(Michael Tauschmann, Austrian National Tourist Office, (ANTO’s) Head of Markets, Middle East and India, is upbeat about India’s current and future tourist-generating potential for Austria)
BY INDER RAJ AHLUWALIA
( THE WRITER IS AN INTERNATIONALLY RENOWNED , MULTIPLE AWARD – WINNING TRAVEL JOURNALIST AND AUTHOR)
NEW DELHI | 30 OCTOBER 2025
Q)What are Austrian Tourism’s main marketing focus and international plans for the next few years?
A)Austria’s long-term brand positioning emphasises an authentic “Lebensgefühl” (“way of life” or feeling of life),which means not just the scenery, but how you feel in Austria: convivial, relaxed, Alpine yet cultured. The marketing highlights the country’s unique selling propositions (USPs), namely, the Alps, smaller mountains, the Danube, lakes, cities and culture. There is a clear push to present Austria as a year-round destination, which highlights not only winter and skiing, but also the charm of spring, summer, and autumn.
Q)How does ANTO segment its global marketing and activities?
A)ANTO tries to do justice to all regions. It divides its worldwide focus into three broad geographic clusters, which are Western Europe, Central & Eastern Europe, and ‘Overseas’ (long-haul markets). Campaigns are rolled out in many international markets (in over 20 languages through over 20 offices) to build global awareness.
Q)Is Austria’s geographical location, bordering Hungary and The Czech Republic etc. an advantage in terms of attracting long-haul visitors?
A)Austria shares historical, cultural, and linguistic ties with its neighbours, which constituted the former Austro-Hungarian Empire. This creates a value-enhancing sense of continuity. Cities like Vienna, Budapest, and Prague are perceived internationally as part of a single Central European cultural corridor. For long-haul travellers, this offers an enriched experience through multiple destinations that feel distinct yet harmonious.
Also advantageous is the fact that Austria gains visibility through such cross-border cultural branding-e.g.
‘Central Europe’ or ‘Danube Experience.’
Q)Does Austria being considered a very safe tourist destination help a lot in attracting visitors?
A)Austria consistently ranks among the safest countries in the world, being in the top 10 globally, in most safety and peace indexes. Tourists, particularly families, older travellers, and first-time Europe visitors, place enormous value on destinations where they feel secure both physically and socially. For many long-haul markets, such as India, China, Southeast Asia, Gulf countries, and U.S.A., this perception of reliability and order reduces travel anxiety and encourages inclusion of Austria in European itineraries. All in all, it is a huge ‘plus point’.
Q)Where does India rank as a tourist-feeder country for Austria?
A)ANTO India is treating India as a growth-market, and is especially targeting segments such as the upper-middle class, FITs (free independent travellers), families and younger travellers. For example, ANTO’s India market manager has stated that although India contributed a small share of arrivals, it was one of the fastest-growing markets, showing a great deal of potential.
Q)What are ANTO’s current plans and activities for the Indian market?
A)A multi-pronged approach is being adopted. There is a focus on destination-diversification, which means looking beyond the typical “Vienna” or “Salzburg”. A number of Austrian regions are working actively in India. For example the region of Innsbruck (Tyrol), that states the India is a priority market. We are organising several fam trips, working with the Indian trade, and doing film promotions. We have strong partnerships with Indian carriers / travel trade. For example, IndiGo is collaborating with ANTO to promote travel to Vienna via its codeshare through Istanbul to Vienna/Salzburg.
Q)Is the ANTO India story a successful one?
A)By all means it has been a successful story. The hard work put in has paid off. In 2024 we had 165,400 arrivals and 341,500 overnights from India.
(Except author photo, all other pictures credit and copyright-Austria Tourism)
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