Skift Take
Vienna represents the missing link to date between the rise of smart city infrastructure development and destination marketing aimed at next generation conference organizers.
The Hofburg Vienna convention center is unparalleled in Europe because it’s located inside what was once the country’s official government palace for the Habsburg Dynasty dating back to the 13th century.
For decades, the Vienna Tourist Board and the Vienna Convention Bureau have positioned Vienna as Europe’s most well-preserved and elegant capital for global meetings and conventions. However, that somewhat obvious destination branding strategy is resonating less and less with the next generation of millennial meeting planners and attendees.
Vienna is a classic case of a mature, iconic destination brand challenged with the need to reinvent its 20th century value proposition (exclusive luxury) for 21st century travel demands (inclusivity, mobility, digital connectivity, lifestyle experiences, personal development).
So last year, the Vienna Tourist Board launched its Tourism Strategy 2020 report based on a 3-part “Global.Smart.Premium.” action plan. The goal is to position Vienna's destination marketing organization as a "smart tourist board" that promotes smart city initiatives to both leisure and business travelers.
The tourist board actually now has a Smart City page, which you won't find at too many other destination marketing sites.
The Global Vienna segment of the tourism strategy report focuses on expanding business and transportation networks beyond Europe. The Premium Vienna segment aims to maintain the city's status as a luxury brand. Those are not entirely unique among first-tier European destinations trying to engage emerging global markets.
The Smart Vienna segment, however, is innovative because the Vienn
