For the fourth consecutive year, the Austrian Leading Sights association presented itself at ITB Berlin from March 3 to 5. This year’s participation marks an important milestone: 31 steles at the joint stand with Austrian National Tourist Office underscore the enormous appeal of the now 57 member companies.
On the eve of the trade fair, March 2, the Welcome Evening got high-ranking guests from politics and business in the mood for the coming days. Managing directors of the most important tourist attractions, representatives of the hotel industry, and delegates from the Ministry of Tourism used the evening in Berlin for intensive networking and to get in the mood for their joint appearance.
Sights as a driver for year-round tourism and value creation
A highlight of the trade fair appearance was the press conference at which President Klaus Panholzer, together with State Secretary Elisabeth Zehetner, Federal Trade Association Chairwoman Susanne Kraus-Winkler, Managing Director of Austria Tourism Astrid Steharnig-Staudinger, and Tyrol Tourism Director Karin Seiler, opened the joint trade fair stand. In his statement, Klaus Panholzer emphasized the role of Leading Sights as international brand ambassadors that go far beyond purely cultural aspects. With over 27 million visitors annually and direct sales of around 295 million euros, Austrian Leading Sights serve as a stable economic foundation and a key driver of regional value creation. “Our members have long been global players; around half of their revenue is already generated by international guests,” explained Klaus Panholzer.
The attractions make a significant contribution to spreading visitor flows: since most cultural offerings are not dependent on the weather or season, they strengthen year-round tourism and ensure sustainable capacity utilization in the regions. “Austria should not only be visited, but experienced in all its glory – 365 days a year,” Panholzer concluded.
With this year’s record appearance in Berlin, Austrian Leading Sights is consolidating its position as an indispensable partner in Austrian tourism and sending a clear signal for future international marketing. Many thanks to the Austrian National Tourist Office and all members and partners who made this successful trade fair appearance possible.
📷: ©Österreich Werbung / Philipp Gaiko
