13 October 2025  Austria's Tourist Board Balances Tradition and InnovationEach season, the Austrian National Tourist Office (Österreich Werbung) launches campaigns to present the country's attractions to both national and international audiences. Some initiatives are modest, while others stand out for creativity, clarity, and storytelling quality. As an example of the latter, the recently released video series featuring Canadian comedian and filmmaker Katie Burrell offers a lively and humorous take on Austria's alpine culture. Published on Austria.info, the production follows Burrell as she explores several leading ski destinations, including Zell am See–Kaprun, Sölden/Gurgl, Arlberg, Kitzbühel, Ischgl, and Schladming-Dachstein.Example: Schladming-Dachstein on Austria.infoThe Schladming-Dachstein section on Austria.info illustrates how Österreich Werbung structures its digital destination presentation. The page is divided into clearly defined categories such as Introduction, Why Ski in Schladming, Things to Do, Après-Ski Spots, Restaurants & Huts, Hotels & Chalets, Mountain Innovations, and Travel Tips — a layout that is both accessible and informative. A fact box provides quick insights: 82 ski lifts, 138 miles of ski runs, and 267 miles of cross-country trails. The Dachstein Glacier peaks at 9,829 feet, and the ski season runs from mid-November to mid-April. As part of the Ski amadé alliance, Schladming connects four main ski areas and blends extensive slopes with the atmosphere of a historic alpine town. The site also highlights local traditions, regional cuisine such as Steirerkas and Spätzle, and Schladming's heritage as host of international skiing events. This example demonstrates the tourist board's effective approach to destination storytelling: concise, visually clear, and balanced between information and emotion.AI Sisi and the Global StageThe tourist board continues to experiment with digital storytelling through its ongoing campaign "Austria is just Lebensgefühl". One of its most visible elements, the "AI Sisi", reimagines Empress Elisabeth as a modern, virtual figure appearing in 3D ads and social media clips. Rolled out across 13 markets and supported by more than 100 tourism partners, the campaign merges imperial heritage with contemporary imagery to present Austria as a vibrant, year-round destination.While the new digital campaign underlines Österreich Werbung's innovative direction, Fashion.at's highlight of the season remains the Katie Burrell video series and the clearly structured Austria.info presentation. This production stands out for its authenticity, clarity, and calm confidence — qualities that make Austria's alpine culture both relatable and appealing to a wide audience. Winter 2025/26: Stable Interest Across EuropeToday, Österreich Werbung, in cooperation with the Federal Ministry for Economy and Tourism, presented its Winter Potentials 2025/26 study. During the press briefing, Tourism State Secretary Elisabeth Zehetner, Chamber representative Susanne Kraus-Winkler, and ÖW Managing Director Astrid Steharnig-Staudinger outlined the key findings:• 16.5 million people from ten European markets plan to spend their winter holidays in Austria (Austria, Germany, Switzerland, Netherlands, Belgium, Denmark, United Kingdom, France, Poland, Czech Republic). • Demand remains stable compared to last year. • Only 12 percent of respondents plan to reduce spending. • Austria ranks number one in price-performance among European ski destinations. • 86 percent of winter visitors would consider returning in other seasons, confirming Austria's growing reputation as a year-round destination. The study also identifies rising potential from long-haul markets such as the USA, China, Mexico, and Brazil, where the Austrian National Tourist Office aims to strengthen awareness through joint marketing initiatives. Image: This image, a campaign motif titled 'Just Sisi' from the current 'Lebensgefühl Österreich' (Austrian Way of Life) image campaign, features a woman elegantly portraying Empress Elisabeth of Austria, known as Sisi. She is dressed in a lavish white historical gown with off-the-shoulder sleeves and a full skirt, adorned with a delicate headpiece and holding a decorated fan. The setting is a grand, opulent interior with a teal curtain in the background and floral arrangements. The photo is credited to ÖW/Linda Schäffler. |