New strategies for tourism in Austria

The increasing tourism industry and a growing number of tourists are a challenge for managers because every country or region is eager to gain a good share of the growing market. However, there are discrepancies among the countries—the new ones on the market and those, which are traditionally well established. Austria is one of them, and one could ponder that there are no problems as its program appears to be self-propelled. But there are structures that have been changing. New strategies of tourism in Austria are the research objective of this scientific study. The study examines tourists’ preferences as theoretical threshold. In addition, the marketing aspect of the study highlights incentive approach towards groups of old, returning customers and new customers while coping with customers’ ever changing preferences. There are several new strategies to attract visitors worldwide. The world is striving for being a global site. On the one hand, it is confronted with terror, fear and the wish for security and on the other hand, it is searching for a personal way of self-realization. Tourism strategies in Austria are also related to the internal organization for outward appearance. Key factors in Austrian´s tourism industry that should attract tourists are hospitality, regionalism and sustainability. All in all, the objective of this study is to assess new strategies in Austrian tourism taking all aforementioned aspects and factors into account and to elaborate our recommendations for implementing them in a new environment.