Vision T – The Tourism Strategy for Austria In 2026, the Ministry responsible for tourism published a new national tourism strategy: Vision T. Under the heading "Tourism in Austria: Valuable for Everyone – 365 Days a Year" it lays down guidelines for sustainable development of tourism and serves as a guide for political decisions at all levels.
Vision T's goal is to make Austria, by 2035, one of the most sustainable, successful and valuable tourism destinations in the world – for businesses, employees, regions, visitors and locals alike. It is guided by a compass of strategic values aligned towards creating, preserving and appreciating value and identifies five strategic fields of action that are crucial for successfully shaping the future of tourism in Austria. For each field of action, it outlines a clear scenario for 2035, highlights key trade-offs and sets strategic priorities as a basis for concrete action plans.
Fields of action
- Economic strength & resilience: developing the diversity, quality and innovative strength of our tourism businesses and regions, expanding their economic scope for action and thereby increasing their resilience to crises.
- Labour market & Skilled workers: offering meaningful work, employment models tailored to different stages of life and modern education and training, so that Austrian high-quality tourism has the staff it needs for its distinctive hospitality.
- Innovation & Digitalisation: driving forward product development, future technologies and digitalisation to enhance the quality of the guest experience, the efficiency of operational processes and the appeal of the tourism sector as a place to work.
- Resources & Responsibility: committing to forward-thinking and responsible management of our resources to preserve our natural and cultural treasures for the benefit of the regions and tourism in the long run, while also making the most of economic opportunities.
- Value added & Participation: bringing the value added of tourism to life for people and regions while ensuring local participation, so that sustainable solutions can be found for all, even when interests differ.
Nine indicators to monitor implementation and success
To measure the strategy's success, nine indicators with specific target values for 2035 have been identified:
- Creating Value: (1) Real value added trough tourism, (2) International travel receipts, (3) Equity ratio for high-quality hotels
- Appreciating Value: (4) Tourism acceptance score, (5) Year-round employees in accommodation and gastronomy, (6) Guest satisfaction
- Preserving Value: (7) Share of overnights in off-season, (8) Number of Austrian Ecolabels for tourism businesses, (9) CO2-emissions in accommodation and gastronomy