The Vienna Tourism Board has launched a new phase of its Visitor Economy Strategy, dubbed ‘Optimum Tourism.’ This phase aims to balance the needs of both residents and visitors, emphasizing sustainable tourism practices for the future.
Key aspects of the updated strategy include a greater emphasis on resident satisfaction, targeted growth in cultural tourism and the MICE (Meetings, Incentives, Conferences, and Events) sectors, and a partnership with the UN Tourism’s INSTO Network. Additionally, the city plans to introduce traffic calming measures in the city center to better manage public spaces and improve the quality of life for locals.
Vienna’s Vision for Balanced Tourism Growth
The updated strategy prioritizes growth that benefits both the tourism industry and local residents.
Key elements of the plan include:
- Three primary goals to shape tourism in Vienna.
- Strong support from both residents and visitors as the foundation of the strategy.
- A focus on cultural tourism, the meetings sector, and attracting luxury visitors.
- A shared responsibility between stakeholders, guided by global standards.
- Increased transparency through Vienna’s collaboration with UN Tourism.
Sustainable Tourism for the Future
The goal of the strategy is to ensure that Vienna’s tourism sector remains sustainable, balancing the interests of both residents and visitors.
Key objectives include:
- Maintaining a balance between resident and visitor satisfaction.
- Ensuring that two-thirds of visitors fit the “desired visitor” profile.
- Targeting the MICE sector to account for 10% of overnight stays in the long term.
Vienna aims to continue being an economic driver for the city while prioritizing environmental sustainability, job creation, and improved mobility for residents and visitors alike.
Vienna Joins the UN’s Sustainable Tourism Network
Vienna has joined the UN Tourism International Network of Sustainable Tourism Observatories (INSTO). This network monitors tourism’s impact through data analysis, covering economic, environmental, and social factors. It also fosters transparency and aims for greater sustainability in tourism practices.
Dirk Glaesser, Director of Sustainable Development at UN Tourism, praised Vienna’s approach, stating that it offers a model of international best practices by integrating transparency and accountability into its tourism strategy. The addition of Vienna to the INSTO network highlights the city’s commitment to sustainable tourism.
Measuring Success: Vienna’s Destination Observatory
Vienna’s strategy aligns with global sustainability guidelines, measuring success in key areas such as:
- Local satisfaction
- Climate action
- Economic benefits and job creation
- Governance and mobility
- Accessibility and energy management
The city has also introduced stronger regulations around public space management, including restrictions on street vending and short-term rentals in residential areas, to maintain the quality of life for residents.
Action Programs to Support Sustainable Tourism
Vienna’s action programs focus on measurable goals, including:
- Tracking the impact of day visitors
- Promoting sustainable business practices
- Enhancing accessibility
- Ensuring the city’s legacy as a tourist destination
One significant initiative is the development of a White Paper on Placemaking, which aims to create urban spaces that improve the experience for both locals and visitors.
Destination Stewardship: A Collaborative Effort
Vienna’s Visitor Economy strategy promotes a Destination Stewardship approach, where local authorities, hotels, restaurants, cultural providers, and other tourism stakeholders work together to address challenges. Norbert Kettner, CEO of the Vienna Tourist Board, emphasized that cooperation and transparency are core values of the strategy. Regular coordination meetings and information events will ensure ongoing collaboration among all involved parties.
This new phase of the Visitor Economy Strategy positions Vienna as a leader in sustainable tourism, with a clear focus on balancing growth with the well-being of its residents.
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