Meet in Austria
Common path
Ge(h)spräche: At the Convention4u 2024 at the Palais Kaufmännischer Verein Linz, the 200 participants walked from location to location. In keeping with the general theme "Artificial intelligence - living conference culture. Exploring the potential." the Austrian event professionals gathered at the Ars Electronica Centre for the "Understanding AI" exhibition. Photo: ACB, convention-photography.at
Ge(h)spräche: At the Convention4u 2024 at the Palais Kaufmännischer Verein Linz, the 200 participants walked from location to location. In keeping with the general theme "Artificial intelligence - living conference culture. Exploring the potential." the Austrian event professionals gathered at the Ars Electronica Centre for the "Understanding AI" exhibition. Photo: ACB, convention-photography.at
In September, Austrians will elect their National Council. The right-wing populists could win the election, as they did in the European elections. The Austrian meetings industry is standing up to this and is focusing on hospitality and cosmopolitanism in an unprecedented alliance with its new "Meet in Austria" strategy.
Unlike in Germany, the meetings market in Austria reached and even exceeded its pre-corona level last year. For the Meeting Industry Report Austria 2023, 660 companies reported 26,144 events, an increase of over 25 per cent compared to the previous year. In 2019, there were 25,178 events, albeit with more participants, namely just under 1.8 million (2023: just under 1.7 million participants). This positive trend is confirmed by the survey conducted by the Austrian Convention Bureau (ACB): 81% of members surveyed forecast that capacity utilisation will remain the same or increase by 2026.
Sandra Neukart is delighted with the results. "Record numbers of events and the solid development of overnight stays and participants show that the Austrian meetings industry, which has been severely challenged by the coronavirus pandemic, has an extremely attractive offering and that there is no substitute for physical interaction." As COO of the Austrian National Tourist Office, she assures: "We are supporting the industry in its future-oriented development. This objective has been incorporated into the development of the 'Meet in Austria' convention strategy."
New strategy: Meet in Austria
The new "Meet in Austria" strategy is based on the study "From the Meeting Industry to the Meaning Industry". In it, professors Lukas Zenk from Danube University Krems and Markus Peschl from the University of Vienna identify topics such as purpose and co-creativity as important. "Based on these findings, we saw it as our task to bring together relevant shareholders and stakeholders in order to further develop the Austrian meetings industry together," says ACB Managing Director Michaela Schedlbauer-Zippusch, explaining the approach. By shareholders and stakeholders, she means the alliance between the Austrian Convention Bureau, the Austrian National Tourist Office and the convention bureaus of the nine federal states with the support of the Federal Ministry of Labour and Economy and the Austrian Federal Economic Chamber. Schedlbauer-Zippusch is not the only one to see the Austrian meetings industry making history.
Foto: ACB, convention-photography.at
To profile their country as a destination for business events, the partners have chosen the phrase "Connecting. Rewarding. Transformative" and three advantages of their country: authentic hospitality, outstanding nature experiences and a cultivated, cosmopolitan atmosphere. "Developing the strategy was a valuable collaboration between a wide range of partners inside and outside the meetings industry, always conducted on an equal footing," emphasises Gerhard Stübe. The Managing Director of Kongresskultur Bregenz was ACB President until July and was at the table during the development of the strategy. "The phrase 'Connecting. Rewarding. Transformative' is intended to serve as a guideline, positioning and expression of the inner attitude," he explains and adds: "The aim is to connect people even more meaningfully, to make conferences, meetings, congresses and corporate events both economically and socially rewarding so that they have a lasting transformative effect - for the organisers, the participants and in Austria's conference destinations." Six fields of action with specific activities ensure implementation: Lighthouses & Innovation, Brand & Communication, Education & Training, Network Management, Sustainability and Facts & Figures.
Austria's advantages
For Michaela Schedlbauer-Zippusch, the three advantages - aauthentic hospitality, outstanding nature experiences and a cultivated, cosmopolitan atmosphere - reflect the differentiation of Austria as a conference destination and emphasise its unique selling points. Authentic hospitality epitomises Austrian culture. "It creates an inviting atmosphere that promotes the social well-being of participants and reinforces the feeling of 'connection'," says Schedlbauer-Zippusch. She sees outstanding nature experiences as an inspiring backdrop for events, with unspoilt nature serving not only as a recreational space, but also as a motivator for creativity and innovation. "The cultivated, cosmopolitan atmosphere reflects Austria's rich cultural tradition, its open spirit and strength as a centre of business and knowledge. This environment promotes a fruitful exchange of ideas and contributes to the 'transformative' power of business meetings," she says, describing the third advantage. In view of the Austrian National Council elections on 29 September 2024, it is important to her to emphasise Austrian core values such as "openness, collaboration and respect". For her, the European elections and the upcoming National Council elections are an expression of democratic processes - and electoral decisions must be respected. The Austrian Convention Bureau is therefore focussing on creating an environment in which openness and diversity are promoted - regardless of political changes.
Foto: Austrian Convention Bureau, convention-photography.at
Renate Androsch-Holzer (centre) succeeds Gerhard Stübe
At the general assembly of the Austrian Convention Bureau (ACB) on 3 July 2024, Gerhard Stübe (third from right) handed over the office of president to Renate Androsch-Holzer (centre), owner of RAM Consulting.
"The situation in Austria is not 'unique' in Europe," points out former ACB President Gerhard Stübe. Each and every individual in society is called upon to make a positive contribution to ensuring that people once again meet and exchange ideas on an equal footing. The further the left and right political wings diverge and the greater the attempts to politically unsettle people in social media and channels, the more important the head of the Festspielhaus Bregenz considers the role of the event industry as a networking and connecting sector to be. "Who else offers protected spaces for good conversations and knows more and more about how a good culture of encounters can succeed?" asks Stübe and appeals to all event professionals: "So let's use our knowledge and connect society!"
The nine federal states
Along the three advantages of Austria, each federal state contributes its strengths and specialities in the sense of synergies. In the "Lighthouses & Innovation" field of action, innovative conference projects are jointly developed that emphasise local strengths and create sustainable values. Anita Paic comments on the "Cultivated, cosmopolitan atmosphere" advantage: "Vienna is a place of international encounters - rich in history and proud of the diversity and cosmopolitanism associated with it." The Head of the Vienna Convention Bureau refers to her city as the location of numerous international organisations, above all the United Nations, educational institutions and companies. For her, Vienna is not just a place of diplomacy, but a cosmopolitan metropolis. The Viennese are in the process of developing their flagship project, which will be dedicated to legacy. Paic: "Meaningful events are becoming increasingly important, and we want to set an example here together with our partners as Meeting Destination Vienna." By networking event organisers and local organisations, the aim is to create projects whose impact extends far beyond the meeting itself. The pilot project European Association for the Study of the Liver (EASL) provides a taster.
Meet in Austria
The new strategy Meet in Austria focuses on Austria's advantages: authentic hospitality, outstanding nature experiences and a cultivated, cosmopolitan atmosphere. How do the federal states of Vienna, Upper Austria, Salzburg, Tyrol, Lower Austria, Styria, Burgenland and Vorarlberg contribute to this?
Ingrid Pichler
Team management marketmanagement Convention Bureau & Events at Oberösterreich Tourismus
According to Ingrid Pichler, when it comes to the three advantages, Upper Austria's cosmopolitan atmosphere and economic expertise are also the most important. The team leader of Market Management, Convention Bureau & Events at Upper Austria Tourism, describes Upper Austria as a strong economic and industrial state with expertise in steel and machine production, the automotive sector, IT and chemicals. "The networking of research, science, industry and tourism provides the perfect breeding ground for new ideas to emerge - and congresses create the ideal framework for dialogue, networking and knowledge transfer," explains Pichler. Consequently, Upper Austria is focussing on the interdisciplinary networking of business, industry, tourism and the conference industry in the lighthouse project. Opening up the companies as brand worlds promotes a look behind the scenes and knowledge transfer. The Business and Tourism Department of the Province of Upper Austria has developed a new funding model for congresses and conferences together with Upper Austria Tourism and industry representatives. There is a bonus for sustainable events. As a trading hub between the countries in the Mediterranean region and Central Europe, Salzburg relies on its international reputation and economic power, its spirit of research and versatile locations. Culture and cosmopolitanism characterise the state for Heidi Strobl. The Managing Director of the Salzburg Convention Bureau is turning the topic of "Automotive and e-mobility" into a flagship project. Not only is Porsche Holding Salzburg, Austria's highest-turnover company and Europe's largest car dealer, based in Salzburg, but the many car importers and international logistics and transport companies have also settled here and companies such as Porsche, Mercedes, BMW, Suzuki and Jaguar have created jobs. Strobl: "Now the big shift towards e-mobility is imminent. The Porsche Holding subsidiary Moon Power offers sustainable, intelligent and data-driven complete energy solutions from a single source and is therefore an enabler for electromobility." The Moon brand and the e-mobility competence centre at Mooncity in Salzburg provide insights into ongoing developments. Heidi Strobl's mission: "Successfully implementing sustainable energy concepts of the future today."
Heidi Strobl: The big shift towards e-mobility is imminent. Salzburg has therefore decided in favour of the topic "Automotive and e-mobility" in the lighthouse project. Photo: SCB, Eva Mrazek
Hospitality and enjoyment
"Tirol's greatest USP is undoubtedly our impressive nature and majestic mountains," Theresa Müssiggang is convinced. The new head of the Convention Bureau Tirol emphasises that business events not only take place nearby, but also in nature, which leads to special experiences. Surveys of guests confirm this: mountains, landscape and nature are the motives for travelling. "This closeness to nature not only creates unforgettable experiences, but also promotes creativity and inspiration among event participants and represents a strong USP for Tyrol as a MICE destination," says Müssiggang. The Tyroleans are currently undergoing a strategic redevelopment and are working on major projects in the areas of digitalisation, innovation and sustainability that could serve as flagship projects. As an example, Müssiggang mentions the collection and analysis of MICE data in Tyrol in order to better recognise trends and needs. "Lower Austria is known for cultural enjoyment, culinary culture and hospitality," says Edith Mader from Business Tourism and Convention Bureau Lower Austria, alluding to Austria's largest wine-growing region. This puts the lighthouse project "Viticulture and biodiversity in the face of climate change" even more in the spotlight. Science and research already play an important role, for example the Danube University Krems, the Austrian Institute of Technology in Tulln and the Institute of Science and Technology in Klosterneuburg. According to Mader, organisers will find the "perfect framework conditions for international meetings between science and research on the topic of 'Viticulture and Agriculture - Measures to Adapt to Climate Change'".
Edith Mader: Lower Austria is home to the largest wine-growing region in Austria. This puts the lighthouse project "Viticulture and biodiversity in the face of climate change" even more in the spotlight. Photo: Daniela Matejschek
"Enjoyable meetings" is the motto of Steiermark Convention. "Accordingly, our Styrian conference providers place a high-quality, regional and seasonal culinary offering at the centre of every business event," says director Andrea Sajben. Pumpkin, apple or wine as well as other products from Styrian dairies are on the menu here. Tastings and factory tours at local producers make this pleasure tangible. Sajben combines the slogans "Enjoyable meetings" in Styria and "Green Heart of Austria" and focuses on culinary delights and sustainability. The lighthouse project opens up both in Styrian regions. "Experience, nature, development and culture are combined. All in the context of sustainability," she summarises. Specifically, Sajben is thinking of products that enhance meetings, be it in the locations and hotels or at events such as the Aufsteirern or the Long Table of the GenussHauptstadt Graz. Burgenland hospitality and conviviality with regional food and wine create unforgettable events, says Andreas Sagmeister from the Marketing Services team at Burgenland Tourismus. He emphasises the geographical location with borders to Hungary in the east, Slovakia in the north and Slovenia in the south. The multicultural influences are an essential part of Austria's youngest federal state, which is known for its wine culture, its top wines and internationally renowned winemakers. "It would make sense for us to act as a beacon for this USP - not least because more and more winegrowers are also creating MICE-relevant offers and top infrastructure in a vinophile ambience," says Sagmeister, thinking of the wine and wellness resorts, its modern wineries and traditional wine cellars. The Burgenland region is a pioneer when it comes to renewable energies, the organic quota, biodiversity and regionality, which is why the topic of sustainability is also an obvious choice.
Habitat development
Gerhard Stübe is happy to take this idea further. "One idea for the future could be the topic of 'Necessary innovations due to the influence of climatic changes in viticulture'. This would be highly relevant for several federal states in Austria." The former ACB President proposes to develop thematic leadership in this area through various meeting formats. Stübe: "Our aim is to qualify topics that are relevant to Austria's future, all of which will have a lasting impact on the further development of our country." A few years ago, the people of Vorarlberg discovered the topic of "living space development" in Vorarlberg for themselves; on the one hand through the positioning of the Vorarlberg brand with the vision statement "Vorarlberg will be the most promising living space for children by 2035", and on the other hand through the strategic commitment of the destination BodenseeVorarlbergTourismus as an important factor in the development of the Vorarlberg living space in the four-country region.
Festspielhaus Bregenz uses water from Lake Constance
The Festspielhaus Bregenz will undergo an energy refurbishment in spring 2025. The thermal refurbishment of the lake stage will be followed this year by the roofs with a total area of 6,000 square metres, the installation of the photovoltaic system on the workshop stage and the multi-purpose building. As part of the 2030 climate strategy of the state capital of Bregenz, Stadtwerke Bregenz is installing a new lake energy utilisation system in the neighbouring new lakeside resort, which will also supply the Festspielhaus Bregenz with energy. Depending on the time of year, heat exchangers extract heat or cold from the water in Lake Constance to heat or cool the two facilities and then channel it back into the depths of the lake. By using lake water, the Festspielhaus will cover around 80 per cent of its energy requirements in future. Photo: bobdo
Convention Partner Vorarlberg sees this as a mission to contribute to the development of living spaces through meaningful formats. Or in Stübe's words: "To allow the right people to ask the right questions in protected spaces in order to ultimately make better decisions." "We have chosen the conference "The Best Place To Live" as a beacon," confirms Katrin Preuß, Head of Convention Partner Vorarlberg. The new format for the further development of the Alpine habitat at the Festspielhaus Bregenz aims to bring people together in lively and innovative formats in order to promote the sustainable development of the habitat. "With a clear focus on interdisciplinary networking and the promotion of cross-sector cooperation, this conference is a role model for the kind of lively encounters we will need in the future," says Preuß. For her and her fellow campaigners, it's all about positive visions of the future and the ambition to not just imagine them together, but to set things in motion that will have a positive impact on the sustainable transformation of the Vorarlberg and Lake Constance living and economic area. Katrin Preuß: "For us, this event is a positive example and therefore also a beacon, as we are convinced that in view of the multiple crises and challenges in the economy and society, we need powerful, determined, creative and inspiring forms and formats in order to be able to respond effectively to the major issues of our time."
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