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Astrid Mulholland-Licht,
Director of ANTO's Australia office |
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| Messe Wien's convention centre floor, location of ACTB |
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white room at Sofitel Vienna Stephansdom |
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Austria And Central Europe At The Forefront Of European Tourism
What exactly is ACTB? It is a tourism fair specialised in Central European tourism based on the cooperation of national tourism organisations from Austria, Slovenia, Slovakia, Hungary, the Czech Republic, and ˇ°Die Donau-Danube Tourist Commissionˇ± whose members are Austria, Germany, Hungary, Romania, Serbia, Croatia and the Republic of Moldova. The ACTB is a tourist market place and industry meeting point and forum for creating new networks and initiating business deals.
Dr. Petra Stolba, CEO of Austrian National Tourism Office, made her opening remarks in a packed room, revealing that Austria enjoyed a robust increase in tourism numbers in 2011. Even in a harsh economic climate, people will still travel; though maybe they curtail their spending or the length of their holidays, they do not eliminate holidays altogether. Austria's current slogan, Arrive And Revive, offers visitors a soothing elixir to the realities at home, wherever home may be.
Austria remains among the top tourism destinations in the world, coming in at #3 of 139 countries cited in a World Economic Forum report on tourism infrastructure, just behind Switzerland and Germany. With nature, culture, sports, cuisine as major draws in a highly accessible and safe country, it's no wonder Austria does so well among the world's international travellers, the total number of whom is expected to double to 1.8 billion by 2030. Seems like ANTO's current, three-year campaign, Unique Like You, is having the intended effect of highlighting the uniquely Austrian experiences available to visitors throughout the country.
With 20% of its workforce employed directly and indirectly in the tourism sector, Austria takes its tourism seriously. Happily, Australians are taking note; 2011 was a record year for Australian arrivals into Austria, topping 300,000 for the first time ever. Australian visitors to Vienna also broke records with a 16-20% increase both in arrivals and overnights. With the increasing strength of the Australian dollar vis-¨¤-vis the euro, 2012 is expected to be an even better year, meaning the number of Australians taking Danube cruises-one of the most popular of activities in Austria-will surpass 60,000.
With Vienna again topping the list as the city with the world's best quality of life, it is no wonder ACTB is such a resounding success. People love coming here, whether for business or for leisure, since Vienna's transport infrastructure and efficient work ethic make doing business here a pleasure for ACTB participants who like to get things done in an proficient manner.
After a busy day, it's a pleasure to return to the beautiful Hotel Sofitel Vienna Stephansdom, a new landmark on the Vienna hotel scene designed by legendary architect Jean Nouvel. The rooms are immaculate, at once chic and minimalist but still somehow homelike and cosy. Clever design elements-not surprising from Nouvel-incorporate smart use of space with an appealing aesthetic. Monochromatic rooms and suites in white, grey, and black are available in a variety of sizes.
More information about Austria's tourism strategies for Australia are visible online at www.austria.info/au where a trip for two to spend New Year's Eve in Vienna is the grand prize on offer. |
