Vienna Announces New Phase of Visitor Economy Strategy (2025)

Under the banner of 'Optimum Tourism,' the Vienna TourismBoard has unveiled the next phase of its Visitor Economic Strategy, setting aclear course for sustainable balanced tourism.

Highlights of the strategy include a stronger focus onresident satisfaction, targetedgrowth in cultural and MICE segments, a new partnership with UN Tourism’sINSTO Network and steps to include traffic calming measures in Vienna’s citycenter to better managing public space and preserving quality of life.

Visitor Economy Strategy: Vienna Sets Course for GoodGrowth in Tourism

This new phase focuses on goodgrowth and balancing the needs of locals and visitors. Keys points include:

• Three objectives to shape tourism effectively
• Support from residents and visitors as the corefoundation
• Strong focus on cultural tourism, the meetingindustry, and luxury visitors
• Destination Stewardship: shared goals and sharedresponsibility
• Global standards and transparency throughpartnership with UN Tourism
• Action Programs: flexible action, and stricterrules for public spaces

Optimum Tourism –Mission for Good Growth

Objectives designed to ensure Vienna’s tourism sectorremains successful in the future as a blueprint for sustainable growth include:

• Maintain the “sweet spot” between residentsatisfaction and visitor satisfaction
• Two-thirds of Vienna’s visitors should match the“desired visitor” profile
• One-tenth of overnight stays should come fromthe meeting sector in the long term

Key Indicators: Commitment and Transparency Through GlobalStandards

Tourism must remain an economic driver, create jobs, serveresidents, support mobility and ensure barrier-free accessibility whileprioritizing climate protection and careful use of resources.

Vienna Joins UN’s INSTO Network

Vienna is now part of the UN Tourism International Networkof Sustainable Tourism Observatories (INSTO), a network of institutions thatmonitor tourism developments through data and metrics, analyze economic,environmental and social impacts, promote transparent exchange, and pursue apath towards greater sustainability.

Vienna’s Strategy: A Global Role Model

“INSTO ensures transparency and accountability. Through itsVisitor Economy Strategy which now has the integration into INSTO at its core,Vienna provides an example of international best practice that demonstrates theimportance of developing a relevant strategy, while at the same time conductingregular and transparent analysis to keep tabs on the progress of implementation,”said Director of Sustainable Development at UN Tourism, Dirk Glaesser.

A Compass for the Industry: Vienna’s Destination Observatory

Aligned with guidelines set out by UN Tourism, DestinationObservatory measurements include:

• Local Satisfaction
• Climate Action
• Economic Benefits
• Employment
• Governance
• Mobility
• Seasonality
• Accessibility
• Energy Management
• Solid Waste Management
• (Waste) Water Management

Governance Issue Area: Public Space – a SharedResponsibility

Key achievements include the tightening of street vending inthe zoning ordinance, largely prohibiting short-term rentals in residentialzones, promoting diversity of local suppliers and preventing souvenir stallsfrom taking over. At the federal level, the legal basis for traffic calming incities and municipalities is being introduced.

Strategy as Flagship, Action Program as Rapid Response

The initial round of Action Programs is dedicated to thefollowing topics:

• Quantification of day visitors
• Placemaking (White Paper)
• Sustainable businesses
• Sustainable arrivals
• Accessibility
• Legacy

Placemaking Action Program: Vienna’s Expertise for GlobalCities

Developing a White Paper on Placemaking as part of itsPlacemaking Action Program to explore ways of creating urban spaces thatenhance quality of stay for both residents and visitors.

Destination Stewardship – Visitor Economy is a Team Sport

Vienna Tourist Board CEO Norbert Kettner says that Viennawill take a Destination Stewardship approach bringing together the city’sadministrators, hotels, restaurants, cultural and leisure providers, themeeting industry, and other Visitor Economy players to tackle challenges attheir respective decision-making levels.

He explained that "With a sense of shared responsibility,as well as transparency and commitment, and through regular coordinationmeetings and information events – the idea of cooperation is a core pillar ofour strategy,”

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