Culture Tour Austria
The strategic programme for cultural tourism in Austria
After Destination Management Monitor Austria and Austria –
Wellbeing Destination of Europe, the strategic programme for cultural
tourism Culture Tour Austria is the third strategic programme for
innovations in tourism initiated by the Austrian Federal Ministry of
economics and labour. Cultural tourism is a major growth area in European as
well as in world-wide tourism. As a consequence of trends towards culture,
mobility and internationalisation, increasing international cultural tourism
is on the forefront of visible changes in global society. World-wide market-
and trend research, accordingly, predicts dynamic growth in demand. Austria,
with its well-established world-class tourism industry and its unique
cultural heritage as well as its ever newly-vibrant contemporary culture is
in the privileged position of having served as a destination for cultural
tourism long before even the term was conceived. Now that cultural tourism
is clearly on the map, international competition is developing quickly, and
new markets evolve, the new initiative will set off the innovations
necessary to stay on top.
It is essential to develop new strategies, which align product development
and marketing with the requirements of future markets. The strategic
programmes for innovations in tourism by the Federal Ministry of economics
and labour are designed to set those impulses and offer development support
to market Austria’s specific strengths on the international tourism markets.
In co-operation with the Federal Ministry for education, science and culture,
the ministry finances a two-year key programme for the development and
internationalisation of cultural tourism in Austria. The two ministries
together allocated a budget of around € 900.000 to the project for this
period, a sum planned to be enhanced through active participation from
regions and local governments. For further development of the projects after
the initial period, the Ministry of economics and labour’s existing
innovation- and co-operation funds can be used.
To realise a strong position in the cultural tourism of the future, it is
important to re-interpret and re-package the country’s rich history for new
markets and new guests. It is, however, not sufficient. Future demand will
also be shaped by individualism, the craving for personal creativity, and
the need for self-improvement. Add to this the desire for authentic
experiences. Personal development, orientation towards the future, better
understanding of culture and inter-cultural skills are driving forces which
correspond to the challenges of a globalised world. New, creative forms of
learning and access to culture are highly in demand. Cultural Tourism is not
only about understanding the past, but also about giving access to the
future.
The strategies developed by and with Culture Tour Austria can only be
implemented and taken to an operational level if a new quality of
co-operation between the cultural sector and the tourism sector can be
established. The programme wants to turn the relatively successful
co-existence of the two sectors into a creative togetherness to realise a
real exchange of specific strengths and experiences for the development of
new products and access to new markets. Specifically designed workshops and
numerous joint projects will support the achievement of this new quality of
co-operation.
Culture Tour Austria
Programme Management and Key Projects
The two-year programme was designed with international experts from the
cultural and tourism sectors and is managed by the company invent –
Institut für regionale Innovationen, subdivision invent culture.
Dr. Hubert Bratl, founder of the company and renowned specialist for
systemic analysis and clustering, and Dr. Patrick Bartos, arts management
consultant with excellent international experience, are responsible for the
strategic and operational management of Culture Tour Austria.
Contact the Management Team:
Strategic Management – Hubert Bratl
Operational Management – Patrick Bartos
invent culture
A-1080 Vienna
Lederergasse 35/5/1
Tel: +43 1 407 87 33
Fax: +43 1 407 87 33 10
invent@invent.or.at
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