Find below the programme of the fireside chats for the following days.
Please note that registration for these slots was necessary in advance.
Thursday, 16. January 2025
11:20 - 11:40
Nachhaltigkeit in Österreich – was erwarten unsere Gäste?
Wie steht es um die Nachhaltigkeitsaffinität unserer internationalen Gäste? Was erwarten sie? Was fehlt ihnen auch noch? Wir haben uns 7 Herkunftsmärkte im Detail angesehen (Deutschland, Niederlande, Italien, Polen, UK, USA und Asien) und geben Einblicke in die Österreich-Reisen aus Nachhaltigkeitsperspektive dieser Gäste. Dieser Talk wird auf Deutsch stattfinden und richtet sich an österreichische Aussteller:innen. Moderiert von Katrin Erben – Expertin für Nachhaltigkeit bei der Österreich Werbung.
13:20 - 13:40
Resort presentation Narzissendorf Zloam — a place of timeless escape & natural beauty.
Experience crystal-clear waters & stunning mountain landscapes in Salzkammergut-Ausseerland, Austria's most lake-rich region in the heart of the Alps. Stay in our traditional Aussee-style houses & apartments, featuring kitchens, private saunas & spacious living rooms for cherished moments with the whole family. Create unforgettable memories while experiencing our on property unique variety of indoor and outdoor activities (e.g., horseback riding, archery, wood crafting, ice skating & more) or enjoy a nice dinner at our restaurant.
14:00 - 14:40
Deep dive: On the agenda of Austria’s winter tourism industry
Winter tourism is one of the most important pillars of value creation for many regions in Austria and a benchmark for other countries. Our tourism is characterised by a wide variety of offers and the integration of sustainable processes into daily operations and structures. In the past, Austria's tourism industry has already been characterised by its ability to deal with change and pursue new, innovative approaches. Transformation will also define the coming years, for example due to climate change, new potential demand or the increasing age of our winter guests. As part of the deep dive, the efforts will be outlined with representatives of the industry. This session will be held in English and has international participants as target audience.
14:40 - 15:00
REMASSURI: A spectacular show celebrating Viennese music from past to present!
Step into the world of REMASSURI, Vienna’s newest stage sensation! André Heller, Ursula Strauss, and Ernst Molden bring their talents together to celebrate Viennese musical tradition – from Schubert to Falco, Strauss to contemporary artists. This spectacular show is the perfect addition to Vienna’s cultural attractions, blending music, art, and atmosphere into an unforgettable experience. Starting March 2025, REMASSURI is a must-see for locals and visitors alike!
15:20 - 15:40
Universalmuseum Joanneum – 20 museums and 1 zoo
The Universalmuseum Joanneum presents attractive exhibitions for people of all ages! Highlights include Schloss Eggenberg, which celebrates its 400th anniversary in 2025 and offers unique journeys through time: state rooms, gardens, Alte Galerie, Coin Cabinet and Archaeology Museum make it a versatile excursion destination. Art enthusiasts will find a multifaceted offering in the Kunsthaus Graz and the Neue Galerie Graz, while the Natural History Museum is all about animals, plants and rocks. Historical testimonies can be found in the Styrian Armoury and the History Museum. The museums in Schloss Stainz, Schloss Trautenfels Castle, the Rosegger Museum Krieglach and Rosegger’s Birthplace Alpl are ideal for a trip to the countryside.
16:00 - 16:20
Gastein: From Traditional Regional Marketing to Brand Marketing
On November 25, 2024, Gastein launched its new communication message, "Gastein – Willkommen im Off", marking a pivotal shift: moving away from traditional regional marketing towards emotional brand marketing. The goal? To recharge the Gastein brand in its target markets and make it emotionally tangible. CEO Jürgen Bess offers exclusive insights into the brand's development—from its visual identity and imagery to messaging and communication planning. Discover how Gastein combines innovative, funnel-based brand communication with clear USPs, creating a seamless bridge from inspiration to booking.
20:00 – 24:00
Hospitality Suites – Natrual History Museum & Heidi Horten Collection
On Thursday evening, all ATB participants can visit the hospitality suites and switch between the suites during the evening. One suite will take place next year in the Heidi Horten Collection and the second hospitality suite will be organised by the Natural History Museum.
In all suites, the focus will be on networking and exchange between ATB participants. Enjoy traditional Austrian delicacies & drinks in unique locations.
Friday, 17. January 2025
10:00 - 10:20
Vienna Sightseeing Tours & Vienna Pass
Discover Vienna's most beautiful sights with Vienna Sightseeing Tours, whether you use our HOP ON HOP OFF buses or our Vienna PASS and Vienna FLEXI Pass. The Panoramabahn Schönbrunn shows you the majestic Schönbrunn Palace grounds in a comfortable way. On our many guided tours we show you the most beautiful places such as Hallstatt or Salzburg. With the Vienna City Card you can use all public transportation for 24h, 48h, 72h or 7 days - optional add-ons are Hop-On Hop-Off and Airport Transfer!
10:40 - 11:00
„KI auf Reisen“ – Wohin geht die Reise?
Während internationale Player wie Google den Markt dominieren, steht Europa vor der Herausforderung, eigene Wege in der KI-Wertschöpfung zu schaffen. Heute helfen KI-Anwendungen bereits bei smarter Reiseplanung, optimieren Buchungsprozesse und schaffen personalisierte Erlebnisse. Der Vortrag gibt Einblicke in konkrete Use Cases und wagt einen Blick in die Zukunft, in der KI-Agenten das Reisen auf ein neues Level heben: vom automatisierten Concierge bis hin zu umfassenden, individuellen Reiserouten in Echtzeit. Die Frage ist klar: Werden wir in Europa die Potenziale der KI im Tourismus nutzen, bevor andere den Ton angeben? Moderiert von Teresa Karan – Head of technische Systeme und Channel-Entwicklung bei der Österreich Werbung.
11:20 - 11:40
Sustainability in Austria – why Austria’s tourism industry is on the right track
Austria’s Plan T – Masterplan for Tourism is aiming for Austria to become one of the most sustainable tourism destinations in the world. But what does that mean? What changes and ongoing processes are already happening in the country and what impact does a sustainable vision have on the tourism products? This session will be held in English and has international participants as target audience. Hosted by Katrin Erben – Sustainability Expert at Austria Tourism.
