Following the Vision T strategy presented in June, Austria’s Ministry of Tourism announced that its new tourism strategy is now moving into the implementation phase. Outlining its goals at the Tourism Summit in Alpbach, the ministry said it plans to strengthen the sector through digitalization and artificial intelligence, while also improving framework conditions for businesses.
State Secretary for Tourism Elisabeth Zehetner said in a statement on the country’s tourism sector goals: “With Vision T, we set our direction this summer. Now we are starting the implementation phase. Our goal is clear: more value rather than more volume. We want more added value throughout the year, stronger businesses and more stable year-round jobs.”
AI Use Identified as Initial Focus
The ministry said the initial focus would be on the use of artificial intelligence and digitalization, highlighting the development of an AI package for the tourism sector designed to make practical applications accessible, particularly for small and medium-sized businesses.
Zehetner said: “AI will change the way guests search for, plan and book travel. We are ensuring that this development benefits not only large international platforms, but also family-run hotels, guesthouses and businesses in the regions.”
