Vienna Tourism Director On the Rise of Smart Tourist Boards
Photo Credit: The new Learning Center at the University of Vienna School of Business & Economics. Wien University
Skift Take
Vienna represents the missing link to date between the rise of smart city infrastructure development and destination marketing aimed at next generation conference organizers.
The Hofburg Vienna convention center is unparalleled in Europe because it’s located inside what was once the country’s official government palace for the Habsburg Dynasty dating back to the 13th century.
For decades, the Vienna Tourist Board and the Vienna Convention Bureau have positioned Vienna as Europe’s most well-preserved and elegant capital for global meetings and conventions. However, that somewhat obvious destination branding strategy is resonating less and less with the next generation of millennial meeting planners and attendees.
Vienna is a classic case of a mature, iconic destination brand challenged with the need to reinvent its 20th century value proposition (exclusive luxury) for 21st century travel demands (inclusivity, mobility, digital connectivity, lifestyle experiences, personal development).
So last year, the Vienna Tourist Board launched its Tourism Strategy 2020 report based on a 3-part “Global.Smart.Premium.” action plan. The goal is
