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November 18, 2019
ECONOMY SUPPLEMENTS TRAVEL

Emanuel Lehner, Regional Manager of the Austrian National Tourist Office (ANTO): A trip to Austria will truly create memories and moments to cherish forever

The Austrian National Tourist Office (ANTO) is Austria’s national tourism organization. Since 1955 the main objective of this association (in the beginning called „Österreichische Fremdenverkehrswerbung“, from 1989 “Österreich Werbung”) has been the promotion of vacation country Austria.

ANTO’s central goal is to secure and expand tourism opportunities and Austria’s competitiveness on this market in cooperation with all Austrian tourism partners. By doing so, ANTO contributes essentially to
increasing Austria’s market share in international tourism.


CORE COMPETENCIES OF THE AUSTRIAN NATIONAL TOURIST OFFICE:

* Development of the brand “Holidays in Austria”. This brand differentiates Austria from other vacation countries and conveys the emotional added value of a stay in Austria.
* Opening up the internationally most promising markets with innovative modern marketing
* Partner of Austrian tourism businesses and essential platform of tourism networking. The tourist industry profits from ANTO’s always up-to-date expert knowledge.


ACTIVITIES

In 2015, ANTO has focused its marketing efforts on three regions:

WESTERN EUROPE, CEE and OVERSEAS COUNTRIES. The markets in these regions cover more than 96 per cent of all overnights (2014: 131.9 million), presenting the biggest potential for Austria’s tourism. In the remaining countries ANTO is the first contact for tourism-related projects.
The range of activities include above-the-line advertising for tourism country Austria, media cooperation, the production of special-interest brochures, the organization of fairs and sales platforms as well as cooperation with local tour operators, travel agents and trainings for the travel agency and event sector.
ANTO also supports Austrian tourism suppliers with customized marketing activities tailored to the respective needs and market chances.
The heart of ANTO’s guest information, besides ANTO’s Information Center (the most comprehensive service and information center for Vacation in Austria), is the Internet portal www.austria.info. Austria’s largest tourism platform on the Internet provides potential guests with ample information and attractions from all over Austria, in 20 languages at the moment.


ANTO’s sales promotion platforms

An essential task of the Austrian National Tourist Office is to bring together Austrian tourism products and market demand. The overall concept of ANTO sales promotion platforms rests on three pillars: Every two years starting from 2013 international tour operators, opinion leaders and journalists from the major tourism source markets get together with hosts and suppliers of Austrian tourism to discuss the business of tomorrow.

In even-numbered years, the atb_sales serves as exclusive trading platform for Austrian products with a focus on sales, i.e. the business of today. Parallel to these two platforms at home, sales promotion platforms customized to the individual needs of the source markets are launched abroad.


ANTO’s focus starting with 2016: “Nature Reloaded”

Starting from 2016, ANTO’s focus will lie on “Nature Reloaded”. This topic will not only be a focus in the communication about the tourism country but will also be launched as a separate ANTO campaign.
What is new about it: The guests will actually experience the marketing promise. ANTO is currently looking for top products suitable for the topic. To support the sector’s product development initiatives, a brochure “Nature Reloaded. Naturbegegnendes Reisen – Ankunft und Erneuerungskraft” (Nature Reloaded. Nature-Encountering Travel – Arrival and Recreation) is available in German language, which, apart from specific content, also includes hands-on recommended action for tourism suppliers.


Our brand

When people think about Austria, Alpine Hiking & Skiing, Vienna’s Imperial splendor and historic architecture often come to mind. True enough, and yet “Holidays in Austria” stands for a lot more! Our brand emphasizes what makes a trip to Austria truly unique for visitors.

The “Holidays in Austria” brand communication targets a highly educated audience of experienced travellers. Travel decisions are not made based on price or convenience alone, but also with a destination’s history and identity in mind. For our guests it is important to be able to experience something truly authentic, as well as to be active and engaged while travelling. Here, Austria is particularly unique in three aspects:

1. Today’s Austria used to be the center of a grand, multi-ethnic empire with tremdenously varied cultural influences. Over the centuries, this created a fertile ground for innovation within Austria’s art and culture. Today our imperial history and its many sights are still a major reason to visit . In Austria, tradition and modernity create a most interesting juxtaposition.

2. Austrians know how to live well. We even have a name for it, “Gemuetlichkeit”. Austrians are a relaxed, warm and charming bunch and the Austrian way is all about the good life!

3. In Austria we have a long tradition of hospitality and we like our guests to not only feel welcome, but we aim to make sure that their stay is a truly memorable one. We love to give our guests ideas and insider tips, encourage them to seek out new places and try new things. After all, there is tons to discover and experience on Holidays in Austria.


NATURE AND SCENERY

From the Alps to the banks of the Danube , Austria is a truly beautiful place with majestic mountains, dense forests, amazing lakes and famous cultural landscapes waiting to be explored. Discover our countryside at your own pace – slow and relaxed or a bit more sporty. Let the locals show you the way.


CULTURE

Our imperial heritage and cultural legacy is world famous, and our contemporary cultural scene is innovative and exiciting. Cultural experiences and events abound – not only in the major cities, but also in many charming small villages in the country.


FOOD AND WINE

First rate restaurants, world-class wines, and a dedication to locally sourced and organic ingredients define Austria’s culinary landscape. Austrian cuisine is tasty, of highest quality, and creative. The secret ingredient: passionate, innovative chefs and winemakers.


REGENERATION

Travel should always offer a healthy dose of regeneration and renewal. In Austria you will find mineral springs and water with healing qualities, the air quality is amazing and fosters regeneration, and mountains and lakes beckon you to be active. A holiday in Austria may stimulate your desire for healthy living, even after your trip.


ENCOUNTER

Austrians love to be hosts. We love to engage with our guests and show them the treasures of our country and share our secrets. If some of our joy of life and “Gemuetlichkeit” rubs off on you, even better.


A LASTING IMPRESSION

Guests that spend some time in Austria feel more relaxed and are therefore eager to discover new and authentic experiences. The organic interplay between regeneration and the excitement of the new provides inspiration and fresh energy. A trip to Austria will truly create memories and moments to cherish forever, and a sense of joy that will last even after you are back home.

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