Vienna is redefining urban tourism with a strategy aimed at benefiting both residents and visitors alike — placing conference goers and 'cultural tourists' at the heart of its future.
The Austrian capital has unveiled the next phase of its Visitor Economy Strategy, first introduced in 2019. Dubbed “Optimum Tourism,” the new plan aims to foster "good growth"—a model that emphasises sustainable tourism, high resident satisfaction, and a stronger economic contribution from fewer, 'more purposeful' visitors.
“Do not destroy what your audience loves you for,” said Vienna Tourist Board CEO Norbert Kettner. “We want growth that enhances the city, not exploits it.”
The strategy has three core goals. First, maintaining the “sweet spot” between resident and visitor satisfaction. Surveys by research institute Manova show that nine out of 10 locals and tourists rate tourism in Vienna positively, providing a strong foundation for the next steps.
Second, Vienna plans to ensure that two-thirds of all visitors align with the city’s “desired visitor” profile: individuals with a strong interest in art and culture, business travellers attending conferences, and luxury tourists. These travellers spend more, stay longer, and integrate more harmoniously into the city.
In 2024, Vienna recorded 19 million overnight stays. The city wants to ensure that the majority of these stays come from high-value guests who support local businesses and avoid contributing to overcrowding or strain on public spaces.
The third objective targets the city’s booming conference and meetings industry. Vienna wants 10 per cent of overnight stays to come from this sector, which already accounted for nine per cent in 2023. Meeting visitors, Kettner notes, often blend seamlessly into the city and tend to spend more on quality experiences.
Long-term, this mix of cultural and business tourism is seen as key to economic resilience.
To support its strategy, Vienna is also joining the UN’s International Network of Sustainable Tourism Observatories (INSTO), ensuring global accountability and benchmarking. The city’s Sustainable Destination Observatory will track everything from local satisfaction to climate action and waste management.
At the same time, Vienna is tightening regulation of public space use, restricting short-term rentals and souvenir stalls in residential zones, to protect city life for its 2 million residents.
With tourism numbers surging again post-pandemic, Vienna hopes to lead by example—showing that a thriving visitor economy can be designed for the benefit of all.
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
