Dear friend of Austria,
Before we dive into some exciting spring news about Europe's Cultural Capital, a hotel newcomer in Vienna, and excitement in the culinary scene in Austria, we want to introduce you to our new communications strategy!
Last week, Austria Tourism launched its new communications strategy based on a distinct feeling when visiting the country.
Austria is often described as a perfect combination of nature and culture experiences right in the heart of Europe. Austria Tourism’s new communications strategy, however, goes beyond the obvious attributes of the country and focuses on the unmistakable feeling that guests take with them from their time spent in Austria.
Meet the Austrian Lebensgefühl, a distinct approach to life that exudes a perceived effortlessness, enjoyment, and ease. Experience first-hand the lightness of the Austrians who like to philosophize about the meaning of life over a glass of wine. You feel the calmness of not taking things all too seriously. You feel welcome when a charmingly grumpy waiter comments on your order with some snark. And of course, in Austria, we love to indulge. Be it a still-warm homemade piece of cake, or the exuberant atmosphere at a concert.
The Austrian attitude to life is transferred from one person to another. This is reflected in the contagious laughter of the elderly host at an alpine hut with whom you quickly start a conversation. It is evident in the museum guide’s enthusiasm as she carries on about the meaning of the paintings. It shows up in the ski instructor’s relaxed attitude as he encouragingly downplays the steepness of the upcoming run.
“In a world where every destination highlights its attributes and sights, we asked ourselves what truly matters when you travel. Is it the specific sights and experiences, or rather the feelings and emotions it stirs? In Austria guests find it easy to become part of the cultural tradition, part of Alpine life, part of Austria's hospitality”, muses Michael Gigl, Head of Market USA for Austria Tourism. “What really sticks with you are these encounters with people and the Austrian’s distinct approach to life.”
The new communications approach was officially launched last week by Astrid Steharnig-Staudinger, CEO of Austria Tourism, at ITB in Berlin in front of a global travel industry audience.
A brand-new video serves as the first visual expression of Lebensgefühl and showcases heartfelt encounters between travelers and hosts.
Before we dive into some exciting spring news about Europe's Cultural Capital, a hotel newcomer in Vienna, and excitement in the culinary scene in Austria, we want to introduce you to our new communications strategy!
Last week, Austria Tourism launched its new communications strategy based on a distinct feeling when visiting the country.
Austria is often described as a perfect combination of nature and culture experiences right in the heart of Europe. Austria Tourism’s new communications strategy, however, goes beyond the obvious attributes of the country and focuses on the unmistakable feeling that guests take with them from their time spent in Austria.
Meet the Austrian Lebensgefühl, a distinct approach to life that exudes a perceived effortlessness, enjoyment, and ease. Experience first-hand the lightness of the Austrians who like to philosophize about the meaning of life over a glass of wine. You feel the calmness of not taking things all too seriously. You feel welcome when a charmingly grumpy waiter comments on your order with some snark. And of course, in Austria, we love to indulge. Be it a still-warm homemade piece of cake, or the exuberant atmosphere at a concert.
The Austrian attitude to life is transferred from one person to another. This is reflected in the contagious laughter of the elderly host at an alpine hut with whom you quickly start a conversation. It is evident in the museum guide’s enthusiasm as she carries on about the meaning of the paintings. It shows up in the ski instructor’s relaxed attitude as he encouragingly downplays the steepness of the upcoming run.
“In a world where every destination highlights its attributes and sights, we asked ourselves what truly matters when you travel. Is it the specific sights and experiences, or rather the feelings and emotions it stirs? In Austria guests find it easy to become part of the cultural tradition, part of Alpine life, part of Austria's hospitality”, muses Michael Gigl, Head of Market USA for Austria Tourism. “What really sticks with you are these encounters with people and the Austrian’s distinct approach to life.”
The new communications approach was officially launched last week by Astrid Steharnig-Staudinger, CEO of Austria Tourism, at ITB in Berlin in front of a global travel industry audience.
A brand-new video serves as the first visual expression of Lebensgefühl and showcases heartfelt encounters between travelers and hosts.
Lebensgefühl Video
Lebensgefühl
For more information, please reach out to:
Sigrid Pichler & Helen Bitschnau
Managers of Public Relations
Austrian Tourist Office New York City
sigrid.pichler@austria.info; NEW PHONE NUMBER (646) 418 0701
helen.bitschnau@austria.info; NEW PHONE NUMBER (646) 418 0699
www.austria.info
Austrian Tourist Office New York City
sigrid.pichler@austria.info; NEW PHONE NUMBER (646) 418 0701
helen.bitschnau@austria.info; NEW PHONE NUMBER (646) 418 0699
www.austria.info
Bad Ischl Salzkammergut Villa Seilern © Austria Tourism / Lisa Eiersebner
European Capital of Culture Bad Ischl Salzkammergut
The European Commission has been awarding the 'European Capital of Culture' designation annually since 1985. The project aims to highlight the incredible diversity of cultures and what they have in common, promoting a better mutual understanding among European citizens.
The Bad Ischl Salzkammergut 2024 program explores the defining elements that shaped the region's past, present, and future through art. Bad Ischl and 22 towns in the Salzkammergut region, spanning across the provinces of Upper Austria and Styria, present their cultural and modern diversity in 2024, guided by the motto "Culture is the new salt." The program is integrated naturally into everyday life in the region, guaranteeing high authenticity. Each participating town has its own DNA, making exploring the region especially fun and exciting. Four program lines highlight new ideas for the future and showcase the region's wealth of traditional and contemporary art. The goal is to entertain as well as to encourage critical discussion and create space for reflection.
The Bad Ischl Salzkammergut 2024 program explores the defining elements that shaped the region's past, present, and future through art. Bad Ischl and 22 towns in the Salzkammergut region, spanning across the provinces of Upper Austria and Styria, present their cultural and modern diversity in 2024, guided by the motto "Culture is the new salt." The program is integrated naturally into everyday life in the region, guaranteeing high authenticity. Each participating town has its own DNA, making exploring the region especially fun and exciting. Four program lines highlight new ideas for the future and showcase the region's wealth of traditional and contemporary art. The goal is to entertain as well as to encourage critical discussion and create space for reflection.
Anantara Palais Hansen Vienna © Anantara Palais Hansen Vienna
Anantara Palais Hansen Vienna is open
Built in 1873 by one of Vienna’s leading architects, Baron Theophil Edvard von Hansen, and an integral part of the city’s rich heritage, the Palais Hansen has become the home of Anantara Palais Hansen Vienna this month. The new 5-star hotel is Vienna's most recent addition to its luxury hotel scene and impresses with its Neo-Renaissance grandeur and luxury.
Guests enjoy a coveted location on the Ringstrasse, with the city’s leading museums, theaters and coffeehouses within walking distance, and then return to Michelin-starred dining at restaurant Edvard and a luxurious spa to unwind. Inspired by Greek antiquity, Theophil Hansen's architectural signature is still clearly recognizable. Original elements from the World's Fair period of the late 19th century, including the grand staircases, provide striking features in the Anantara Palais Hansen. The presidential suite is, in fact, the largest in Vienna. The hotel also delivers a reminder that Vienna is one of the most important meeting destinations in Europe. The numerous function rooms provide an impressive setting for any type of meeting. Though aesthetically the Palais Hansen embodies Vienna's illustrious history, the underlying amenities are every inch the technological state of the art.
Guests enjoy a coveted location on the Ringstrasse, with the city’s leading museums, theaters and coffeehouses within walking distance, and then return to Michelin-starred dining at restaurant Edvard and a luxurious spa to unwind. Inspired by Greek antiquity, Theophil Hansen's architectural signature is still clearly recognizable. Original elements from the World's Fair period of the late 19th century, including the grand staircases, provide striking features in the Anantara Palais Hansen. The presidential suite is, in fact, the largest in Vienna. The hotel also delivers a reminder that Vienna is one of the most important meeting destinations in Europe. The numerous function rooms provide an impressive setting for any type of meeting. Though aesthetically the Palais Hansen embodies Vienna's illustrious history, the underlying amenities are every inch the technological state of the art.
DAS EDELWEISS Salzburg Mountain Resort in Grossarl © DAS EDELWEISS Salzburg Mountain Resort / Matthias Dengler
The MICHELIN Guide returns to Austria
The MICHELIN Guide is partnering with Austria Tourism and eight Austrian regional tourism associations, for the launch of a new national Austria selection. The upcoming MICHELIN Guide Austria will be released in January 2025.
The Guide’s famously anonymous inspectors have been deep-diving into the Austrian culinary landscape since 1983 with the reveal of the very first Vienna selection, followed by Salzburg in 1986. Since 2010, Vienna and Salzburg have been part of the MICHELIN Guide Main Cities of Europe edition, but since the Covid-19 crisis, starting in 2020, the Guide decided to highlight each destination of the Main Cities of Europe selection individually and stop producing this collective edition.
"These past few years, the positioning of Austria as an appealing, global destination has been hard to miss, with the rise of its culinary and hospitality offer country-wide, conjugating the authenticity of the diverse regions and effervescent urban areas. My inspectors were delighted to begin in-depth field work to highlight the wonders of the entire country and the excellency of hospitality in all its dimensions, thanks to highly-talented professionals,” commented Gwendal Poullennec, International Director of the MICHELIN Guides. “With this national selection, we are underlining, more than ever, how appealing Austria is for discerning travelers looking for unforgettable moments. Thanks to the ambition and unwavering passion of the local talents, one can enjoy a varied gastronomic journey, from regional Beisl specialties such as Tafelspitz, Nockerl and Kaiserschmarrn, to more contemporary and cosmopolitan influences. Our famously anonymous inspectors have enlarged their scope, from Vienna and Salzburg, to every region; seeking the best culinary gems and the most exciting discoveries to share. From now on, a weekend break in Austria will no longer suffice.”
MICHELIN works with Destination Marketing Organizations and tourism boards to promote the tourism industry in their respective locations. However, The MICHELIN Guide’s selection process remains completely independent, as its teams of anonymous inspectors are fully in charge of making the selections. The MICHELIN Guide only partners with the Austria Tourism and eight regional tourism associations for marketing and promotional activities.
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