Tourism creates added value The direct and indirect added value created by the Upper Austrian tourism and leisure industry reaches 5.87 billion Euros (Source: Tourismus Satelliten-konto Oberösterreich, forecast 2015). The increase by 45 percent in added value in the last twelve years highlights the dynamics of the touristic development.

Upper Austrian tourist industry flourishes2.7 million arrivals and 7.2 million overnight stays were counted in the past touristic season 2015. The longer-term development shows that the Upper Aus-trian tourism industry booms: overnight stays have increased by 10 percent and arrivals by 29 percent since 2005. Upper Austria has developed into one of the most popular short trip destinations; the average duration of stay of the guests currently rests with 2.7 nights. Contrary to the past, vacationists today are more fl exible in their leisure behaviour. More but shorter holidays replace the classical holiday week.

Amt der Oö. Landesregierung/PräsidiumLandhausplatz 1, 4021 Linz/Austriawww.land-oberoesterreich.gv.atFotos: Land OÖ, Oö. Tourismus

Upper Austria TOURISM„Holiday in the homeland of the spirit of the future“Upper Austria stands for innovation, progress and future-oriented dy-namics. Our state is leading in the fields of technology, business and industry. This spirit also inspires tourism in Upper Austria. Regarding its 10 percent share in the gross regional product of the state, tourism is of great significance.

The majority of guests in Upper Austria comes from the German-speaking area, above all Austrians with an overnight stay share of 59 percent. Germans account for 22 percent of all overnight stays. Czechs, Dutch and Hungarians follow closely before Italians, Swiss and British.

With an offensive market cultivation strategy, Upper Austrian tourism experts want to reach a strong internationalisation in the future guest mix. As a consequence, potential markets such as Hungary, China and South Korea will also be targeted in addition to the core markets Austria, Germany, Czech Republic, Slovakia and Poland. Furthermore, the strength of the excel-lent international networks of the Upper Austrian industry will be used.

Tourism secures jobs 10,500 tourism and leisure companies offer a diverse touristic offer in Upper Austria. Nearly 45,000 people (self-employed, employed, in training) care for the well-being of the guests. Tourism secures jobs and thus provides added value and quality of life for the locals. This high quality of life which is also ex-tended to our international guests.

Upper Austria scores with quality of lifeUpper Austria scores among its holiday guests with its intact nature, beautiful landscapes and cultural traditions that make various leisure activities possible. Thus, Upper Austria is one of the top destinations for cycling tourists with 2,100 kilo-metres of standardised sign-posted cycling tracks (above all the Danube Cycling Route) and 3,000 kilometres of free mountain bike tours. International cycling events such as the Tour of Aus-tria or the Salzkammergut Lake District Mountainbike Trophy show the high quality of the cycling touristic offer. The 10,000 kilometres of sign-posted hill-walking routes – from baby buggy enabled family tours to alpine fi xed rope routes – offer a mani-fold fi eld of activity. Typically, regional cuisine and cultural gems complete the offer.

Historic-cultural treasures can be found all over the state. Whether the precious relics of the Hallstatt Age, monasteries and abbeys or the museum of the future, the so-called Ars Electronica Center in Linz – they all offer a deeper insight into the history of the state. This is also true for the many traditions and lived customs: For instance, before Christmas, numerous Christmas markets, above all in the cities of Linz, Wels and Steyr as well as in the Salzkammergut, attract countless guests.

The variety of sports shapes different destinations – from skiers in the Snow&Fun skiing locations or the riders in the horse des-tination Mühlviertler Alm to the sailors on Traunsee. Every year, their fl agship event, the Traunsee Week – attracts experienced competitors from all over the world. In general, Upper Austria is an ideal location for sporting contests. In 2016, two world cup races of the skiing elite in Hinterstoder, the karate world cham-pionship in Linz, the fi stball European championship in Gries-kirchen as well as numerous soccer training camps of interna-tional teams took place. And the preparations for the rowing world championship in Ottensheim in 2019 have already begun.

Attractive for business touristsDue to its central position and easy accessibility, Upper Aus-tria is an attractive location for conferences, congresses, events and seminars. Especially the capital city Linz, which has been UNESCO City of Media Arts since 2014, scores with “green” and “blue meetings”. The convention offi ce with its 50 members in all over Upper Austria contributes substantially to strengthening business tourism for the industry and science location.

The tourism industry also creates an essential added value and a major location advantage for Upper Austrian companies. Through the wide range of offers in terms of excursions, (short) holiday breaks and leisure opportunities virtually on the door step of the site of the company, employees and employers as well as their customers from all over the world can recharge their batteries and refuel their motivation. As a result, Upper Austria is an extremely attractive location for investments in the fi eld of tourism.

Perennial demand: health tourismHealth tourism offers are also important for the perennial tourism. Upper Austria’s spas and health centres provide relaxa-tion and health for body, mind and soul as well as medical and therapeutic skills in a modern feel-good atmosphere.

The successful health strategy of Upper Austria is based on two pillars: prevention as opportunity to give oneself a treat during holidays (e.g. health offers in combination with medical counselling) and wellness holidays (classical spa and wellness packages). In this respect, Upper Austria clearly stands out as compared to other states that focus on traditional wellness holidays.

Regional journeys and foodIn Upper Austria, agriculture is connected to tourism in many ways. Farmers create and cultivate the landscapes that guests and locals highly appreciate as recreational area for holidays and excursions. In addition, farmers as quality-oriented pro-ducers of food are important partners of our gastronomy which is based on regional authenticity. The guest – whether cyclist, spa vacationist, business or city tourist – can only understand the character of a destination via food and drink. It is thus not surprising that the pleasure of consuming regional specialties, ranging from the Traunsee fi sh over characteristic beers from the Mühlviertel and the Innviertel to the Linz cake, is one of the most favourite holiday activities of Upper Austrian guests.

Upper Austrian landscapes:popular territory for guests,popular film setThe landscapes of Upper Austria are as varied as the touristic offer for the diverse holiday and leisure interests of the guests: from the hilly granite land of the Mühlviertel in the north, the Danube Region with its picturesque towns, and the modern capital city; to the mountain and lake district Salzkammergut in the south, the alpine Pyhrn-Priel Region, and the national park Kalkalpen, which is rich in forests and animals.

Incidentally, Upper Austria’s variety of landscapes serves regu-larly as a popular fi lm set for international fi lm and television productions. Producers appreciate the clear structures, the authenticity of the population, typical regional traditions and historic-cultural locations.

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