Post on 13-Jan-2015
description
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