Maintaining international networks and continuing constructive collaboration with long-standing contacts – irrespective of the conditions in the individual markets – shaped the Vienna Tourist Board’s B2B market development strategy in 2021. It also focused on pursuing closer contacts with leading key accounts in the individual markets with a view to reinstating personal exchange and facilitating an uninterrupted flow of information regarding the current situation in Vienna (established or new experiences, connections, rules for incoming travelers, offers etc.).  

In light of the volatile situation (markets opening and closing at short notice), market monitoring activities were stepped up to make sure that activation windows and potential slots for promoting product sales could be used without delay. In the second half of the year, the team prioritized a broad-based activation drive to generate bookings and raise awareness of Vienna as a destination. The focus was on destination training, participation in selected networking platforms and pursuing a wide range of partnerships with tour operators. The return of international famtrips also allowed operators to experience various products in person in Vienna.

In total, the Vienna Tourist Board held around 60 virtual and in-person events in 14 markets in 2021 with around 4,600 B2B contacts, and kept the international travel industry up to speed on current and upcoming developments in the city.

A major focus of B2B marketing activities in 2021 was the luxury segment. The market management team brought together the different providers and specifically positioned them in corresponding customer networks. To achieve the desired outcome, the Vienna Tourist Board teamed up with luxury travel networks and industry gatekeepers such as Virtuoso and Traveller Made, as well as the Forum Club private members club, the Quintessentially concierge association, and personal assistants’ association The PA Club. Collaboration with Vienna-based stakeholders played an important role in the process. The experts from the Vienna Tourist Board also participated in specialist B2B platforms such as the luxury ILTM fair in Cannes, the T-Fest luxury workshop in Dubai and the Private Luxury Forum in Mexico. The selection of the “Most Desired Preferred Destination 2021” by 3,500 luxury travel designers in the Traveller Made luxury travel network rewarded Vienna’s efforts to position itself as an international luxury travel destination, while also coming as confirmation that Vienna offers everything that luxury travelers are looking for in a destination: exclusivity, uniqueness and premium quality across the board. The Austrian capital saw off stiff competition from Zurich, Japan, New Zealand, South Korea and Australia en route to picking up the coveted title.

Virtuoso, an international luxury travel network centered on North America, and Spanish tour operator association CEAV – two of the most influential travel industry associations – both met in October in Vienna. In partnership with the Austrian National Tourist Board, the Vienna Tourist Board supported and serviced the events in the city and helped to network participating multipliers with Viennese industry representatives.

Shown for the first time in 2021, the Vienna Tourist Board’s film “Vienna – A luxurious journey”, which reveals the city’s opulent side, targets luxury travelers and gatekeepers.

Under the pioneering “Air Service Development” agreement, the Vienna Tourist Board and Vienna International Airport have been working together since 2016 to bring new direct flights from major cities worldwide to the Austrian capital. The Vienna Tourist Board and Vienna International Airport reaffirmed their commitment to bringing new international long-haul services by network carriers to Vienna with the signing of the “Smart Air Service Development 2021-2025” agreement. International links are a core focus not just for Vienna as a tourist destination, but also for the city as a major international capital.

“Rail Service Development” is another key aspect of mobility. This includes collaboration with Austrian National Railways (ÖBB) and Deutsche Bahn. The goal is to position Vienna as Europe’s Nightjet hub. In partnership with ÖBB, the Vienna Tourist Board has actively promoted the Nightjet services from Brussels and Amsterdam and the Railjet service from Munich, which provide a climate-friendly alternative for leisure and business travelers.