic concepts, train

stations, airports, etc. (Consulting & Equipment)

• Education and training: Establishment and internationalisation of Austrian

education and training institutions, development of curricula for international

partners, training (in Austria and abroad)

Austria’s expertise – Tourism Know How

Austrian Know How in Use in Poiana Brasov (Romania)

• Doppelmayr (2005: cable car, 2011: 2 chair lifts)• Klenkhart (planning of ski slopes)• Gebrüder Haider (construction company)• Skidata (access control)

Advantage Austria‘s Services For You: • Contact to Austrian Tourism Experts (Companies and

individual Experts, education institutes)• Cooperation with the Commercial

Counsellors at the Austrian Embassy • Information events for Austrian Companies on

Development Projects in the Ukraine• Presentation of Austrian Companies/ Know How in the

Ukraine • Iniate and guide consortias to develop regions in the

fields of Tourism

www.advantageaustria.orgEva Vrzak:eva.vrzak@wko.ataussenwirtschaft.io-dienstleistungsfokus@wko.at

Austria Federal Economic ChamberAdvantage AustriaWiedner Hauptstrasse 63, A-1045 ViennaT: +43 (0) 590 900 – 5135F: +43 (0) 590 900 – 113774

Contact and further Information