Anton Bruckner goes Berlin - Upper Austria at the International Tourism Fair
Berlin is once again the center of tourism. The ITB made a guest appearance in the German capital at the beginning of March. Upper Austria Tourism presented cultural and culinary highlights with its partners "Anton Bruckner 2024" and the European Capital of Culture Bad Ischl-Salzkammergut.
The world's largest tourism trade show celebrated its comeback after a three-year break: the International Tourism Exchange Berlin (ITB) gathered exhibitors from 180 countries on all five continents from March 7 to 9 to present themselves to international trade visitors.
"It is of central importance for the entire tourism location to present itself in an appealing and modern manner at the world's largest tourism trade fair at the most important origin market", says Tourism State Secretary Susanne Kraus-Winkler, who was on site as the official representative of the federal government. At the "Austria stand" 43 Austrian partners exhibited, including Upper Austria Tourism. The Upper Austrian focus was on the presentation of the launch of the communication offensive for the cultural highlights 2024, the 200th birthday of Anton Bruckner and the European Capital of Culture Bad Ischl - Salzkammergut.
The exclusive presentation together with Österreich Werbung and accompanying measures was Upper Austria's most extensive appearance at the ITB to date and allowed a preview of the coming cultural-tourism focal points. On the most important foreign market, Germany, with 1.156 million overnight stays in the tourism year 2021 at last count, Upper Austria showed its cultural and culinary calling card as a tourist destination.
International press meets Upper Austria at press dinner
The eve of the world's leading trade fair for the tourism industry was enriched by an international press event. The already established event - "4 times across" - under the motto "KulturGenuss auf Österreichisch" was organized this year by Österreich Werbung. Four partners (Kärnten Werbung, Steiermark Tourismus, SalzburgerLand Tourismus and Oberösterreich Tourismus) presented their culinary and tourist highlights of the year between four courses, complemented by cultural performances. Upper Austria was represented by the Spring String Quartet, Norbert Trawöger, the artistic director of Anton Brucker 2024, chef Christoph "Krauli" Held and artist Christoph Mayer. The press dinner took place at Old Smithy's Dizzle in Berlin and was attended by 50 international and renowned travel journalists.
Upper Austrians set the tone in Berlin
On the first evening of the ITB, the Austrian Embassy in Berlin became a meeting place for Upper Austrians. The shared enjoyment experience was all about art and culture from Upper Austria.
This year, the traditional Upper Austria Evening on the occasion of the ITB Berlin was a cooperation event with Österreich Werbung in the Austrian Embassy Berlin. 190 invited guests, among them Upper Austrian tourism professionals, partners from the business world and media representatives as well as Upper Austrians working abroad in Berlin, accepted the invitation and took the opportunity for an exchange and insights into the diverse cultural and culinary delights from Upper Austria.
A high-level panel discussion, with Lisa Weddig, Managing Director of Österreich Werbung, Elisabeth Schweeger, Artistic Director of the Capital of Culture Bad Ischl - Salzkammergut 2024, Norbert Trawöger, Artistic Director of the Bruckner Year 2024 and Andreas Winkelhofer, Managing Director of Upper Austria Tourism, got to the bottom of the connections between culture and tourism and addressed the question of what distinguishes Austria in general and Upper Austria in particular as a land of culture and sets it apart from other travel destinations.
And: A special "guest" also traveled to Berlin: A project that will be on the road in the Bruckner-Year 2024 as an art vending machine (by Helene Huemer) already inspired as an eye-catcher at the welcome in the Austrian Embassy.
