Austrian Tourist Office

What Austrian Tourist Office does

The Austrian National Tourist Office (Österreich Werbung) is Austria's official government tourism marketing organization, headquartered in Vienna (Vordere Zollamtsstraße 13, 1030 Vienna). It serves a dual audience: international leisure travelers seeking information on visiting Austria, and domestic tourism professionals using the Change Tourism Austria B2B platform. The organization is a state entity - not publicly traded and not venture-backed - funded by the Austrian federal government to promote Austria as a destination across all nine provinces and four seasons. It generates no commercial revenue from end users; all consumer services are free.

Its core product is the austria.info consumer portal, a multi-language digital tourism guide organized around activity verticals (skiing, hiking, mountain biking, trail running, canoeing, family holidays, culinary experiences, coolcation retreats) and curated accommodations including the Austria Hotel Collection. The platform is built on a modern web infrastructure stack - Cloudflare CDN, Algolia search, Clerk authentication, HubSpot CRM, Cookiebot consent management, and Sentry session replay - and integrates an AI Concierge chatbot built by Goodguys GmbH that performs natural language knowledge retrieval over website content, with backend processing routed through Google and OpenAI for response formulation.

The go-to-market model is direct-to-consumer digital marketing, funded by government appropriation. The organization pursues a multi-channel acquisition strategy combining paid search (Google Ads, Floodlights), paid social (Meta, Pinterest, Sojern, Outbrain, Adyoulike, TVSquared), organic social (Meta, YouTube, Pinterest), email newsletters, podcasts (Podigee), and content marketing. The consumer portal is offered globally with regional localization (e.g., en-us for the US market, French-language sites). The B2B motion is operated through the Change Tourism Austria platform, where domestic tourism professionals register and collaborate. Customer-facing distribution is free to end users; the monetization model for the organization itself is government funding rather than commercial revenue.

Name

Austrian Tourist Office

Legal name

Austrian National Tourist Office (Österreich Werbung)

Website

https://austria.info

Company type

Public

Founded year

1955

Operating status

Operating

Headcount range

251–500 employees

Short description

The Austrian National Tourist Office (Österreich Werbung) is Austria's government-funded national tourism marketing organization, operating the austria.info consumer portal to promote the country to international leisure travelers and the Change Tourism Austria platform for domestic tourism professionals.

Ownership category

akta.pro rank

Product category

National Tourism Marketing Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Advertising (7310)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industry

Accessibility & Inclusion Services (ADA Access, Adaptive Programs, Multilingual Support) (THAAAGAJ)

Keywords

• National tourism marketing
• Destination promotion services
• Travel information platform
• Alpine vacation guides
• Government tourism organization

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Technology or R&D, Operations, Others

Revenue model

1. Government Tourism Promotion: Government-funded organization providing free tourism information services. No commercial revenue generation - funded by Austrian government to promote Austria as a travel destination domestically and internationally.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

The Austrian Tourist Office (Österreich Werbung) is Austria's official national tourism marketing organization, funded by the Austrian federal government. It provides free tourism information and destination promotion through the austria.info consumer portal and the Change Tourism Austria B2B platform, offering curated accommodation listings, regional activity guides (skiing, hiking, mountain biking, water sports), multi-day itineraries, and an AI Concierge chatbot to help travelers plan trips to Austria across all seasons.

Product overview

The Austrian Tourist Office (Österreich Werbung) operates a comprehensive tourism marketing platform that serves as a digital guide for visitors planning trips to Austria. The platform offers a unified website experience combining multiple interconnected product categories: curated accommodation recommendations through the Austria Hotel Collection; activity-based guides for skiing, hiking, mountain biking, trail running, canoeing/kayaking, and family activities; destination itineraries for regions like Salzkammergut, Graz, and Salzburg; and thematic experiences such as coolcation retreats and culinary hiking. A key platform feature is the AI Concierge chatbot that provides intelligent visitor assistance using natural language processing and knowledge retrieval from website content. The platform integrates newsletter subscription and brochure ordering services, creating a complete tourism information ecosystem spanning all Austrian provinces and seasonal travel offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• AI Concierge AI-powered chat function that uses artificial intelligence to answer visitor questions by retrieving information from the website's content and publicly available sources, providing instant conversational responses to tourism inquiries.
• Austria Hotel Collection Curated list of handpicked accommodations including charming family-run hotels, luxury spa resorts, and cosy private apartments in Austrian cities and countryside, featuring properties across multiple Austrian provinces.
• Ski Austria Like a Local Comprehensive guide to skiing in Austria featuring 11 featured ski resorts including Ischgl, Zell am See-Kaprun, Kitzbühel, and Arlberg, with resort information, pricing details, ski pass integration (EPIC, IKON, INDY), and local insider tips.
• Discover Austria Itineraries Curated multi-day itinerary recommendations for exploring Austrian regions including Salzkammergut, Graz, Salzburg, Hochkönig, St. Johann, Carinthia, and Rauris Valley, with destination guides, activity suggestions, and experience highlights.
• Pleasure Hiking Guide Culinary hiking guide featuring routes to alpine pastures, lakeside destinations, and vineyards across Austria, including the Via Culinaria gourmet trail with 350 hotspots, regional culinary specialties, and Brettljause board recommendations.
• Mountain Biking Guide Comprehensive mountain biking guide covering bike parks, flow trails, multi-day tours, and regional MTB networks across Austrian provinces, featuring routes including BergeSeen E-Trail (630km), Stoneman Taurista (147km), and Königstour Bike.
• Family Holidays Resource Family-oriented vacation planning resource featuring child-friendly destinations, activities, and accommodations across Austria, including theme parks, family ski regions, children's hotels, farm holidays, and educational experiences.
• Bathing Lakes Guide Guide to Austria's swimming and bathing lakes featuring water quality information (96.9% excellent quality per European Environment Agency), family-friendly options, watersport activities, and regional highlights including Lake Wörthersee, Lake Attersee, and Lake Neusiedl.
• Trail Running Guide Trail running guide featuring routes across Austrian mountain regions including Saalbach, Zillertal, and Schladming-Dachstein, covering beginner-friendly trails, high-alpine routes, equipment recommendations, and major events.
• Canoeing and Kayaking Guide Paddling activity guide covering river and lake canoeing/kayaking destinations across Austria including March-Thaya floodplains, Lake Neusiedl, and Lake Weissensee, with unusual tours, winter paddling, and equipment guidance.
• Hiking with Kids Guide Family-friendly hiking guide featuring child-appropriate trails, themed hiking routes, and provincial recommendations across Austria, including adventure trails, lake hikes, stroller-friendly routes, and nature education tips.
• Coolcation Guide Coolcation (cool holiday) guide featuring refreshing destinations in the Austrian Alps including mountain lakes, glacier regions, alpine swimming spots, and high-altitude retreats for escaping summer heat.
• Newsletter Subscription Email newsletter service providing subscribers with insider tips, itineraries, traditional recipes, event highlights, and Austrian stories.
• Brochure Ordering Service Physical and digital brochure ordering service allowing visitors to request informational materials about Austrian tourism destinations and travel planning.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

AI capability3 records

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• Goodguys GmbHcoreTechnology or IntegrationAI concierge service provider supplying artificial intelligence chat functionality for the austria.info website. The AI finds answers from website content and publicly available information, with data processed on Goodguys servers and anonymous data forwarded to Google and OpenAI for response formulation.
• Meta (Facebook and Instagram)coreGTM or Marketing PartnerSocial media marketing partnership with joint controller agreement (Page Controller Addendum) with Meta Ireland. Austrian Tourist Office receives statistical page insights data while Meta maintains access to individual user data for GDPR compliance and data subject requests.
• YouTube (Google)coreGTM or Marketing PartnerVideo content distribution partnership for Austria tourism content. Tourist office receives statistical data on video views and interactions for analytics and content improvement purposes.
• PinterestminorGTM or Marketing PartnerVisual discovery and bookmarking partnership for sharing Austria travel content. Data collected includes IP address, browser, operating system, usage data; linked to Pinterest accounts for logged-in users. Used for marketing and target-group oriented advertising.
• Google (Analytics, Ads, reCAPTCHA)coreTechnology or IntegrationMultiple Google services including Google Analytics for web analytics (anonymized evaluations, remarketing, Display Network), Google Ads and Floodlights for conversion tracking, and Google reCAPTCHA for bot protection. EU-US Data Privacy Framework compliance ensured.
• CloudflarecoreTechnology or IntegrationCDN and infrastructure services including load-balancing, website content delivery, and DNS serving. Cookie _cfuvid used for Cloudflare services.
• CookiebotcoreTechnology or IntegrationCookie consent management platform handling user cookie consent states for the website's GDPR compliance requirements.
• AdyoulikeminorGTM or Marketing PartnerTargeted advertising service used on French-language websites of the Austrian Tourist Office for displaying audience-specific advertising.
• TVSquaredminorGTM or Marketing PartnerUK-based TV and streaming advertising analytics service used on Austrian advertising websites to collect statistical data and display targeted advertising material.
• SojernminorGTM or Marketing PartnerUS marketing provider used to advertise Austrian hotels in English-speaking countries and promote direct bookings through targeted online marketing using cookies and data collection from interested parties.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Brand USA: USA's national destination marketing organization for international inbound tourism. Similar mandate to drive international arrivals via digital marketing and content-led inspiration.
• Tourism Australia: Australia's national tourism body with globally recognized campaigns and a sophisticated digital marketing platform. Comparable in international marketing sophistication and brand-driven storytelling.
• Visit Norway: Norway's national tourism organization with a strong focus on nature, outdoor activities, and seasonal positioning. Comparable DMO with strong content and outdoor adventure portfolio.
• VisitBritain: UK national tourism agency promoting Britain internationally through a multi-channel digital marketing platform. Comparable in mandate, geographic outreach, and content-led destination marketing approach.
• Switzerland Tourism: Switzerland's national tourism marketing organization with a comparable DMO mandate, multi-language portal, and Alpine positioning. Direct competitor for international travelers across all four seasons, especially winter sports and Alpine scenery.
• VisitScotland: Scotland's national tourism organization with comparable portal-led discovery, themed itineraries, and multi-channel marketing structure. Strong content-product analog for outdoor/nature tourism.
• German National Tourist Board (DZT): Germany's national tourism board promoting the country internationally through a digital-first, content-rich portal. Closest geographic and structural peer as a neighboring German-speaking DMO with similar mandate and audience.
• Tourism New Zealand: New Zealand's national tourism organization with a strong emotional brand positioning (100% Pure) and international marketing mandate. Comparable discovery-first portal and content strategy.
• Japan National Tourism Organization (JNTO): Japan's national tourism organization promoting inbound travel through a multi-language digital portal. Comparable DMO scale, multi-market localization, and storytelling-led destination marketing.
• Tourism Ireland: All-island tourism marketing body with international remit. Similar scale, multi-market digital presence, and DMO funding model with strong content and seasonal positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/austria.info
• Instagraminstagram.com/austria_tourism

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Austrian Tourist Office