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Destination Management
Mag Andreas Purt CEO Mostviertel Tourismus
Linz Wien
A popular vacation- and trip region
Mostviertel ndash NiederoumlsterreichLower Austria
bull 112 towns and villages
bull 1000000 overnights
bull 12670 guest-beds
bull 6 regional tourism organizations
bull 4 EU-Leader + regions
Organisational structure 1996
bull Management by honorary officals
bull Organisations with manager have 60 ndash 80 overheads
bull Double tracking
bull Little involvement of tourism industry
bull No influence of provincial tourism organisation
bull Many organisations without clear competences
Consequences for the regional tourism organisations in Lower Austria
bull Professionalisation of the regional tourism organisations
bull Concentration of funds and personell
bull Clear Organisational structure with participation of businesses and local and provincional government
bull Synergies on all scales
bull Harmonization of subsidies for infrastructure and marketing
bull From 6 town and regional tourism organisations to Mostviertel Tourism
Ownership of Mostviertel Tourism
30
45
25
provincionalgoverment
6 RTOs
tourismindustry
Mostviertel Tourismus GmbH
bull Founded in 2000
bull 20 employees
bull 53 millionen euro budget in 2013
Budget development 2001 - 2013
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
subsidies
Incoming
Partner
Own revenues
Comany fees
Where does the money come from
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Foumlrderungen
Incoming
Eigenmittel Partner
Eigenmittel MTG
Gesellschafterbeitraumlge
Eigentuumlmer
Where do we spent the money
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Angebotsentwicklung
und Vermarktung
Incoming
Personalkosten
Product development amp marketing
Incoming
Personel
Mostviertel Tourismus ndash strategy and daily business
Mostviertel Zielelandkarte 2015+ Strategische Stoszligrichtung 1 Strategische Stoszligrichtung 2 Strategische Stoszligrichtung 3
Markenpositionierung Markterschlieszligung cee Umsatzsteigerung
wir
tsc
hft
l
Erf
olg
Ku
nd
en
M
ark
tP
roze
ss
e
Inn
ov
ati
on
En
twic
klu
ng
Zielelandkarte Mostviertel Tourismus 2010+
Hohe Marken-
identifikation in
der Region
Regionstypische
Genusskompetenz
aufgebaut
Marktfaumlhige
Angebotskapazitaumlten
hergestellt
SGF markenkonform
profilierte marketingfaumlhige
Betriebe entwickelt
cee
Marktzugaumlnge
erschlossen
Markterschlieszligender
effektiver Vertrieb
Markenaufladung
uumlber Events und
Packaging sicher
gestellt
Rasch
kommunizierende
Info-Broker
Effiziente Verkaufs-
abwicklung
Familien-
image cee
aufgebaut
Mostviertel als TOP 3
Genussregion in
Oumlsterreich positioniert
Bekanntheitsgrad
Mostviertel eheblich
gesteigert
Verlaumlngerung
der Aufenthalts-
dauer
cee Naumlchtigungen
erheblich gesteigertSteigerung der
touristischen
Wertschoumlpfung
Steigerung
regionaler Umsaumltze
durch regionale
Produkte
161715 14
Gesamtzufriedenheit der
Gaumlste erheblich
gesteigert
1
25 4 3
9 87 6
13111210
clients market
innovation
development
processes
Economic
success
Mostviertel Zielelandkarte 2015+
clients Market
innovation
development
processes
Economic success
Brand
positioning
Open new markets in
CEE Increase sales
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Linz Wien
A popular vacation- and trip region
Mostviertel ndash NiederoumlsterreichLower Austria
bull 112 towns and villages
bull 1000000 overnights
bull 12670 guest-beds
bull 6 regional tourism organizations
bull 4 EU-Leader + regions
Organisational structure 1996
bull Management by honorary officals
bull Organisations with manager have 60 ndash 80 overheads
bull Double tracking
bull Little involvement of tourism industry
bull No influence of provincial tourism organisation
bull Many organisations without clear competences
Consequences for the regional tourism organisations in Lower Austria
bull Professionalisation of the regional tourism organisations
bull Concentration of funds and personell
bull Clear Organisational structure with participation of businesses and local and provincional government
bull Synergies on all scales
bull Harmonization of subsidies for infrastructure and marketing
bull From 6 town and regional tourism organisations to Mostviertel Tourism
Ownership of Mostviertel Tourism
30
45
25
provincionalgoverment
6 RTOs
tourismindustry
Mostviertel Tourismus GmbH
bull Founded in 2000
bull 20 employees
bull 53 millionen euro budget in 2013
Budget development 2001 - 2013
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
subsidies
Incoming
Partner
Own revenues
Comany fees
Where does the money come from
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Foumlrderungen
Incoming
Eigenmittel Partner
Eigenmittel MTG
Gesellschafterbeitraumlge
Eigentuumlmer
Where do we spent the money
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Angebotsentwicklung
und Vermarktung
Incoming
Personalkosten
Product development amp marketing
Incoming
Personel
Mostviertel Tourismus ndash strategy and daily business
Mostviertel Zielelandkarte 2015+ Strategische Stoszligrichtung 1 Strategische Stoszligrichtung 2 Strategische Stoszligrichtung 3
Markenpositionierung Markterschlieszligung cee Umsatzsteigerung
wir
tsc
hft
l
Erf
olg
Ku
nd
en
M
ark
tP
roze
ss
e
Inn
ov
ati
on
En
twic
klu
ng
Zielelandkarte Mostviertel Tourismus 2010+
Hohe Marken-
identifikation in
der Region
Regionstypische
Genusskompetenz
aufgebaut
Marktfaumlhige
Angebotskapazitaumlten
hergestellt
SGF markenkonform
profilierte marketingfaumlhige
Betriebe entwickelt
cee
Marktzugaumlnge
erschlossen
Markterschlieszligender
effektiver Vertrieb
Markenaufladung
uumlber Events und
Packaging sicher
gestellt
Rasch
kommunizierende
Info-Broker
Effiziente Verkaufs-
abwicklung
Familien-
image cee
aufgebaut
Mostviertel als TOP 3
Genussregion in
Oumlsterreich positioniert
Bekanntheitsgrad
Mostviertel eheblich
gesteigert
Verlaumlngerung
der Aufenthalts-
dauer
cee Naumlchtigungen
erheblich gesteigertSteigerung der
touristischen
Wertschoumlpfung
Steigerung
regionaler Umsaumltze
durch regionale
Produkte
161715 14
Gesamtzufriedenheit der
Gaumlste erheblich
gesteigert
1
25 4 3
9 87 6
13111210
clients market
innovation
development
processes
Economic
success
Mostviertel Zielelandkarte 2015+
clients Market
innovation
development
processes
Economic success
Brand
positioning
Open new markets in
CEE Increase sales
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Mostviertel ndash NiederoumlsterreichLower Austria
bull 112 towns and villages
bull 1000000 overnights
bull 12670 guest-beds
bull 6 regional tourism organizations
bull 4 EU-Leader + regions
Organisational structure 1996
bull Management by honorary officals
bull Organisations with manager have 60 ndash 80 overheads
bull Double tracking
bull Little involvement of tourism industry
bull No influence of provincial tourism organisation
bull Many organisations without clear competences
Consequences for the regional tourism organisations in Lower Austria
bull Professionalisation of the regional tourism organisations
bull Concentration of funds and personell
bull Clear Organisational structure with participation of businesses and local and provincional government
bull Synergies on all scales
bull Harmonization of subsidies for infrastructure and marketing
bull From 6 town and regional tourism organisations to Mostviertel Tourism
Ownership of Mostviertel Tourism
30
45
25
provincionalgoverment
6 RTOs
tourismindustry
Mostviertel Tourismus GmbH
bull Founded in 2000
bull 20 employees
bull 53 millionen euro budget in 2013
Budget development 2001 - 2013
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
subsidies
Incoming
Partner
Own revenues
Comany fees
Where does the money come from
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Foumlrderungen
Incoming
Eigenmittel Partner
Eigenmittel MTG
Gesellschafterbeitraumlge
Eigentuumlmer
Where do we spent the money
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Angebotsentwicklung
und Vermarktung
Incoming
Personalkosten
Product development amp marketing
Incoming
Personel
Mostviertel Tourismus ndash strategy and daily business
Mostviertel Zielelandkarte 2015+ Strategische Stoszligrichtung 1 Strategische Stoszligrichtung 2 Strategische Stoszligrichtung 3
Markenpositionierung Markterschlieszligung cee Umsatzsteigerung
wir
tsc
hft
l
Erf
olg
Ku
nd
en
M
ark
tP
roze
ss
e
Inn
ov
ati
on
En
twic
klu
ng
Zielelandkarte Mostviertel Tourismus 2010+
Hohe Marken-
identifikation in
der Region
Regionstypische
Genusskompetenz
aufgebaut
Marktfaumlhige
Angebotskapazitaumlten
hergestellt
SGF markenkonform
profilierte marketingfaumlhige
Betriebe entwickelt
cee
Marktzugaumlnge
erschlossen
Markterschlieszligender
effektiver Vertrieb
Markenaufladung
uumlber Events und
Packaging sicher
gestellt
Rasch
kommunizierende
Info-Broker
Effiziente Verkaufs-
abwicklung
Familien-
image cee
aufgebaut
Mostviertel als TOP 3
Genussregion in
Oumlsterreich positioniert
Bekanntheitsgrad
Mostviertel eheblich
gesteigert
Verlaumlngerung
der Aufenthalts-
dauer
cee Naumlchtigungen
erheblich gesteigertSteigerung der
touristischen
Wertschoumlpfung
Steigerung
regionaler Umsaumltze
durch regionale
Produkte
161715 14
Gesamtzufriedenheit der
Gaumlste erheblich
gesteigert
1
25 4 3
9 87 6
13111210
clients market
innovation
development
processes
Economic
success
Mostviertel Zielelandkarte 2015+
clients Market
innovation
development
processes
Economic success
Brand
positioning
Open new markets in
CEE Increase sales
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Organisational structure 1996
bull Management by honorary officals
bull Organisations with manager have 60 ndash 80 overheads
bull Double tracking
bull Little involvement of tourism industry
bull No influence of provincial tourism organisation
bull Many organisations without clear competences
Consequences for the regional tourism organisations in Lower Austria
bull Professionalisation of the regional tourism organisations
bull Concentration of funds and personell
bull Clear Organisational structure with participation of businesses and local and provincional government
bull Synergies on all scales
bull Harmonization of subsidies for infrastructure and marketing
bull From 6 town and regional tourism organisations to Mostviertel Tourism
Ownership of Mostviertel Tourism
30
45
25
provincionalgoverment
6 RTOs
tourismindustry
Mostviertel Tourismus GmbH
bull Founded in 2000
bull 20 employees
bull 53 millionen euro budget in 2013
Budget development 2001 - 2013
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
subsidies
Incoming
Partner
Own revenues
Comany fees
Where does the money come from
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Foumlrderungen
Incoming
Eigenmittel Partner
Eigenmittel MTG
Gesellschafterbeitraumlge
Eigentuumlmer
Where do we spent the money
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Angebotsentwicklung
und Vermarktung
Incoming
Personalkosten
Product development amp marketing
Incoming
Personel
Mostviertel Tourismus ndash strategy and daily business
Mostviertel Zielelandkarte 2015+ Strategische Stoszligrichtung 1 Strategische Stoszligrichtung 2 Strategische Stoszligrichtung 3
Markenpositionierung Markterschlieszligung cee Umsatzsteigerung
wir
tsc
hft
l
Erf
olg
Ku
nd
en
M
ark
tP
roze
ss
e
Inn
ov
ati
on
En
twic
klu
ng
Zielelandkarte Mostviertel Tourismus 2010+
Hohe Marken-
identifikation in
der Region
Regionstypische
Genusskompetenz
aufgebaut
Marktfaumlhige
Angebotskapazitaumlten
hergestellt
SGF markenkonform
profilierte marketingfaumlhige
Betriebe entwickelt
cee
Marktzugaumlnge
erschlossen
Markterschlieszligender
effektiver Vertrieb
Markenaufladung
uumlber Events und
Packaging sicher
gestellt
Rasch
kommunizierende
Info-Broker
Effiziente Verkaufs-
abwicklung
Familien-
image cee
aufgebaut
Mostviertel als TOP 3
Genussregion in
Oumlsterreich positioniert
Bekanntheitsgrad
Mostviertel eheblich
gesteigert
Verlaumlngerung
der Aufenthalts-
dauer
cee Naumlchtigungen
erheblich gesteigertSteigerung der
touristischen
Wertschoumlpfung
Steigerung
regionaler Umsaumltze
durch regionale
Produkte
161715 14
Gesamtzufriedenheit der
Gaumlste erheblich
gesteigert
1
25 4 3
9 87 6
13111210
clients market
innovation
development
processes
Economic
success
Mostviertel Zielelandkarte 2015+
clients Market
innovation
development
processes
Economic success
Brand
positioning
Open new markets in
CEE Increase sales
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Consequences for the regional tourism organisations in Lower Austria
bull Professionalisation of the regional tourism organisations
bull Concentration of funds and personell
bull Clear Organisational structure with participation of businesses and local and provincional government
bull Synergies on all scales
bull Harmonization of subsidies for infrastructure and marketing
bull From 6 town and regional tourism organisations to Mostviertel Tourism
Ownership of Mostviertel Tourism
30
45
25
provincionalgoverment
6 RTOs
tourismindustry
Mostviertel Tourismus GmbH
bull Founded in 2000
bull 20 employees
bull 53 millionen euro budget in 2013
Budget development 2001 - 2013
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
subsidies
Incoming
Partner
Own revenues
Comany fees
Where does the money come from
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Foumlrderungen
Incoming
Eigenmittel Partner
Eigenmittel MTG
Gesellschafterbeitraumlge
Eigentuumlmer
Where do we spent the money
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Angebotsentwicklung
und Vermarktung
Incoming
Personalkosten
Product development amp marketing
Incoming
Personel
Mostviertel Tourismus ndash strategy and daily business
Mostviertel Zielelandkarte 2015+ Strategische Stoszligrichtung 1 Strategische Stoszligrichtung 2 Strategische Stoszligrichtung 3
Markenpositionierung Markterschlieszligung cee Umsatzsteigerung
wir
tsc
hft
l
Erf
olg
Ku
nd
en
M
ark
tP
roze
ss
e
Inn
ov
ati
on
En
twic
klu
ng
Zielelandkarte Mostviertel Tourismus 2010+
Hohe Marken-
identifikation in
der Region
Regionstypische
Genusskompetenz
aufgebaut
Marktfaumlhige
Angebotskapazitaumlten
hergestellt
SGF markenkonform
profilierte marketingfaumlhige
Betriebe entwickelt
cee
Marktzugaumlnge
erschlossen
Markterschlieszligender
effektiver Vertrieb
Markenaufladung
uumlber Events und
Packaging sicher
gestellt
Rasch
kommunizierende
Info-Broker
Effiziente Verkaufs-
abwicklung
Familien-
image cee
aufgebaut
Mostviertel als TOP 3
Genussregion in
Oumlsterreich positioniert
Bekanntheitsgrad
Mostviertel eheblich
gesteigert
Verlaumlngerung
der Aufenthalts-
dauer
cee Naumlchtigungen
erheblich gesteigertSteigerung der
touristischen
Wertschoumlpfung
Steigerung
regionaler Umsaumltze
durch regionale
Produkte
161715 14
Gesamtzufriedenheit der
Gaumlste erheblich
gesteigert
1
25 4 3
9 87 6
13111210
clients market
innovation
development
processes
Economic
success
Mostviertel Zielelandkarte 2015+
clients Market
innovation
development
processes
Economic success
Brand
positioning
Open new markets in
CEE Increase sales
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Ownership of Mostviertel Tourism
30
45
25
provincionalgoverment
6 RTOs
tourismindustry
Mostviertel Tourismus GmbH
bull Founded in 2000
bull 20 employees
bull 53 millionen euro budget in 2013
Budget development 2001 - 2013
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
subsidies
Incoming
Partner
Own revenues
Comany fees
Where does the money come from
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Foumlrderungen
Incoming
Eigenmittel Partner
Eigenmittel MTG
Gesellschafterbeitraumlge
Eigentuumlmer
Where do we spent the money
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Angebotsentwicklung
und Vermarktung
Incoming
Personalkosten
Product development amp marketing
Incoming
Personel
Mostviertel Tourismus ndash strategy and daily business
Mostviertel Zielelandkarte 2015+ Strategische Stoszligrichtung 1 Strategische Stoszligrichtung 2 Strategische Stoszligrichtung 3
Markenpositionierung Markterschlieszligung cee Umsatzsteigerung
wir
tsc
hft
l
Erf
olg
Ku
nd
en
M
ark
tP
roze
ss
e
Inn
ov
ati
on
En
twic
klu
ng
Zielelandkarte Mostviertel Tourismus 2010+
Hohe Marken-
identifikation in
der Region
Regionstypische
Genusskompetenz
aufgebaut
Marktfaumlhige
Angebotskapazitaumlten
hergestellt
SGF markenkonform
profilierte marketingfaumlhige
Betriebe entwickelt
cee
Marktzugaumlnge
erschlossen
Markterschlieszligender
effektiver Vertrieb
Markenaufladung
uumlber Events und
Packaging sicher
gestellt
Rasch
kommunizierende
Info-Broker
Effiziente Verkaufs-
abwicklung
Familien-
image cee
aufgebaut
Mostviertel als TOP 3
Genussregion in
Oumlsterreich positioniert
Bekanntheitsgrad
Mostviertel eheblich
gesteigert
Verlaumlngerung
der Aufenthalts-
dauer
cee Naumlchtigungen
erheblich gesteigertSteigerung der
touristischen
Wertschoumlpfung
Steigerung
regionaler Umsaumltze
durch regionale
Produkte
161715 14
Gesamtzufriedenheit der
Gaumlste erheblich
gesteigert
1
25 4 3
9 87 6
13111210
clients market
innovation
development
processes
Economic
success
Mostviertel Zielelandkarte 2015+
clients Market
innovation
development
processes
Economic success
Brand
positioning
Open new markets in
CEE Increase sales
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Mostviertel Tourismus GmbH
bull Founded in 2000
bull 20 employees
bull 53 millionen euro budget in 2013
Budget development 2001 - 2013
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
subsidies
Incoming
Partner
Own revenues
Comany fees
Where does the money come from
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Foumlrderungen
Incoming
Eigenmittel Partner
Eigenmittel MTG
Gesellschafterbeitraumlge
Eigentuumlmer
Where do we spent the money
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Angebotsentwicklung
und Vermarktung
Incoming
Personalkosten
Product development amp marketing
Incoming
Personel
Mostviertel Tourismus ndash strategy and daily business
Mostviertel Zielelandkarte 2015+ Strategische Stoszligrichtung 1 Strategische Stoszligrichtung 2 Strategische Stoszligrichtung 3
Markenpositionierung Markterschlieszligung cee Umsatzsteigerung
wir
tsc
hft
l
Erf
olg
Ku
nd
en
M
ark
tP
roze
ss
e
Inn
ov
ati
on
En
twic
klu
ng
Zielelandkarte Mostviertel Tourismus 2010+
Hohe Marken-
identifikation in
der Region
Regionstypische
Genusskompetenz
aufgebaut
Marktfaumlhige
Angebotskapazitaumlten
hergestellt
SGF markenkonform
profilierte marketingfaumlhige
Betriebe entwickelt
cee
Marktzugaumlnge
erschlossen
Markterschlieszligender
effektiver Vertrieb
Markenaufladung
uumlber Events und
Packaging sicher
gestellt
Rasch
kommunizierende
Info-Broker
Effiziente Verkaufs-
abwicklung
Familien-
image cee
aufgebaut
Mostviertel als TOP 3
Genussregion in
Oumlsterreich positioniert
Bekanntheitsgrad
Mostviertel eheblich
gesteigert
Verlaumlngerung
der Aufenthalts-
dauer
cee Naumlchtigungen
erheblich gesteigertSteigerung der
touristischen
Wertschoumlpfung
Steigerung
regionaler Umsaumltze
durch regionale
Produkte
161715 14
Gesamtzufriedenheit der
Gaumlste erheblich
gesteigert
1
25 4 3
9 87 6
13111210
clients market
innovation
development
processes
Economic
success
Mostviertel Zielelandkarte 2015+
clients Market
innovation
development
processes
Economic success
Brand
positioning
Open new markets in
CEE Increase sales
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Budget development 2001 - 2013
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
subsidies
Incoming
Partner
Own revenues
Comany fees
Where does the money come from
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Foumlrderungen
Incoming
Eigenmittel Partner
Eigenmittel MTG
Gesellschafterbeitraumlge
Eigentuumlmer
Where do we spent the money
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Angebotsentwicklung
und Vermarktung
Incoming
Personalkosten
Product development amp marketing
Incoming
Personel
Mostviertel Tourismus ndash strategy and daily business
Mostviertel Zielelandkarte 2015+ Strategische Stoszligrichtung 1 Strategische Stoszligrichtung 2 Strategische Stoszligrichtung 3
Markenpositionierung Markterschlieszligung cee Umsatzsteigerung
wir
tsc
hft
l
Erf
olg
Ku
nd
en
M
ark
tP
roze
ss
e
Inn
ov
ati
on
En
twic
klu
ng
Zielelandkarte Mostviertel Tourismus 2010+
Hohe Marken-
identifikation in
der Region
Regionstypische
Genusskompetenz
aufgebaut
Marktfaumlhige
Angebotskapazitaumlten
hergestellt
SGF markenkonform
profilierte marketingfaumlhige
Betriebe entwickelt
cee
Marktzugaumlnge
erschlossen
Markterschlieszligender
effektiver Vertrieb
Markenaufladung
uumlber Events und
Packaging sicher
gestellt
Rasch
kommunizierende
Info-Broker
Effiziente Verkaufs-
abwicklung
Familien-
image cee
aufgebaut
Mostviertel als TOP 3
Genussregion in
Oumlsterreich positioniert
Bekanntheitsgrad
Mostviertel eheblich
gesteigert
Verlaumlngerung
der Aufenthalts-
dauer
cee Naumlchtigungen
erheblich gesteigertSteigerung der
touristischen
Wertschoumlpfung
Steigerung
regionaler Umsaumltze
durch regionale
Produkte
161715 14
Gesamtzufriedenheit der
Gaumlste erheblich
gesteigert
1
25 4 3
9 87 6
13111210
clients market
innovation
development
processes
Economic
success
Mostviertel Zielelandkarte 2015+
clients Market
innovation
development
processes
Economic success
Brand
positioning
Open new markets in
CEE Increase sales
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
subsidies
Incoming
Partner
Own revenues
Comany fees
Where does the money come from
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Foumlrderungen
Incoming
Eigenmittel Partner
Eigenmittel MTG
Gesellschafterbeitraumlge
Eigentuumlmer
Where do we spent the money
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Angebotsentwicklung
und Vermarktung
Incoming
Personalkosten
Product development amp marketing
Incoming
Personel
Mostviertel Tourismus ndash strategy and daily business
Mostviertel Zielelandkarte 2015+ Strategische Stoszligrichtung 1 Strategische Stoszligrichtung 2 Strategische Stoszligrichtung 3
Markenpositionierung Markterschlieszligung cee Umsatzsteigerung
wir
tsc
hft
l
Erf
olg
Ku
nd
en
M
ark
tP
roze
ss
e
Inn
ov
ati
on
En
twic
klu
ng
Zielelandkarte Mostviertel Tourismus 2010+
Hohe Marken-
identifikation in
der Region
Regionstypische
Genusskompetenz
aufgebaut
Marktfaumlhige
Angebotskapazitaumlten
hergestellt
SGF markenkonform
profilierte marketingfaumlhige
Betriebe entwickelt
cee
Marktzugaumlnge
erschlossen
Markterschlieszligender
effektiver Vertrieb
Markenaufladung
uumlber Events und
Packaging sicher
gestellt
Rasch
kommunizierende
Info-Broker
Effiziente Verkaufs-
abwicklung
Familien-
image cee
aufgebaut
Mostviertel als TOP 3
Genussregion in
Oumlsterreich positioniert
Bekanntheitsgrad
Mostviertel eheblich
gesteigert
Verlaumlngerung
der Aufenthalts-
dauer
cee Naumlchtigungen
erheblich gesteigertSteigerung der
touristischen
Wertschoumlpfung
Steigerung
regionaler Umsaumltze
durch regionale
Produkte
161715 14
Gesamtzufriedenheit der
Gaumlste erheblich
gesteigert
1
25 4 3
9 87 6
13111210
clients market
innovation
development
processes
Economic
success
Mostviertel Zielelandkarte 2015+
clients Market
innovation
development
processes
Economic success
Brand
positioning
Open new markets in
CEE Increase sales
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Where do we spent the money
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
2001
2003
2005
2007
2009
2011
2013
Angebotsentwicklung
und Vermarktung
Incoming
Personalkosten
Product development amp marketing
Incoming
Personel
Mostviertel Tourismus ndash strategy and daily business
Mostviertel Zielelandkarte 2015+ Strategische Stoszligrichtung 1 Strategische Stoszligrichtung 2 Strategische Stoszligrichtung 3
Markenpositionierung Markterschlieszligung cee Umsatzsteigerung
wir
tsc
hft
l
Erf
olg
Ku
nd
en
M
ark
tP
roze
ss
e
Inn
ov
ati
on
En
twic
klu
ng
Zielelandkarte Mostviertel Tourismus 2010+
Hohe Marken-
identifikation in
der Region
Regionstypische
Genusskompetenz
aufgebaut
Marktfaumlhige
Angebotskapazitaumlten
hergestellt
SGF markenkonform
profilierte marketingfaumlhige
Betriebe entwickelt
cee
Marktzugaumlnge
erschlossen
Markterschlieszligender
effektiver Vertrieb
Markenaufladung
uumlber Events und
Packaging sicher
gestellt
Rasch
kommunizierende
Info-Broker
Effiziente Verkaufs-
abwicklung
Familien-
image cee
aufgebaut
Mostviertel als TOP 3
Genussregion in
Oumlsterreich positioniert
Bekanntheitsgrad
Mostviertel eheblich
gesteigert
Verlaumlngerung
der Aufenthalts-
dauer
cee Naumlchtigungen
erheblich gesteigertSteigerung der
touristischen
Wertschoumlpfung
Steigerung
regionaler Umsaumltze
durch regionale
Produkte
161715 14
Gesamtzufriedenheit der
Gaumlste erheblich
gesteigert
1
25 4 3
9 87 6
13111210
clients market
innovation
development
processes
Economic
success
Mostviertel Zielelandkarte 2015+
clients Market
innovation
development
processes
Economic success
Brand
positioning
Open new markets in
CEE Increase sales
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Mostviertel Tourismus ndash strategy and daily business
Mostviertel Zielelandkarte 2015+ Strategische Stoszligrichtung 1 Strategische Stoszligrichtung 2 Strategische Stoszligrichtung 3
Markenpositionierung Markterschlieszligung cee Umsatzsteigerung
wir
tsc
hft
l
Erf
olg
Ku
nd
en
M
ark
tP
roze
ss
e
Inn
ov
ati
on
En
twic
klu
ng
Zielelandkarte Mostviertel Tourismus 2010+
Hohe Marken-
identifikation in
der Region
Regionstypische
Genusskompetenz
aufgebaut
Marktfaumlhige
Angebotskapazitaumlten
hergestellt
SGF markenkonform
profilierte marketingfaumlhige
Betriebe entwickelt
cee
Marktzugaumlnge
erschlossen
Markterschlieszligender
effektiver Vertrieb
Markenaufladung
uumlber Events und
Packaging sicher
gestellt
Rasch
kommunizierende
Info-Broker
Effiziente Verkaufs-
abwicklung
Familien-
image cee
aufgebaut
Mostviertel als TOP 3
Genussregion in
Oumlsterreich positioniert
Bekanntheitsgrad
Mostviertel eheblich
gesteigert
Verlaumlngerung
der Aufenthalts-
dauer
cee Naumlchtigungen
erheblich gesteigertSteigerung der
touristischen
Wertschoumlpfung
Steigerung
regionaler Umsaumltze
durch regionale
Produkte
161715 14
Gesamtzufriedenheit der
Gaumlste erheblich
gesteigert
1
25 4 3
9 87 6
13111210
clients market
innovation
development
processes
Economic
success
Mostviertel Zielelandkarte 2015+
clients Market
innovation
development
processes
Economic success
Brand
positioning
Open new markets in
CEE Increase sales
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Mostviertel Zielelandkarte 2015+ Strategische Stoszligrichtung 1 Strategische Stoszligrichtung 2 Strategische Stoszligrichtung 3
Markenpositionierung Markterschlieszligung cee Umsatzsteigerung
wir
tsc
hft
l
Erf
olg
Ku
nd
en
M
ark
tP
roze
ss
e
Inn
ov
ati
on
En
twic
klu
ng
Zielelandkarte Mostviertel Tourismus 2010+
Hohe Marken-
identifikation in
der Region
Regionstypische
Genusskompetenz
aufgebaut
Marktfaumlhige
Angebotskapazitaumlten
hergestellt
SGF markenkonform
profilierte marketingfaumlhige
Betriebe entwickelt
cee
Marktzugaumlnge
erschlossen
Markterschlieszligender
effektiver Vertrieb
Markenaufladung
uumlber Events und
Packaging sicher
gestellt
Rasch
kommunizierende
Info-Broker
Effiziente Verkaufs-
abwicklung
Familien-
image cee
aufgebaut
Mostviertel als TOP 3
Genussregion in
Oumlsterreich positioniert
Bekanntheitsgrad
Mostviertel eheblich
gesteigert
Verlaumlngerung
der Aufenthalts-
dauer
cee Naumlchtigungen
erheblich gesteigertSteigerung der
touristischen
Wertschoumlpfung
Steigerung
regionaler Umsaumltze
durch regionale
Produkte
161715 14
Gesamtzufriedenheit der
Gaumlste erheblich
gesteigert
1
25 4 3
9 87 6
13111210
clients market
innovation
development
processes
Economic
success
Mostviertel Zielelandkarte 2015+
clients Market
innovation
development
processes
Economic success
Brand
positioning
Open new markets in
CEE Increase sales
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Mostviertel Zielelandkarte 2015+
clients Market
innovation
development
processes
Economic success
Brand
positioning
Open new markets in
CEE Increase sales
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Strategic directions ndash Mostviertel 2015
1 Brand positioning
bull create brand experience areas with a creative idea
bull Concentrated market investment ndash enterprises which want and can cooperate
bull Create brand identity
2 Open new markets in central Europe
bull Comunicate the brand
bull Secure distribution
3 Increase sales
bull Extension of stay
bull Increase sales of regional products
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Competitive advantage
low middle high
low
m
idd
le
hig
h
Mark
et
attra
ctivness
Family
Genieszligen amp Entdecken
5 MICE amp
Business
Berg- Mountain
6 Kur amp Erholung
Winter
Groups
1 2
3
4
5
Strategic business segments
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
e-Destination Niederoesterreichat
Booking Center
Mostviertel Tourismus GmbH wwwniederoesterreichat
wwwmostviertelinfo
Sales markets
Unterkuumlnfte
Data manager
wwwmostviertelinfo
Quality for information and sales
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Sales
bull Incoming office
bull Sales trips with partners (B2C and B2B)
bull Direct Mailing to travel agents (B2B)
bull Booking and reservation center
bull Contracts
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Scope of duties in a tourism destination
bull Core business system
bull Sales
bull Branding
bull Quality management
bull Knowledge management
bull Destination Management Company
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Lower Austria and its destinations
So similar But so different as well
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Examples of product development in the Mostviertel
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Sustainability and Innovation EU-Award for the Pielachtal 2007
Sustainability and
innovative products
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
bull MostBirnHaus - opended 2007 - 20000 visitors - 30 villages investes
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Stories from the own history the chair of stories
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
The individual trip advisor Rent a SEPP
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Cultural places
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
wellenklaenge
and
gipfelklaenge
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
To achieve successes
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Arrivals Mostviertel 1992 to 2012
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Arrivals amp guest nights Mostviertel 1992 to 2012
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
A
G
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Tourism revenues und value
bull Revenues through overnight stays
ca 87 million Euro
ca 58 million Euro value
bull Excursion tourism
ca 123 million Euro revenues
ca 81 million Euro value
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
1999
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
Wien
Ouml ohne W
Deutschland
Ausland
Investment into identity How did the markets develop
Wien
Oumlsterreich ohne Wien
Deutschland
Ausland ohne
Deutschland
Remaining countries
Germany
Rest of Austria
Vienna
Remaining
countries
Vienna
Germany
Rest of Austria
1999 2012
2020
2020
