Broad support for Vision T: Launch of Austria's tourism strategy until 2035

More than 200 guests from tourism, business, science, politics, and interest groups accepted the invitation of State Secretary for Tourism Elisabeth Zehetner to the official presentation of Vision T at Schönbrunn Palace. The evening was moderated by Florian Danner, supported by two tourism students, Sarah and Filip, who represented the generation that will shape the future of Austrian tourism. The high level of participation and the lively exchange made one thing clear: the future of Austria as a tourist destination will be shaped collaboratively.

Vision T presents, for the first time, a comprehensive vision for the future of tourism in Austria up to 2035. At its core is a tourism industry that creates value 365 days a year – for businesses, employees, regions, guests, and the people of Austria. The strategy combines the guiding principles of value creation, appreciation, and value preservation with clear objectives and measurable success indicators.

“Vision T is our shared vision for the future. It is the result of broad dialogue with the industry and at the same time a clear mandate for the coming years. Our goal is to further develop Austria into one of the most sustainable, successful and valuable tourism destinations in the world by 2035,” emphasizes State Secretary for Tourism Elisabeth Zehetner.

Concrete targets make this path measurable: The tourism acceptance balance is to increase from the current plus 37 to plus 40 percentage points, and the share of overnight stays outside the four peak season months is to be increased from around 53 to more than 60 percent. With the proposed measures developed in the strategy process, the next phase now begins: the gradual implementation of Vision T together with the partners of the Austrian tourism industry.

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