Isabella Rauter, Global Head of Public Relations for Vienna Tourism Board, tells Ayushi Sharma that the city continues to attract Indian visitors with its history, art, glittering palaces and musical heritage
What kind of travellers are you catering to?
I have been coming to India for the past five years now. The whole idea is to focus on Vienna on the basis of what interests the Indian travellers. The main focus is on three things. First, this year marks the 250th birth anniversary of Ludwig Van Beethoven, the German composer. A series of events and performances have been organised around that. The city will pay special homage through concerts, operas and events by composers including Mozart. Second, the focus is on luxury travellers, millennials. We don’t really cater to mass tourism. People who are culturally inclined, interested in music and who love to engage in new experiences, are what we are looking at. Culture is really an important part of the city. Third, Vienna has come out with its Visitor Economy Strategy for 2025. It aims at keeping the ecological footprint of tourism as low as possible. We are looking at how the city will contribute to giving the best experience to the visitors as well as to the Viennese people.
Why should Indian travellers put Vienna on their bucket list?
Vienna is home to some of the world-renowned museums, palaces, art collections, music and theatre stages that host over 15,000 concerts annually and sights from the Imperial era. Sigmund Freud never really grew to like Vienna but nevertheless spent almost 80 years of his life in the Austrian metropolis. The Sigmund Freud Museum takes you back in time in search of “Freud’s Vienna.” The 18th-century Schonbrunn Palace is worth visiting not only for its magnificent architecture but also for its park-like setting. Dotted with parks and gardens, farmer’s fields and meadows, and boasting a biosphere park as well as a national park, Vienna is a green city. Protecting the environment and sustainability are always high on the agenda. Smart strategies help to make sure that this urban space remains as liveable as always.
Best known for its huge Dinosaur Hall and for the world’s largest exhibit of meteorites (which includes the Tissint meteorite from Mars that fell in Morocco in 2011), Vienna’s Natural History Museum should also be on the list. Its 39 exhibit halls trace such subjects as the origins and development of humans and the evolution of human culture from prehistoric times.
How does Vienna’s coffee culture sets the tone for the tourists?
Although many countries can boast about the quality of their coffee but Vienna has elevated it to an art form and its consumption to a lifestyle. Coffee is the highlight of the city. By literally buying just a single cup, a person can spend the entire day at a coffee house. It’s an integral part of the city’s social experience. We have very old traditional coffee houses mainly from the 18-19th century. It was a time when very famous artists and writers sat there for hours. It used to be a great place for discussions. We still have those old traditional houses but of course, new contemporary ones have also come up.
Given India’s economic slowdown, how does it impact the tourism industry in Vienna?
We only need 65,000 travellers in a year. India’s economy cannot really stop people from travelling where they wish to. There will always be enough tourists.
What are the other major attractions?
It’s perfect for a family holiday and is also the convention capital. Vienna is one of the most popular meetings destinations anywhere in the world. The city’s location in the heart of Europe and its role as a link between East and West are among its biggest strengths. As many as 74 airlines provide regular connections to and from 195 destinations worldwide. The city’s efficient public transport system comprising tram, bus and metro is as convenient for small children in strollers as it is for the elderly. Vienna offers enough activities for families with children, making it the best city for a memorable family holiday.
