Austria booms from distant Australia
Astrid Mullholland-Licht, Austria National Tourism Office’s Director for Australia and New Zealand [pictured at the actb’07trade show in Vienna recently] says that she is expecting a final figure of 10% growth from Australia to Austria in 2006 and that she will be happy with that result.
With Austria a tiny destination a considerable distance from Australia compared to the UK, it was interesting to hear Astrid say.
“We had done extremely well from Australia to Austria, for example with visitors to Salzburg from Australia up by 25% to 40,000 overnights, putting us in 9th place and Australians spending 113,000 overnights in Vienna, putting us in 9th place in Vienna, which is up 16% on 2005.”
She added, “We have enjoyed consecutive growth from Australia to Austria since a 30% increase in 2004, which then slowed down and now to record growth in 2006, which I believe was based on the phenomenal success of our Mozart promotion,” adding, “I am not expecting the same in 2007, as Mozart was a real pull for us in 2006 and the we do not have the same attractiveness of theme this year, but who knows, the trend is very much upwards.
“A key issue is also that Austria has now become very much established as a must see European destination and Vienna has become recognised as major hub and a major city to visit in Europe, with good connections to other countries including the UK, in addition to being a gateway to the emerging destinations in Eastern Europe – you can even now hydrofoil down the Danube to Budapest.
“The three major areas we promote in Australia are Vienna, the Tyrol and the Salzburg Region, with 37% of business going to Vienna, 27% Tyrol and 15% to Salzburg and the great thing is that we are an all year round destination with summer and ski being our core attributes.
“Another factor is that we are now featured with all the major operators and also some really excellent niche ones, so it is very easy for agents to offer their clients excellent Austria product to suit all their market segement aspirations.”
John Alwyn-Jones
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