Tourism Strategy: Global.Smart.Premium

Created with our expertise, Vienna’s tourism industry and the Vienna Tourist Board as a marketing agency for the destination have set ambitious goals with the 2020 Tourism Strategy.

The success of the strategy is measured using the formula 5x400+20=2020: Compared with 2013, 5 million more overnight stays are to be achieved, €400 million more gained in accommodation revenue, and direct flights offered from an additional 20 major cities worldwide. Experts from Urban Innovation Vienna cooperated in creating the strategy and are now supporting its implementation.


The 2020 Tourism Strategy defines three strategic impact directions for achieving the quantitative goals:


  • GLOBAL Vienna 2020 turns the progressing internationalisation of the city, its prominence as a political decision centre, and economic hub, as well as its role as a cosmopolitan metropolis in Central Europe into a key tourism asset. Vienna positions itself as a “global player” to perform better in the global tourism market.
  • SMART Vienna 2020 combines Vienna’s qualities as a city where sustainable culture is practiced, as a location of smart urban technologies and intelligent mobility solutions into a “Smart Tourism City”, which allows visitors and locals alike an exciting and relaxed, authentic, comfortable, and “green” city experience.
  • PREMIUM Vienna 2020 represents a strategy of quality leadership, which makes the guest experience in Vienna something exceptional and builds on Vienna’s strengths as a city of elegance and exquisite attitude to life. At all stages of the “customer journey” – arrival, as well as sightseeing, gastronomy, or musical and cultural enjoyment – guests should experience premium quality, or so to speak, “a hint of luxury”.


The strategy was created by experts from Urban Innovation Vienna (previously still: europaforum wien) in cooperation with the Vienna Tourist Board and an international advisory board of top-class officials. Stakeholders from the tourism industry were involved in this, as well as tourists themselves, who had the opportunity to present their suggestions as part of an open innovation process.


Since the strategy was presented in autumn 2014, the team at Urban Innovation Vienna has been supporting its implementation with their expertise: In 2016, they created a study which defined starting points for a Viennese events strategy based on an international analysis. In 2017, an investigation into the Viennese “meetings industry” in cooperation with the international consulting firm Roland Berger followed: This analysed the wide business area of congresses, corporate events, and incentives; trends within the content alignment and booking of meetings were identified and conclusions were drawn for an intensified handling of this market segment.


more information on the tourism strategy

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Foto: Christian Stemper - Blick auf die Donau


Vienna Tourist Board


since 2013


Greg Clark, The Business of Cities

Yolanda Perdomo, UNWTO

Karl Wöber, Modul University Vienna

Klaus Heine, Emlyon Business School

Roland Berger GmbH