DMO Stories

Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its residents and businesses. 

“The guiding principle of our strategy is simple: the visitor economy needs to add value.”  -  Norbert Kettner, CEO of Vienna Tourist Board

The new strategy champions tourism in a really positive way, and it is clear to see how much passion, time and hard work has gone into developing a new vision for the city of Vienna. If you haven’t already, do take a look at the full strategy document

From Tourism to Visitor Economy

Vienna is very much an in-demand travel destination bringing in around 16.5 million bednights in 2018. While visitors continue to arrive, Vienna’s new strategy endeavours to support the sustainable development of its visitor economy by not marketing to the masses, and rather focusing on core target audiences aligned with the strategy; meetings industry, luxury travel and LGBT guests. 

The new strategy is very much based on a positive foundation of growth and success from previous strategies but with a new way of thinking towards sustainable tourism growth that benefits everyone. 

The Strategy Diamond is a visual representation of the key strategic elements, as well as a metaphoric symbol for the destination, demonstrating the importance it holds for the value of tourism. 

DTTT Takeaways 

One of the key points to highlight, is the pivotal role of the DMO here. 

Alongside destination marketing and destination management, the Vienna Tourist Board are hands-on curators, the driving force behind ensuring the success of the strategy by leading, supporting and consulting. Actioning a new management approach without precedent. 

A hugely collaborative effort and ongoing dialog.

The development of this strategy and key to its future success is collaboration. The process involved 21 strategic workshops led by the VTB, with involvement from a broad cross-section of stakeholders from the tourism and meetings sector and the wider visitor economy ecosystem. 

The emphasis on this collective effort of knowledge and skills is fundamental for the greater good of the city, and we are now seeing this approach more and more. Success is only possible through collaboration and ongoing dialog. 

Digital humanism.

Another point that really stood out to us is one of the core values of digital, but with a different perspective. While the city clearly appreciates the power of digital services and its role in the visitor journey, it also wants to encourage visitors to ‘escape from their digital bubbles’ and go back to basics. To experience the magic of travel in its true form, encouraging real-life encounters and interactions that digital simply cannot create.


More from #DTTT

  • In June we present:
    New Normal, Same Visitors
    How can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
  • In June we present:
    Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13
    DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]
    #domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
  • In June we present:
    Why is Design Thinking so important in identifying solutions?

    We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]

    #solutions #recovery #remote design thinking #DMOs #strategy #tourism
  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
Show more
© 2017 Digital Tourism Think Tank