Austrian National Tourism office in Australia’s future is secure.
Michael Duscher, Director Overseas Markets for the Austrian National Tourist Office told The Mole in Vienna today that Australia and New Zealand were vital markets for Austria, being third in terms of overnights for countries outside Europe, after the USA and Japan. He also confirmed that the future of the office in Sydney was secure.
Michael described his role as the best job in the ANTO, having responsibility for Austria’s operations in over 30 markets and while many NTO’s are rationalising their international operations, ANTO is expanding theirs with a new office opening in Dubai next week.
Michael confirmed that ANTO’s policy was one of internationalisation, which was designed to shift Austria’s over dependence on large traditionally strong markets, such as the UK, spreading the risk across markets.
Michael said that part of the reason for their overseas expansion was that ANTO is funded 75% by the Government and 25% from the Austrian Chamber of Commerce, with both organisations fully committed to the impact and benefits of tourism to the Austrian economy.
He added that while Austria had great scenery and an excellent range of product that offered visitors all year round activities, it was the people of Austria that made that big difference with their very special and unique “Austrian Charm” making visiting Austria a very special experience, with Austrians much more easy going than the Germans or the Swiss!
He said that Austria aimed to be a mono destination, but recognised that was hard to achieve with so many countries nearby, but whether it was a mono destination or not also depended on the market, with repeat mature visitors knowing that they could visit Austria only and fulfil all their aspirations.
In terms of Australia, he said that while Astrid and her team did an absolutely superb job marketing Austria in Australia, there was a great deal more work to be done in Austria in getting Austrian operators to understand Australia and New Zealand better and what the markets offered their businesses.
ANTO’s total budget is €50m of which management costs are about 30% leaving the balance to be spent on marketing and other activities.
In closing, Michael added that Euro 2008 was a great marketing opportunity for Austria which was jointly hosting the event with Switzerland and for certainty that some marketing activity would be taking place in Australia and New Zealand and also that he looked forward to very long ongoing association with travellers from Australia and New Zealand to Austria.
A special report by The Mole on location in Austria
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