Tourism marketing is about more than just implementing a concept previously developed in the past – it requires constant enhancement of the marketing strategy, trend-recognition and the capacity to turn market information into concrete marketing measures, in order to look further into the future than the competition, predict market trends accurately and move in the market with greater orientation.

Marketing strategy gives long-term support to short-term decisions. We must broaden our thinking and increase the possibilities, if we are to successfully foster innovation, and surprise our competition before they surprise us!

The Austrian National Tourist Office has continued in its role as a modern, market-orientated tourism marketing agency. ANTO sees itself as a pace-setting and innovative player in Austria’s tourism and leisure industry network.

ANTO and its staff orientate themselves around the following guidelines:

- Client-oriented service
- Marketworthy products
- Growth-oriented strategies
- Cost benefits for clients through joint campaigns (synergy benefits)

Motto: As decentralised as possible – as centralised as necessary

Vision
To set the course today for tomorrow’s success – this lies at the core of ANTO’s vision for the future. In accordance with this principle, ANTO has developed
from the biggest service organisation in Austria’s local tourism industry, to one of the most powerful players in the European leisure industry.
ANTO is becoming a capable and globally-active “translation bureau.” The needs of the market participants are explained to the respective “other side”. Our major task: To make Austria “palpable” to its guests…or simply said, “Be a part of Austria.”

Mission
The statement of our company “Mission” serves to explain who we are, and how are partners perceive us. The Austrian National Tourist Office is a global network, that …

- collects, analyses, and communicates market information, and processes this knowledge to provide impulses for new products and offers.

- gives Austria a unique and recognisable tourism image

- offers market-orientated and cost-effective services to Austria’s tourism operators

- has the strength to sustain its own growth

- views the focussing of Austrian tourism on client-orientated services as its highest goal.

- views the success of Austrian tourism through knowledge of the source and potential markets, as well as through customer orientation and cost efficiency, as its highest goal.

Strategic Cornerstones
Efficient implementation of the brand Holiday land Austria and developing products for holidays in Austria! Well targeted marketing activities designed to establish Austria as a tourism destination in the source markets, sustaining its own growth, developing further channels of distribution and further professional development of the business.