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Meeting industry in Vienna

2021 meeting statistics

Vienna’s meeting industry was confronted with significant challenges once again in 2021: lockdowns, travel restrictions and limits on participant numbers all meant that profitable operations were possible only to a limited extent. Vienna’s meeting statistics for 2021 showed signs of a reversal in the pattern triggered by the outbreak of the pandemic in 2020. Growth was recorded in all key indicators in 2021, albeit with totals still a long way short of pre-pandemic levels.

Meeting activity largely concentrated in second half of the year

The majority of meetings were clustered together in the early summer, and in September, October and November. In fact, 79% of all events took place in the second half of the year. Both event totals and participant numbers were up 16% on 2020. In all, 1,788 congresses, corporate events and incentives with a total of approximately 140,000 participants were recorded. This translated into about 284,000 overnight stays for Vienna’s accommodation providers (up 7% on 2020), with the majority of the increase attributable to international congresses. The indicators related exclusively to in-person events, as well as hybrid events with in-person participants who generated overnight stays. Additional online-only events and participants are not included in the Vienna meeting industry statistics, as off-site attendance does not generate induced economic or tax impacts for the destination. This reporting method showed that in-person and hybrid events in 2021 reached 33% of the total number of events, 23% of the participants and 18% of the overnight stays recorded in 2019.

Approx. EUR 160 million contribution to GDP

Vienna reported around 5 million overnight stays from all tourism segments in 2021. The meeting industry accounted for 6% of all overnights in Vienna, and congresses continued to dominate, with a 5% share. The contribution made by corporate events was 1%. At EUR 157.13 million, the contribution to GDP attributable to Vienna’s meeting industry was up 3% on the previous year, but still significantly lower than the EUR 954.43 million reported in 2019. Once again in 2021, the lion’s share of this amount – EUR 117.13 million – was generated by international congresses.

EUR 43 million in tax income and around 3,000 jobs secured

In 2021, Vienna’s meeting industry generated tax income of EUR 43.43 million for Austria, with Vienna benefiting from around EUR 5.31 million of this amount. It also secured 2,759 year-round jobs nationwide during the reporting period. Induced economic impact, tax revenue and jobs secured are calculated according to the Event Model Austria, a constantly updated method developed by corporate advisor and Vienna University of Business and Economics lecturer Martina Stoff-Hochreiner.

International congresses still the strongest economic driver

Although the share of the total number of events accounted for by international congresses was relatively low at 13% (225 events), this segment was still behind around three quarters of the economic impact induced during the year, as well as tax income. And it was also the largest single segment in terms of participant numbers, with 32% of the total (44,500). Domestic congresses (347) accounted for 19% of all congresses and 28% of participants (39,900). International corporate events (412) contributed 23% of all meetings and 14% of participants (18,900), while the domestic corporate event segment was the largest with 804 events, or 45% of the total, and 26% of participants (36,900).

Vienna’s role as a UN location a strong asset in an exceptional year

Accounting for 35% of all overnights attributable to congresses, United Nations events were by far the largest single contributor, followed by congresses focusing on human medicine and business/politics, each of which accounted for 16% of the total. Previously – in 2019 – human medicine congresses led the way with a 40% share, followed by scientific and formal science congresses (15%) and business/politics (12%). In 2019, UN congresses were responsible for a share of 6%. Once again, these numbers confirm the importance of extraterritorial organization for Vienna’s congress statistics – especially in years of crisis.

The full 2021 Vienna Meeting Industry Report is available for download at www.vienna.convention.at/en.

CONGRESSES AND CORPORATE EVENTS 2021

Kind of Event
Number
+/- in %
CONGRESSES
572
+0,4%
national
347
-19%
international
225
+57%
CORPORATE EVENTS
1,216
+26%
national
804
+6%
international
412
-16%
TOTAL
1,788
+16%
Kind of Event
Bednights
+/- in %
CONGRESSES
230,173
+13%
national
45,001
-3%
international
185,172
+18%
CORPORATE EVENTS
54,079
-12%
national
27,624
+84%
international
26,455
-43%
TOTAL
284,252
+7%

Vienna Meeting Fund 2021-2023

Support for national and international organizers

To help Meeting Destination Vienna get back on its feet, the City of Vienna initiated the Vienna Meeting Fund 2021-2023 in May 2021. The Austrian capital set a milestone in May 2021 with the Vienna Meeting Fund 2021-2023, for which the Vienna Convention Bureau at the Vienna Tourist Board acts as the funding body. Set up by the City of Vienna, the EUR 4 million fund supports international and domestic organizers who are hosting events in Vienna between now and the end of 2023. In addition to providing support for congresses, the fund is open to events hosted by international (extraterritorial) organizations and corporate events. In 2021 and 2022, support is earmarked for daytime events, with the scheme stipulating an overnight stay element from 2023.

The fund is advertised internationally by the “Vienna: A Pleasure Doing Business” campaign (see below). By December 31, 2021, eight months after the fund was launched, support had been approved in principle for 263 events, with disbursement already completed in 89 cases. Funding approved for these 263 events amounted to more than EUR 2.7 million, meaning that just over two thirds (68%) of the fund has already been allocated. By 2023, around 168,000 participants will attend events in Vienna supported by the fund. As at September 30, 2021, the economic impact of meetings supported by the fund (using the Event Model Austria developed by Dr. Martina Stoff-Hochreiner) was forecast to reach EUR 371 million by 2023.

Vienna: A Pleasure Doing Business

Under the banner of “Vienna: A Pleasure Doing Business.” the Vienna Tourist Board launched an international marketing campaign for Meeting Destination Vienna that was specifically targeted at professional meeting planners. Executed in English, the campaign focused on the components that Vienna offers which make meetings such a success, not just content-wise, but also in terms of their emotional appeal, too. The Vienna Business Agency contributed its expertise regarding Vienna as a location for business.

Nine different ads combined conventional business arguments and commercial leitmotifs with relaxed moments of enjoyment that business travelers could experience before, during or after a meeting. The campaign also drew attention to the Vienna Meeting Fund 2021-2023.

The central campaign site smart4business.vienna.info resolved the emotional soft facts in combination with specific facts and figures relating to Meeting Destination Vienna. Visitors to the site were able to get in touch with the experts at the Vienna Convention Bureau at the press of a button to arrange a personal consultation session covering funding options, hybrid events or out-of-the-ordinary event locations in Vienna.

In the first half of the year, the campaign ran from May 17 until June 17 online and on social media in Germany, the United Kingdom, Switzerland and Belgium, where lots of international organizations are headquartered. In addition, more than 250 backlit posters were put up in high-profile locations in the financial center of Frankfurt, while print ads were placed in specialist media and business journals nationwide in Germany. In total, the spring iteration of the campaign generated 16 million impressions.

In the second half of the year, the campaign ran from October 11 the end of December online in the US, Germany, the United Kingdom, Switzerland and Belgium. Additional print ads in respected business publications such as the Wall Street Journal helped to increase exposure in the key US long-haul market. The campaign was also pitched at meeting planners on-site during leading industry events IMEX America in Las Vegas and ibtm World in Barcelona using innovative hyperlocal targeting technology. In partnership with Austrian National Railways (ÖBB), the Vienna Tourist Board actively promoted the Nightjet service from Brussels and the Railjet service from Munich, which provide a climate-friendly alternative for business travelers.

Internationally Award-Winning Meeting Destination

The statistics published by the two leading meeting industry organizations – the International Congress and Convention Association (ICCA) and the Union of International Associations (UIA) – regularly show Vienna in a top position among cities around the world, thereby identifying Vienna as a top meeting destination. For the first time since the outbreak of Covid-19, the ICCA published its congress statistics, according to which the congress metropolis of Vienna landed in 1st place worldwide in the overall 2021 ranking, ahead of Lisbon and Athens – with 92 congresses held, of which nine were without restrictions, 22 hybrid and 61 virtual (113 congresses were planned). No data from the UIA's 2021 ranking was available by editorial deadline. In 2020, the UIA's counting criteria put Vienna in 5th place with 107 international congresses, after Singapore (738), Brussels (290), Seoul (148) and Tokyo (122), and maintained its position from the pre-Corona year of 2019.

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