1.

Overview:

Austria is a highly attractive country and central European land with an appealing mix of
tourist products and activities of interest to the visitor market. However, Austria should
give its consumers / tourists an appealing reason to visit. (ref. 01)

An area of 83,858 square kilometer, Austria consist of (9) independent federal states. The
federal legislation is exercised by the national council (Nationalrat) together with the
Upper House of Parliament (Bundesrat). Austria is the member of European Union, the
United Nations as well as most UN organizations. (ref. 02)

An approximate inhabitant of Austria is 8 million in which 98% speak German and 74%
of the population of Austrians are Roman Catholic, around 5% are Protestant and the rest
follow different faith. (ref. 02)

2. Business Overview & Overall Marketing Plan

Tourism is Austria most important part of economy and ranked 9th worldwide in
international tourism receipts with $ 18.9 billion. (ref. 01)

Austria has ranked among the European tourist countries as the highest and year around
tourist season. Tourist attractions in the capital are 15 state theaters and Vienna State
Opera (which also houses the Vienna Philharmonic); the Vienna Boys' Choir; St.
Stephen's Cathedral; the Schönbrunn and Belvedere palaces; and the Spanish Riding
Academy, with its famous Lippizaner stallions. Just beyond the city boundary are the
Vienna Woods, with their picturesque wine taverns.

About 40 or 50 towns and villages qualify as major resorts for Alpine skiing, and
Innsbruck has been the site of two Winter Olympics, in 1964 and 1976. Mountaineering
is another Austrian specialty. Soccer is a very popular sport. Austria also puts on a
number of prominent annual events for cyclists. Probably the most challenging tour on
the amateurs' program is the "Tour d'Autriche", which has been held every year since
1949. This race through Austria's mountains covers a total distance of almost 1,500
kilometers. Motor racing, motorcycle racing and speedway racing are also extremely
popular sports in Austria. (ref. 06)

However, the global economic crisis of 2008 made international travel demand suffer a
major slow down beginning of June 2008 whistle the growth of international tourism
arrivals worldwide falling to 2% during summer months and growth from January to
April 2008 had reached an average 5.7% compared to its 2007 level. Growth from 2006
to 2007 was only 3.7%, as total international tourism arrivals from January to August
were 641 million tourists, up from 618 million in the same period in 2007. (ref. 05)

Austria has welcomed around 32.58 million travelers worldwide out of which 4.7% have
spent 126.5 million nights, increase by 4.2%.
Tyrol remains the most visited province as it generates 35 percent of all overnights
followed by Salzburg Province (19.4 percent), Carinthia (10.2 percent) and Vienna (8.1
percent).

Austria has unveiled its new slogan, "Das muss Österreich sein" (or "It's got to be
Austria"). Its focus is to emphasize the value of Austrian culture, nature, lifestyle and
tolerance. Linz being named this year as "European Capital of Culture," and the
commemoration of Haydn's 200th death anniversary will certainly attract many
Europeans.

2.1 Organization

After World War II, a division of Austrian National Travel Agency was given a task to
evaluate the condition of hotels and restaurants. In 1955, the foundation was laid for the
Austrian National Tourist Office (ANTO) with a specific task only to promote Austria as
a destination to travel at international level. (ref. 08)

ANTO is the national tourism marketing organization for Austria. The major funds are
contributed by Federal Government (75%), the Austrian Chamber of Commerce (25%)
and also services are rendered on fee basis for Austrian Tourism.

ANTO operates & represents Austria in 30 countries and every year enhancing &
implementing 1500 marketing activities such as advertising, public relations efforts,
event marketing, trade shows and travel trade, online promotions etc. (ref. 010)

2.2 Tourism Budget

The financial global crisis will not affect the Government intention to promote Austria
and hence the budget for 2009 which is euro 52 million out of which marketing activities
will consume (60%) and management cost (40%) of the budget. (ref 010)

2.3 Popular Destination (ref. 011)

a. Vienna:
b. Salzburg:
c. Graz:
d. Linz:
e. Wiener Neustadt:
f. Wald am Arlberg
g. Muhltal
h. Jening
i. Bad Tatzmannsorf
j. Amstetten Region
2.4 Challenges

2.4.1 The un controlled rise in development of tourist industry many cause a

devastation of the natural and cultural heritage in some areas.
2.4.2 Traditional Ski resorts in the Alps such as Kitzbuhel in Austria will disappear
within 20 years due to lack of snow reason Global Warming.
2.4.3 Managing museum work

2.5 Marketing Opportunity

Austria is a well communicated destination throughout the world and great attraction to
residents as well as foreign tourist.

In accordance to the commitment towards tourism marketing, Austria should get

extremely positive revenues. Implementation of marketing plan should reach the markets
with most potential conversion to customers.

We understand that consumers are stressed out and live hectic schedules, they will want
to continue and respond to packages and itineraries that will do the thinking. Such as

2.5.1 Sceneries & Beautiful locations

2.5.2 Shopping & Dining experience
2.5.3 Quality
2.5.4 Convenience & Enjoyment is ensured
2.5.5 Cruise
2.5.6 Convenient Tour
2.5.7 It has to be Exiting, Fun and unique Activities.

2.6 Mission & Vision

Vision
To set the course today for tomorrow’s success – this lies at the core of ANTO’s vision for the future. In
accordance with this principle, ANTO has developed
from the biggest service organisation in Austria’s local tourism industry, to one of the most powerful players in
the European leisure industry.
ANTO is becoming a capable and globally-active “translation bureau.” The needs of the market participants are
explained to the respective “other side”. Our major task: To make Austria “palpable” to its guests…or simply said,
“Be a part of Austria.”

Mission
The statement of our company “Mission” serves to explain who we are, and how are partners perceive us. The
Austrian National Tourist Office is a global network, that …

- collects, analyses, and communicates market information, and processes this knowledge to provide impulses for
new products and offers.

- gives Austria a unique and recognisable tourism image

- offers market-orientated and cost-effective services to Austria’s tourism operators

- has the strength to sustain its own growth

- views the focussing of Austrian tourism on client-orientated services as its highest goal.

- views the success of Austrian tourism through knowledge of the source and potential markets, as well as
through customer orientation and cost efficiency, as its highest goal.

Strategic Cornerstones
Efficient implementation of the brand Holiday land Austria and developing products for holidays in Austria! Well
targeted marketing activities designed to establish Austria as a tourism destination in the source markets,
sustaining its own growth, developing further channels of distribution and further professional development of the
business.

The Austrian government

2.7

2.8

a.
2.9

3.
4.
5.

Tables:
Table ref. 01
 The First 27 Countries
Total Number of Foreign Visitor in
09
Total
Foreign
Countries Visitors %

USA 184 1
Japan 196
Netherlands 213
Cyprus 256
Saudi Arabia 244
Bulgeria 276
UAE 288
Israel 290
Belgium 323
Tunisia 380
Romania 424
Austria 445
Poland 572
Ukraine 616
Slovenia 624
Croatia 874
UK 981
Russia 1047
Germany 1196
Greece 1319
France 1532
Spain 1686
Switzerland 1832
Other Countries 2790

Total Sum 18588

Reference:

1. http://en.wikipedia.org/wiki/Tourism_in_Austria
2. http://www.austria.info/xxl/_site/us/_area/417410/ueberoesterreich.html
3. http://www.huliq.com/12985/switzerland-named-most-competitive-in-travel-
tourism-report
4. http://www.eu-
yellow.com/modules.php?name=Facts&MODE=SHOW&PAGE=Austria%20-
%20Tourism,%20Travel%20and%20Recreation
5. http://en.wikipedia.org/wiki/Tourism
6. http://www.eu-yellow.com
7. http://www.travelvideo.tv/news/austria/02-12-2009
8. http://www.austriatourism.com/xxl/_site/us/_area/477232/_subArea/479981/gesch
ichte.html
9. http://www.eibtm.com/page.cfm/action=Exhib/ExhibID=00041/OSite=06006006
2062_1611
10. www.austriatourism.com
11. http://en.wikipedia.org/wiki