( In an exclusive interview with Mr.INDER RAJ AHLUWALIA for The Travel and Tourism Times, MS. CRISTINE MUKHARJI, COUNTY MANAGER OF AUSTRIAN NATIONAL TOURIST OFFICE (ANTO) in India beautifully showcases the heritage, cultural and gastronomical attractions and the plans for tourism promotion in the vast Indian Market)
NEW DELHI | 11 DECEMBER 2025
She has been going about her business for a long period of time, and is now a familiar and respected figure in India’s rapidly growing outbound tourist sector.
Having been working for 27 years at Austria Tourism, Christine Mukharji is a lady with a mission. She reflects a deep commitment to strengthening Austria’s presence in the Indian market and shaping the country’s image as a year-round premium holiday and MICE destination. By all accounts, she has succeeded spectacularly in her mission.
Christine has adopted a multi-pronged approach. Through strategic partnerships, innovative marketing campaigns, and high-impact collaborations with the travel trade and media, she has played a pivotal role in expanding Austria’s visibility and appeal across India. She has led initiatives that highlight Austria’s cultural heritage,
Alpine experiences, sustainable tourism practices, and evolving luxury offerings! She has worked to build strong bridges between India and Austria-encouraging leisure travel, driving MICE and business tourism growth, and developing long-term relationships with influencers, travel companies, airlines, and industry stakeholders.
Her work not only promotes Austria as a world-class destination but also showcases a modern, forward-looking vision that aligns with global travel trends, digital transformation, and responsible tourism. The topics she works with, namely, tourism strategy, events, media research and crafting speeches, are complex, multifaceted, and intellectually demanding.
Does she face any problems? She says she doesn’t because she loves Austria, and also her stay in India. Through her leadership at ANTO, Austria continues to inspire travellers, storytellers, and partners across India.
Work apart, she pursues her hobbies, that include travelling around within India, exploring the country’s vast culture, walking in bio-parks and playing with her cat Mitzi.
When asked to name Austria’s top tourist attractions, she declares that the whole country is attractive. Her top attractions are the walking districts of Vienna and Salzburg and the Swarovski Crystal Worlds in Wattens.
Christine feels that several factors have combined to make Austria special. From snow-covered Alps to serene lakes and lush meadows, the scenic beauty is of the kind with which Indian travellers instantly fall in love. Whether it is a honeymoon, a family trip, or a luxury escape, the landscapes seem to have jumped straight out of a film.
As to the question of whether Indian travellers are made to feel at home in Austria, Christine quoted Indian travellers’ frequent statements that “Austria feels warm, comfortable and easy”. There are several factors behind this lavish praise. Austrians are known for politeness, courtesy, and patience. Hotel staff, guides, and service teams are used to working with Indian guests and make an effort to be accommodating. English being widely spoken, removes Indians’ stress, with communication being smooth and friendly in restaurants, museums, taxis etc. Vienna, Salzburg, Innsbruck, and Zell am See, all feature Indian restaurants that include vegetarian and ‘Jain-friendly’ options.
ANTO is working to attract younger Indian travellers. There is focus on millennials and Gen Z. Digital campaigns that showcase Austria’s mix of culture, nature, and adventure appeal are likely to continue and intensify. They will collaborate with Influencers. Austria has been leveraging Indian travel influencers and bloggers to promote its destinations through social media platforms. This trend is expected to grow as influencer marketing becomes an even more significant part of the tourism strategy.
In recent years, direct flights between India and Austria (such as from New Delhi to Vienna) have been established or expanded. Austria Tourism is likely to continue working with airlines to promote, and possibly add more direct routes, improving accessibility for Indian tourists. Continued partnerships with Indian airlines and European carriers will play a key role in increasing ease of travel and reducing travel time.
There is emphasis on promoting Austrian Luxury, cultural and classical tourism. The country’s rich history, classical music (such as Mozart and Beethoven’s legacy), and art heritage remain a major draw. Austrian cities like Vienna, Salzburg, and Innsbruck are likely to continue targeting affluent Indian travellers looking for cultural immersion and heritage tours.
Luxury and wellness tourism is also being highlighted. With the growing interest in wellness and luxury experiences in India, Austria is positioning itself as a destination for high-end travellers, offering luxury hotels, exclusive experiences, and wellness retreats in scenic locations.
They are also strengthening ties with Indian travel agencies, and will continue working even more closely with them and media to promote Austria as a top destination. Tour operators are creating specialized Austria tours, including honeymoon packages, group tours, and family vacations. On offer, are customized travel packages with a focus on family-friendly and luxury experiences. This will be a growing trend.
Christine feels global tourism today is at a pivotal moment, reshaped by technology, sustainability concerns, changing traveller expectations, and the increasing importance of cultural sensitivity. The industry has moved beyond simply moving people from one place to another. It has become a powerful driver of economic growth, global connection, and environmental responsibility. Tourism today is more experience-driven rather than destination-driven, with travellers seeking personalized, authentic, and transformative experiences. It is no longer enough for destinations to highlight attractions. They must offer immersive stories, local engagement, and emotional value.
In 2024, Austria saw a significant increase in Indian visitors, with 164,400 arrivals and 341,500 overnight stays, marking strong growth (+20.1% arrivals, +21.1% overnights) over 2023, a trend that continued into early 2025, solidifying India’s importance as a key tourism market for Austria.
( THE WRITER IS AN INTERNATIONALLY RENOWNED , MULTIPLE AWARD – WINNING TRAVEL JOURNALIST AND AUTHOR)
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