Austria. Tourism in the economy. Tourism governance and funding

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1 Austria Tourism in the economy According to the Tourism Satellite Account, the direct value-added effects of tourism in 2014 totalled EUR 18.1 billion, or 5.5% of GDP. About full-time job equivalents could be directly attributed to tourism related industries in 2013, contributing 7.3% to overall employment in Austria. In 2014, the number of international tourist arrivals in all accommodation establishments in Austria (commercial and private) was 25.3 million (up 1.9% over 2013). The fastest-growing source markets, compared with 2013, were Asian countries, including Chinese Taipei up 35.3%, the Republic of Korea up 28.6% and China up 21.9%, while Russia lost importance (down 8.9%). Germany, the most important market for Austria, remained stable with 11.8 million arrivals. Domestic tourist arrivals in paid accommodation totalled 12.3 million (up 1.9%) in 2014, and 35.7 million bednights were registered. Record highs with regard to arrivals were recorded during both the winter months (November 2013 to April 2014) and summer season (May to October 2014), with 5.1 million and 7.1 million arrivals respectively. In 2014, accommodation establishments (excluding campsites) and 1.1 million beds (excluding extra beds) were listed in Austria. While this represented a fall in the number of accommodation establishments of 0.3% over the 2013 level, the number of four and five-star category establishments remains the same. Tourism governance and funding According to the Austrian Federal Constitution, the nine Länder (federal states) have the legislative and executive competencies for tourism affairs. Nevertheless, as tourism is a typical cross-cutting sector, both federal and European laws apply. At the national level, tourism policy is the responsibility of the Federal Ministry of Science, Research and Economy ( the Ministry ). In 2010 the Minister launched a national tourism strategy with the objective of close and strategic co-ordination on tourism issues. In particular, this strengthens co-ordination between the national and regional levels, which are closely involved in the so-called Strategic Group. The Länder are also regularly consulted in another permanent working group for the European Union and international tourism activities. Co-operation with other ministries, departments, institutions and the tourism industry is organised for specific topics either on the longer term via permanent working groups or round tables (e.g. sustainable mobility, labour market, visa, tourism ethics), or on a case-by-case basis (e.g. new funding schemes, new legislation affecting tourism). The Austrian National Tourist Office (ANTO or Österreich Werbung) is the country s national tourism marketing organisation. It is funded by the Ministry (75%) and the Austrian 128

2 Federal Economic Chamber (25%). The ANTO co-operates closely with the Austrian tourism trade (e.g. tourist boards of the Länder, destinations and tourism businesses) for marketing services. The core competences of the ANTO are market research, brand management, innovative marketing, both domestic and international, and tourism networking and information brokering. In its international strategy, it focuses on increasing Austria s market share in the most promising international markets. Austria: Organisational chart of tourism bodies Parliamentary Committee for Tourism Federal Ministry of Science, Research and Economy Governments of the nine Länder administrations Department for Tourism and Historical Objects National Tourism Policy International Tourism Affairs Tourism Service Tourism Funding Social Partners Tourism Associations Austrian National Tourist Office (ANTO) Austrian Federal Economic Chamber Austrian Federal Chamber of Labour Association of Austrian Hoteliers Association of Austrian travel agencies and tour operators Others Austrian Bank and Tourism Development Austrian Economics Service (Austria Wirtschaftsservice) Source: OECD, adapted from the Federal Ministry of Science, Research and Economy, In 2014, the national tourism administration dispensed a budget of EUR 51 million. Of this total, EUR 20.5 million were dedicated to the financial support of SMEs (administered by the Austrian Bank for Tourism Development and subject to regular evaluation based on a range of key indicators), EUR 24.1 million were directed to the annual budget of ANTO and EUR 6 million were disbursed by the Ministry in the form of individual subsidies for co-financing tourism projects and service contracts. Also, EUR 50 million in European Recovery Programme (ERP) funds were made available for loans to SMEs in the tourism industry. In addition to the national budget, all nine Länder have their own tourism budgets in order to support their specific tourism development programmes. Tourism policies and programmes Key issues and challenges for Austria include: high dependence on a small number of core markets and the co-ordination of marketing efforts; encouraging investment and innovation as well as improving the size and quality of tourism enterprises; combatting seasonality and fostering year-round product development (summer and winter peaks, climate change); improving accessibility, connectivity and sustainable transport (e.g. high dependence on car traffic, Alpine topography); employment and labour market issues (e.g. need for qualified labour force); and the administrative and regulatory environment (new legislation at European and national level, e.g. the package travel directive, national tax reform). 129

3 The 2010 National Tourism Strategy looked to address these issues. Relevant initiatives have included: Marketing. Action leads to closer co-operation between ANTO and the nine tourism marketing organisations of the Länder in the fields of branding, marketing, IT, research and communication to streamline activities and enhance efficiency. Finance and investment. The Ministry continues the strong public-private partnership with the Austrian Bank for Tourism Development which handles SME funding programmes. The main objectives of these programmes are to encourage investment and innovation, to improve the quality and grow the size of tourism enterprises and to encourage new business start-ups. The Förderpyramide (a co-ordination instrument for funding at national and Länder level) defines competences more effectively, reflects the importance and size of projects and helps to increase transparency for SMEs. Initiatives include debt support from the Ministry or Länder to young entrepreneurs taking over and investing in their family business and an agreement with the European Investment Bank, whereby it will provide up to EUR 250 million over the next years which will be used by the Austrian Tourism Bank for Tourism Development to provide tourism SMEs with loans at reduced interest rates. Employment and labour market. Since 2014 there have been regular meetings of a working group dealing with shortcomings in the tourism labour market. There has also been a decision on new apprenticeships (March 2015) and the possibility of introducing quality management in the system of apprenticeships. Apprenticeships are promoted via support for enterprises, award schemes and discount cards for apprentices in the tourism industry; information packages for teachers about training possibilities as well as information brochures that help apprentices through the application process. Improving accessibility, connectivity and transport. There have been conferences, workshops, publications etc. to improve the linkage between tourism and (sustainable) transport (including the organisation of a yearly Tourism-Mobility-Day ) along with communication initiatives concerning customers with special needs, e.g. a handbook about the legal framework with regard to accessibility and respective construction standards. Climate change. Research, knowledge transfer and information measures have been undertaken about the implications of climate change and possible response strategies within the tourism industry (e.g. studies such as Hot town, summer in the city and Impacts of Climate Change on Tourism in Austria 2030 or the publication of guidance documents such as Energy efficiency measures for hotels and gastronomic businesses published in 2015). Subsidies are given for relevant actions in the use of green energy, water, construction and mobility. Innovation. A bi-annual award (Österreichischer Innovationspreis Tourismus) has been organised in co-operation with the Länder, dedicated to innovative best practices, with financial project support for the winner. There have been product innovation workshops organised by ANTO and increased subsidies for innovation. One such subsidy is the Innovationsmillion, which supports innovative flagship tourism projects based on stakeholder co-operation at the destination level, and for which the ministry, together with the European Union, provide EUR 1 million a year. The administrative/regulatory framework. The Ministry has put in place an independent commission to analyse the regulatory and administrative system (including tourism) and installed a reporting platform. 130

4 Statistical profile Table 1. Austria: Domestic, inbound and outbound tourism TOURISM FLOWS, THOUSAND Domestic tourism Total domestic trips Overnight visitors (tourists) Same-day visitors (excursionists) Nights in all types of accommodation Hotels and similar establishments Specialised establishments Other collective establishments Private accommodation Inbound tourism Total international arrivals Overnight visitors (tourists) Same-day visitors (excursionists) Top markets Germany Netherlands Switzerland and Liechtenstein Italy United Kingdom Nights in all types of accommodation Hotels and similar establishments Specialised establishments Other collective establishments Private accommodation Outbound tourism Total international departures Overnight visitors (tourists) Same-day visitors (excursionists) Top destinations Germany Italy Croatia Spain Greece TOURISM RECEIPTS AND EXPENDITURE, MILLION EUR Inbound tourism Total international receipts International travel receipts International passenger transport receipts Outbound tourism Total international expenditure International travel expenditure International passenger transport expenditure Not available Disclaimer: Source: OECD Tourism Statistics (Database)

5 .. Not available Disclaimer: 1. Data refer to number of enterprises. Table 2. Austria: Enterprises and employment in tourism Number of establishments 1 Number of persons employed Total Tourism industries Accommodation services for visitors Hotels and similar establishments Food and beverage serving industry Passenger transport Air passenger transport Railways passenger transport Road passenger transport Water passenger transport Passenger transport supporting services Transport equipment rental Travel agencies and other reservation services industry Cultural industry Sports and recreation industry Retail trade of country-specific tourism characteristic goods Other country-specific tourism industries Other industries Source: OECD Tourism Statistics (Database) Not available Disclaimer: Table 3. Austria: Internal tourism consumption Million EUR 2014 Domestic tourism consumption Inbound tourism consumption Internal tourism consumption Total Consumption products Tourism characteristic products Accommodation services for visitors Food and beverage serving services Passenger transport services Air passenger transport services Railways passenger transport services Road passenger transport services Water passenger transport services Passenger transport supporting services Transport equipment rental services Travel agencies and other reservation services industry Cultural services Sports and recreation services Country-specific tourism characteristic goods Country-specific tourism characteristic services Other consumption products Tourism connected products Non-tourism related consumption products Non-consumption products Source: OECD Tourism Statistics (Database)

6 From: OECD Tourism Trends and Policies 2016 Access the complete publication at: Please cite this chapter as: OECD (2016), Austria, in OECD Tourism Trends and Policies 2016, OECD Publishing, Paris. DOI: This work is published under the responsibility of the Secretary-General of the OECD. The opinions expressed and arguments employed herein do not necessarily reflect the official views of OECD member countries. This document and any map included herein are without prejudice to the status of or sovereignty over any territory, to the delimitation of international frontiers and boundaries and to the name of any territory, city or area. You can copy, download or print OECD content for your own use, and you can include excerpts from OECD publications, databases and multimedia products in your own documents, presentations, blogs, websites and teaching materials, provided that suitable acknowledgment of OECD as source and copyright owner is given. All requests for public or commercial use and translation rights should be submitted to Requests for permission to photocopy portions of this material for public or commercial use shall be addressed directly to the Copyright Clearance Center (CCC) at or the Centre français d exploitation du droit de copie (CFC) at contact@cfcopies.com.

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