For the first time, Austrian Leading Sights is presenting a dedicated pavilion at ITB Shanghai, one of Asia’s premier international tourism trade fairs. In strategic cooperation with the Austrian National Tourist Office and the Lufthansa Group/Austrian Airlines, ten of Austria’s top attractions are joining forces to showcase the country’s rich tourism diversity and premium quality to the Chinese market.
To kick off the trade fair, Austrian Leading Sights and the Lufthansa Group hosted an exclusive “Media Afternoon Tea.” The event provided more than 20 Chinese media representatives with an intimate look at Austria’s leading landmarks and cultural highlights. The initiative aims to further elevate Austria’s visibility as a premier cultural and travel destination in China, while forging new partnerships with key media and tourism stakeholders.
“Our presence at ITB Shanghai is a vital step toward directly engaging the Chinese market and further strengthening the international perception of Austria, particularly our world-class sights,” said Klaus Panholzer, President of Austrian Leading Sights.
ITB Shanghai serves as a central hub for tourism exchange between international destinations and the Chinese travel market, featuring over 900 exhibitors from 85 countries and attracting around 1,700 trade visitors. Through this joint appearance, Austrian Leading Sights underscores the growing importance of international collaborations for the future of Austrian tourism.
About Austrian Leading Sights
Austrian Leading Sights is the association representing Austria’s premier attractions, bringing together 58 major cultural and tourism institutions across the country. The association’s mission is to position Austria both nationally and internationally as a high-quality cultural and travel destination.
Participating Institutions at ITB Shanghai: Esterhazy, Grossglockner High Alpine Road (Großglockner Hochalpenstraße), Innsbruck Nordkette Cable Car (Innsbrucker Nordkettenbahn), McArthurGlen Designer Outlet Parndorf, Schönbrunn Group, Schönbrunn Palace Concerts (Schloss Schönbrunn Konzerte), Melk Abbey (Stift Melk), Swarovski Crystal Worlds (Swarovski Kristallwelten), Schönbrunn Zoo (Tiergarten Schönbrunn), Vienna Sightseeing Tours
