Austria: Investment in Tourism

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Austria is one of the most successful tourism destinations in the world and offers international investors attractive possibilities. Targeted projects such as the cluster initiative “Austria: Well-being Destination of Europe” support ambitious business projects. Austria scores in particular in nature tourism and in sustainable tourism. Austria’s tourist market is driven by hotel groups with expanded offerings – also in the economy segment.

Text of Austria: Investment in Tourism

  • 1. Tourism Austria Invest in World-ClassT ourism and Wellnesswww.investinaustria.at INVEST IN AUSTRIA

2. tourism3h All of Europe by Air in 3 hoursHelsinki OsloStockholmTallinn2h RigaMoscowDublinCopenhagen Vilnius Minsk Amsterdam LondonBerlinWarsawBrussels1hKiev PragueParisLuxembourg BratislavaVienna Berne Kishinev BudapestLjubljanaZagrebBucharestBelgradeLisbon MadridSarajevo Sofia Rome SkopjeTirana AnkaraAthens Austrias central location in Europe makes the country the ideal hub for East-West business relations 2 3. Invest in AustriaDynamicBusiness LocationThe Austrian business location stands out in internationalcomparison. Companies profit from a good business environ-ment, qualified employees and a modern infrastructure.Austria ranks among the most prosperous and innovative countries in the EuropeanUnion, and has more effectively coped with the economically turbulent period prevail-ing since 2008 than most other European nations. The business location scores pointsthanks to its modern infrastructure, top-notch technologies, well-educated and highly-motivated employees, and also offers a high reliability of energy supplies in addition topolitical, social and economic stability. Moreover, Austria is the ideal base for ensuringmarket access to the dynamic markets of South East and Eastern Europe.The geographically tiny country of Austria is already the world champion in tourism.There is hardly any country in the world which can match the tourism revenue percapita generated in Austria. Austria is the seventh largest tourism market in Europeancomparison. Despite this good positioning, we are continually working on creatingeven more favorable conditions for companies.In this spirit we would like to welcome you to Austria.Reinhold MitterlehnerFederal Minister of Economy,Family and YouthContents5 Austria: World Leader in Tourism 20 Growth Market Draws International Investors6 A Wealth of Qualified Personnel24 A Range of Investment Incentives8 Soothing the Soul27 The Best Contact Partner for13The Wellness Boom Business Location Issues?17From Alpine Peaks to Lowland LakesEditorial: December 2010; Owner&Publisher: Austrian Business Agency, Opernring 3, A-1010 Vienna; Editor-in-Chief: Ren Siegl; Associate Editors: MariaHirzinger, Karin Schwind-Derdak; Design: www.november.at; Photos: APA, Buenos Dias, Julius Silver; Print: Gugler3 4. tourismTop Ten 2009 Top Tourist Destinations in EuropePer capita foreign currency income,Arrivals in millions,in euro2009 Cyprus 11,909France 1 74.2Austria 2 1,666Spain 2 52.2Iceland 31,409Italy 343.2Malta 4 1,360 Great Britain 4 28Switzerland 5 1,234 Turkey 525.5Greece 6 906 Germany 6 24.2 Sweden 7877 Austria 7 21.4Slovenia 8 856Ukraine 820.7Spain 9 789 Russia 919.4Ireland 10767Greece 10 14.9Source: IMF, OECD, OeNB, UNWTO, WIFO, wiiw Source: World Tourism Organisation (UNWTO), June 20104 5. Invest in AustriaAustria: World Leader in TourismA perfect destination for tourism offers lucrative profitsin growth sectorsTourist giant Austria. Only several countries can boast per capita touristrevenues in the same league as Austria. At 1,666 euros in per capita income inforeign currency, Austria ranks second internationally. Comparing total revenues,tiny Austria is the eleventh largest tourism market in the world, and the seventhbiggest in Europe.The World Tourism Organization projects that visitors to Europe will double by2020, with business travel, conferences, beauty/wellness as well as city tourismbeing the most important growth sectors. Targeted projects such as the clusterinitiative Austria: Well-being Destination of Europe support ambitious businessprojects. Austria scores in particular in nature tourism and insustainable tourism.Overall, the trend in Austria is moving to relatively upscale experience tourism. In addition, Austrias tourist market is driven by hotel groups with expandedofferings also in the economy segment. In general, more visitors are makingshorter stays in Austria but spending more the 2009 average was 135 eurosper overnight stay.Tourism market Basically we see thatIncome from international tourism 2009,in billion eurosAustria offers uniqueand sustained growthSpain 138.2 France 235.5 opportunities for Italy 328.9wellness tourism. Germany 4 24.9 We have seen massive UK 521.6 Turkey 6 15.3dynamic development,Austria 713.9 particularly in the fourGreece 810.4and five-star hotel sector.Switzerland 9 10.0Netherlands 108.9Source: World Tourism Organisation (UNWTO), June 20105 6. tourismA Wealth of Qualified PersonnelAustrias longstanding tradition as a tourism destinationhas produced a highly developed educational systemThe 90,000 enterprises in Austrias tourism and leisure sector employ 262,000workers. Its no wonder that in Austria this area attracts a great deal of attention.Comprehensive training programs qualified personnel for companies.The friendly service, the professional assistance received at the informationdesk, the competent and knowledgeable tours through Austrias treasuresall combine to ensure that special vacation feeling with a sustainable effect.Guests come again and again. Companies also return to Austria but onlywhen the local tourism manager stands for profitability and modern corporatemanagement. Tomorrows top managers and skilled employees derived froma pool of 2,000 graduates annually and more than 27,000 students stand forbottom-line success.The high level of competence is ensured by Austrias unparalleled system ofeducation in the field of tourism. Two full professorships of tourism and oneprivate university, complemented by courses at six universities of appliedsciences and 26 professional schools, provide training with a quality guarantee.Every tenth apprentice in Austria works in the tourism sector. Approximately13,600 junior cooks, waiters, hotel, restaurant and travel agency industryassistants, fitness trainers etc. undergo Austrias dual education system, whichuniquely brings together theory and practice.Skilled laborCommitment to the company10 = Readily available in the labor market 10 = Employees completely identify with company objectives Israel 17.64Switzerland17.82 Denmark27.60Denmark27.80 Austria5 7.41 Austria37.77 Switzerland8 7.01 Netherlands96.94USA 96.96Japan 116.82 Japan 106.87 Germany16 6.65Germany116.82 USA22 6.14 Netherlands 14 6.69Belgium246.06Czech Republic 176.42UK37 5.22France 22 6.10Czech Republic 38 5.21 UK246.00 Hungary39 5.16 Poland275.87Poland40 5.15 Italy 37 5.13France 44 4.71Hungary47 4.65 Italy 45 4.696 Source: World Competitiveness Yearbook, 2010Source: World Competitiveness Yearbook, 2010 7. Invest in AustriaThe Famous Middle Wayis DeadMatthias Horx, futurist, emphasizes the fact that a distinctand well-defined positioning on the marketplace is acrucial factor in ensuring successWhat are the main trends in the tourism sector in the 21st century?Two phenomena overlap each other: the saturation of the traditional traveland vacation markets and the completely new, prosperous target groups, Matthias Horxwhich come from countries which we previously did not expect tourists to Futuristcome from, for example China, Russia, India, and the Arabian countries. The2.5 star standard hotels with squeaky beds will simply not remain competitivein this environment. We are experiencing a period of strong polarisation andspecialization. Design, creative, minority, adventure and wellness hotels andhotels focused on guests from certain countries require a distinct and well-defined positioning. Facilities lacking such a USP will be caught up in incessantprice wars.What is the modern-day tourist actually looking for?The traditional motivation for going on holiday in our industrialized society finally being able to relax and do nothing is disappearing. People in the 21stcentury are constantly on the job and thus combine certain motives, e.g. job,cultural experience, career development, love and partnership. The consequenceis that much higher demands are placed on services, on every conceivabletype of service. People also want to learn something when they are on holiday.They want to enhance their knowledge, improve their health, or have spiritualexperiences. We call this the selfness trend. Instead of passively sittingaround and being spoiled, people are striving for new forms of experience andencounters which will change them and help them move ahead.Artificial worlds are booming in the tourism sector: ski halls, Holy Land inFlorida or the Polynesian Water Park Resort in Lithuania. Is this what wecan expect in the future?The realms of reality, whether real or fictional, are intertwined. This has alwaysexisted, and there is nothing to be said against it. Venice is being replicated inLas Vegas in a very original way. Artificial worlds do not lure tourists away fromreal places, but are actually a type of advertising for them. Moreover, at theend they save resources. If the Alps have a virtual experience offshoot in theRuhr Valley, then this represents an advantage to everybody. Also to the Alpsthemselves 7 8. tourismSoothing the SoulAll the requirements are met here for the furtherdevelopment of a world-class tourism offeringTourist country with great potential for the future. Austria has all theingredients to meet the demands on a tourist destination: a well-preservedenvironment with scenic beauty, natural resources, a well-managed culturallandscape, green meadows and mountain pastures, crystal-clear waters, freshair and much more. These natural treasures, combined with the most diversepossible cultural offering, the highest quality of life and the greatest security aswell as the best environmental situation give Austria a future as one of thetop potential tourism sectors of the world.The number of arrivals, at 32.3 million in 2009, has proven to be crisis-resistant.The number of exclusive rooms designed for discriminating hotel guests in the4 and 5 star categories has increased by more than 25 perce