Vienna / Bregenz – The long term competitiveness of Austria as a holiday destination against overseas destinations is the stated goal of this strategic alliance. Through a coordinated marketing strategy and development of the appropriate products, the group aims to achieve a 3.3% increase in actual turnover per annum – which converts into an increase in international visitors of 1.8% per annum.

According to a WIFO (Austrian Institute for Economic Research) study published recently by the BMWA (Federal Ministry for Economic Affairs and Labour), Austria has not increased its market share as a holiday destination in the last few years. In view of the increasing competition from other holiday destinations, the Austrian tourism industry needs to make a concerted approach to protect and develop its market share. With this in mind, nine regional tourism organisations and the Austrian National Tourist Office have formulated an ambitious plan. Dr Petra Stolba, Chief Executive of the Austrian National Tourist Office and Christian Schützinger, Director of Tourism of the Province of Vorarlberg and currently spokesperson for the nine LTOs, declared at a meeting of the “Alliance of Ten”, “we intend to grow more quickly than the rest of Europe!”

A concerted drive for internationalization, taking into account the varying stages of development of each market sector is key to future competitiveness. From 2009 tourism should see real growth of 3.3% per annum. This equates to an annual increase of 1.8% in the number of overseas visitors and an increase in overnights of more than 1% per annum.

This revenue target, measured in overseas visitors, can only be achieved with a concerted strategic marketing plan, which has been agreed by the ANTO and the nine LTOs up to summer 2008. In addition, appropriate offers and products must be created with internationalization in mind – for example working with external partners to give the right message to hotels and resorts.

“We have an obligation to our hotels and industry partners to consider the future of the tourism industry for both the short and long term. So common goals and a concerted marketing campaign are a matter of great concern for us all”, says Dr Petra Stolba. “We began this intensive cooperation with an analysis of the status quo of the nine regional tourism organisations. We are now concentrating on common goals and are very pleased with the constructive atmosphere and level of commitment shown at the meeting”, said Christian Schützinger. The participants are all agreed: “Through sharing of resources and clear agreement on division of roles we will achieve the best results for Austrian Tourism”.

Further information:
Vorarlberg Tourist Office, PR, Christina Fussenegger, Tel 00 43 5574/42525-26
christina.fussenegger@vorarlberg.travel

Austrian National Tourist Office, Eleonore Gudmundsson, Tel 00 43 1/58866-299
eleonore.gudmundsson@austria.info


Noteable facts:

- The tourism and leisure industry contributes significantly to Austria’s national economy. 91,500 businesses operate in this important branch of the economy.

- The direct and indirect value added by the tourism and leisure industry in 2005 was Euro 40.53 billion, or 16.5% of GDP.

- Austria’s tourism and leisure industry enjoys/has an outstanding place in international competition. In 2006 Austria received 30.12 million overseas visitors (+2.7%) and achieved 119.32 million overnights (+0.1%).

- The importance to the national economy of the tourism and leisure industry is also reflected in the employment figures. According to the TSA in 2005, direct and indirect employment from the tourism industry equalled more than 730,000 full time jobs. Around one in every five full time job was therefore generated by the tourism and leisure industry.

- Revenue from overseas visitors reached around Euro 15.7 billion in 2005. Austria was No. 1 in 2006 among the larger developed countries with revenue of around Euro 1,900 per head from overseas visitors.

- In 2006 the total spent by holiday guests, business visitors and day trippers exceeded the magic Euro 30 billion mark.