Corporate strategy

The Austrian National Tourist Office (ANTO) sees itself as an agent for innovation for Austria’s tourism and leisure industry. Our work is based on:

• Strategies that promote growth


• Products attuned to market demands


• Customer-focused activity

Vision

We want to develop from Austrian tourism’s biggest tourism service organization into a major player in Europe’s travel and leisure sector.

Through services such as thorough market analyses and professional management of information about destinations, markets and affinity groups, we seek to stake out a clear profile as a “knowledge agency”. We operate globally, acting as an interface between supply and demand to promote and facilitate business.

We want to help guests experience Austria, and have defined the values that make up our product: “Vacation in Austria”. Our three values -intensive, cultivated and authentic - are what distinguishes a vacation in Austria from one anywhere else. With the help of this value-based marketing strategy we work to position Austria as the “world’s most charming vacation destination”.

Mission

We are a world-wide network that

• Collects, analyses and communicates market intelligence to develop new products


• Creates a recognizable and unique image for “Destination Austria”


• Provides market-oriented services, and sales assistance to suppliers in Austria’s tourism industry


• Makes the customer-focus of Austrian tourism its top priority

Corporate goals

Our strategic goals are

• To position, cultivate and develop the umbrella brand, “Vacation in Austria”


• To generate growth and value for the Austrian tourism and leisure industry

Our activities in 2008 focus on the following goals:

• Steadily increasing the value of the “Vacation in Austria” brand


• Sharpening our brand’s profile in Austrian tourism’s top source markets


• Anchoring Austria as a tourism destination in its major source markets