Since 1955, the Austrian National Tourist Office (ANTO) has worked to promote Austria as a holiday destination. It cooperates closely with Austrian tourism businesses to promote their products and support their marketing efforts. ANTO targets its marketing to three key regions: Western Europe, Central and Eastern European Countries and overseas countries, covering 96% of all overnight stays.
Austria’s area of excellence is without a doubt its nature. From majestic mountain vistas and pristine slopes to lush rolling hills and clear lakes, it is a playground for those who love the great outdoors. ANTO wishes to increase the number of leisure travellers in both winter and summer. In winter their target audience are enthusiasts of ski, snowboard and winter sports, in summer those who seek to escape the stress of daily life by unwinding in a natural environment. Encouraging visits from the lucrative UK market is a top priority.
Both as a winter and summer destination, Austria is not as popular as some other destinations amongst UK holidaymakers. Summer break tourism is low and aside from the main popular ski resorts, several world class Austrian resorts just off the beaten track have low recognition and low numbers of UK visitors. Continuously challenging these perceptions is ANTO’s main marketing goal.