Austria advertising
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| State level | Federation | ||
| position | Cooperation with the Federal Chamber of Commerce | ||
| legal form | society | ||
| Supervisory body (s) | Ministry of Economy | ||
| Consist | Nov. 18, 1954 (as Österreichische Tourismusverberung ÖFVW, today's name from 1989) | ||
| Arose from | Austrian Tourist Office (1917) | ||
| Headquarters | Vienna 3rd , Vordere Zollamtsstraße 13 | ||
| Coordinates | 48 ° 12 '25.6 " N , 16 ° 23' 0.6" E | ||
| Manager | Petra Stolba | ||
| Website |
www.austriatourism.com Holidays in Austria : www.austria.info |
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The Österreich Werbung ( ÖW ), English Austrian National Tourist Office ( ANTO ) , is Austria's national tourism marketing organization . It has existed in its existing form since 1955 and is supported by the Federal Ministry for Sustainability and Tourism and the Austrian Chamber of Commerce (WKO); The president of the association is the respective minister of economy. Similar institutions, summarized under the generic term National Tourist Office , exist in almost all major tourism countries.
The advertising organization for the tourist umbrella brand Holidays in Austria and platform for activities in tourism in Austria is financed from public funds (membership fees) and its own income. In addition to managing the “Holidays in Austria” brand and worldwide marketing, the core tasks include passing on knowledge about guests and markets to the local tourism industry.
Teams of experts support tourist providers from Austria. The ÖW also acts as an information point for the media and vacationers. The core of the guest information is the ÖW holiday service and the austria.info internet portal , which currently presents current information and offers from all over Austria in 20 languages.
history
The history of organized tourism in Austria began in the 19th century. The first tourist offers were found in health resorts and bathing resorts and along the railway lines that were built in the 1840s . With the development of alpinism (the Austrian Alpine Association was founded in 1862, the tourist association “Die Naturfreunde ” in 1895), the mountains became accessible to less affluent people.
Although the First World War led to political and financial instability across Europe, the Austrian State Tourist Office was founded in Vienna during the war in 1917 , which initially served as an information center for travel information and for selling train tickets. It later developed into a travel agency or tour operator, which after 1955 mainly offered trips abroad and was therefore no longer able to act as a marketing organization for Austria's tourism. Today the Österreichisches Verkehrsbüro is the largest private travel company in Austria, which mostly does its business under the brand name of its former competitor Ruefa , which sells trips all over the world.
Since the resolution of the Federal Constitution in 1920, tourism, as it is not listed under federal competencies, has been the competence of the individual federal states , which could and can enact tourism laws and organize their implementation in their own area. Supraregional and international tasks were or are to be carried out by the Ministry of Commerce and later the Ministry of Economics within the framework of national economic policy .
After the Second World War, the ministry promoted the reactivation of tourism advertising by establishing the agency for the reconstruction of the Austrian tourism industry . On November 18, 1954, on the initiative of the ministerial official Harald Langer-Hansel, under Minister of Commerce Udo Illig, the Austrian Tourism Promotion Association (ÖFVW), which has been active since 1955 , was founded as the successor organization to the Austrian Transport Advertising GmbH, which was then only responsible for rail and postal advertising , whose chairman is the Minister of Economic Affairs to this day.
The association was partly supported by the following members:
- Federal government (represented by the ministry; 60% of the budget)
- nine federal states (represented by the office of the respective state government; together 20% of the budget)
- Federal Chamber of Commerce (represented by the Tourism Section, now the Tourism Division; 20% of the budget)
The first branch offices were set up after the Second World War in Budapest , Rome , Hilversum , Paris , Stockholm , Cologne , London and New York City . Later, 15 full-time branch offices were set up in Amsterdam, Berlin, Brussels, Cairo, Frankfurt am Main, Johannesburg, Cologne, Copenhagen, London, Milan, New York, Paris, Rome, Stockholm and Zurich as well as 31 voluntary representations (foreign trade offices of the Federal Chamber of Commerce).
The branch network has changed again and again over the decades. In the time before the Internet and e-mail, the branches in Berlin, Hamburg, Cologne, Frankfurt and Munich, and later also in Stuttgart, were active in West Germany. The desired internationalization of the influx of guests led to the establishment of representations in Barcelona, Madrid, Milan, Los Angeles, New Delhi, Dubai, Beijing, Tokyo and Sydney. After the removal of the Iron Curtain , offices were set up or enlarged in Warsaw, Prague, Budapest, Bucharest, Moscow and Agram.
Representative of the Ministry of Economic Affairs, previously the Ministry of Commerce, in which Österreich Werbung was Anton Würzl in the 1970s and 1980s . In the 1970s, the association decided under its long-term chairman (1970–1983) Minister of Commerce Josef Staribacher to strengthen the national advertising incumbent on the federal states and the individual holiday resorts by means of umbrella campaigns for holidays in Austria. The most prominent poster slogan of the 1970s and 1980s turned out to be In the meadow and dangle your soul , a slightly different quote from Kurt Tucholsky's novel Schloss Gripsholm . On November 29, 1989, the ÖFVW, at that time with Wolfgang Schüssel as chairman, became the Österreich Werbung (ÖW, Austrian National Tourist Office, ANTO ) by resolution of its general assembly . At the beginning of the 1990s, many other Austrian tourism organizations also parted with the term tourism, because for advertising reasons (potential) guests did not want to be referred to as foreigners.
At the end of the 1990s, two federal states no longer wanted to co-finance the ÖW. The Federal Government Schüssel I with Minister of Economics Martin Bartenstein as ÖW chairman then caused all federal states to resign as ÖW members by changing the statutes; they should work with the ÖW as partners and customers in the future.
Since the federal states left the ÖW in 2001, only the federal government, represented by the responsible Federal Ministry (since 2014: Federal Ministry for Science, Research and Economy), with 75% and the Austrian Chamber of Commerce with 25% of the membership fees, are the financiers of the ÖW. The name of the Ministry of Economic Affairs was changed to Federal Ministry for Digitization and Business Location on January 8, 2018 .
organization
The managing director, Petra Stolba since autumn 2006, reports to three operational areas and two staff units:
- Partner Management (support of the most important partners)
- International Market Management (Marketing in the source markets)
- Brand Management (brand management)
- Staff units: strategy and corporate development, corporate communications
The support areas (information technology, accounting, controlling and human resources) are subordinate to the commercial management.
Association headquarters
From 1955 the office was located in a state office building in Vienna 1. , Hohenstaufengasse 3–5, which is now used by the Federal Chancellery . The house was built in 1882/1884 by Otto Wagner for the Österreichische Länderbank .
Before the end of 1979, the association moved to the 4th Vienna building , Margaretenstrasse 1, near Karlsplatz , where it was based until August 2013. Here an information center, originally called Austria Information, was set up on the ground floor , but its importance only declined in the Internet age.
In the second half of 2013, the organization moved to the 4th floor of the former building of the Zentralsparkasse of the municipality of Vienna ( Z ) or Bank Austria (the bank moved out in 1994) in Vienna 3rd , Vordere Zollamtsstraße 13 , between the Museum of Applied Arts and the Wien Mitte train station . The media group around the daily newspaper Der Standard has been based there since the end of 2012 on the ground floor and on the 1st to 3rd floors ; Other companies are located on the 5th to 8th floors. The office building was built 1962–1965 on behalf of the Z after the demolition of the Viennese citizens' theater, which operated here in 1905–1953, in 1960, and was later expanded and modernized.
There is no tourist information point at the new headquarters of the organization.
executive Director
- Paul Bernecker (1955-1965)
- Harald Langer-Hansel (1965–1974)
1974–1999, two managing directors were appointed in accordance with the social partnership and the grand coalition that ruled from 1987 :
- Helmut Zolles and Frank Kübler (1974–1987)
- Klaus Lukas and Frank Kübler (1987–1996)
- Michael Höferer (1996–2001) and Frank Kübler (1996–1999)
- Arthur Oberascher (2001-2006)
- Petra Stolba (since 2006; extended to a further five years in July 2016)
Goals and Strategy
The core tasks of the ÖW include:
- Management of the brand “Holidays in Austria”: The brand makes Austria distinguishable as a holiday destination and conveys the emotional added value of a stay in Austria.
- Processing of the most promising international markets with innovative, contemporary marketing.
- Partner of the Austrian tourism companies and an essential network hub in tourism: The industry benefits from the constantly updated and in-depth knowledge of ÖW about guests and markets
Results of the country, topic and target group analyzes ( Sinus-Milieus ) are regularly made available in country studies and through the guest survey Tourism Monitor Austria (T-MONA). Österreich Werbung tries to identify trends in the tourism industry at an early stage, take appropriate measures and provide hosts with recommendations for action.
The “Holidays in Austria” brand, austria.info
| austria.info | |
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| www.austria.info | |
| motto | vacation in Austria |
| description | Tourism portal of the Republic of Austria |
| languages | approx. 20 |
| Originator | Austria advertising |
| Published | 1995 |
The brand “ Urlaub in Österreich” defines the pioneering market strategy across regions and interests and provides impetus for the future of Austrian tourism. In order to meet the constantly changing economic requirements of the tourism industry, it is necessary to modify the brand in a contemporary way.
According to the new brand definitions, ÖW holidays in Austria should be stimulating, inspiring, sophisticated and spectacular. The new advertising line (since February 2008) particularly emphasizes the combination of different aspects and contrasts that position Austria as a holiday destination in an unusual context (voyage of discovery, “insider tip Austria”). The main slogan of the ÖW back then was “That must be Austria”, and in the past seasons “arrive and revive” (English: “arrive and revive”).
National cooperation
The nine regional tourism organizations have been marketing partners and customers of the ÖW to a very different extent since 2001. One of the most important customers is WienTourismus, as it operates marketing in more than 20 source markets, mostly based on the ÖW branch network. Other important ÖW partners are Tirol Werbung GmbH and SalzburgerLand Tourismus GmbH, which also carry out marketing in a large number of source markets.
The ÖW is a common platform for the municipal tourism associations (unified associations and tourism regions ), as well as for the sectoral cooperations (holiday specialists).
International marketing
Today the organization works in three geographical areas:
- Western Europe
- CEE (Central and Eastern Europe)
- Overseas
These supergroups include locations in the USA, the Netherlands, Great Britain, Belgium, France, Spain, Italy, Switzerland, Hungary, Romania, Russia, Poland, the Czech Republic, Sweden, Denmark, Germany, Arab countries, India, China and Japan. With funding of Austria Advertising Germany of 2013 was Berlin-Charlottenburg opened Austria Park financed.
Web links
Individual evidence
- ^ Alois Brusatti: 100 Years of Austrian Tourism. Historical development 1884–1984 , Federal Ministry of Trade, Commerce and Industry, Vienna 1984.
- ↑ Mention of Würzl as a sponsor of hogast ( memento of the original from July 16, 2017 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice.
- ^ Message from Frank Küblers dated December 2, 2013, then one of the two managing directors
- ^ European Travel Commission
- ^ Holidays in Austria. Retrieved May 21, 2020 (English).
Federation: Österreich Werbung (formerly Austrian Tourist Office )
Countries: Burgenland Tourism | Carinthia Advertising | Lower Austria advertising | Upper Austria Tourism | Salzburgerland Tourism | Styrian Tourism Society | Tirol Advertising | Vorarlberg Tourism | Vienna tourism
Municipalities: Tourist Associations | Tourist regions
Burgenland | Carinthia | Lower Austria | Upper Austria | Salzburg | Styria | Tyrol | Vorarlberg