A TOURISM MODEL FOR THE DIGITAL AND SUSTAINABLE AGE

February 4, 2026 Traveller Times

AUSTRIA 2030: A TOURISM MODEL FOR THE DIGITAL AND SUSTAINABLE AGE

Interview with
Astrid Steharnig-Staudinger,
Chief Executive Officer of Austria Tourism

Austria’s Vision for the Future of Tourism

Digital transformation is shaping the global tourism landscape.
How is Austria integrating AI and digital innovations into its
national tourism strategy to enhance visitor experiences, improve
destination management, and strengthen Austria’s position as a top
travel destination ?

Austria Tourism is leveraging AI and digital innovation in
our national tourism strategy to maintain its competitive
edge. We are focusing on three key areas: enhancing the
visitor experience, advancing destination management, and
strengthening Austria’s global position by using technology
in marketing to strengthen human connection, storytelling,
and brand relevance.
For example, our AI Concierge, an intelligent chatbot,
provides on austria.info personalized travel recommendations
and helps visitors intuitively connect with Austria’s diverse
offerings – tailored to their interests and powered by smart
technology. We also drive innovation through initiatives
like the Change Tourism Austria community, which brings
together more than 1,500 stakeholders to co-create data
driven solutions for a more resilient and responsive tourism
landscape. Our AI Radar, a continuous knowledge-sharing
platform, identifies emerging AI trends and translates them
into practical use cases – empowering destinations to make
smarter, data-driven decisions and ensuring that innovation
is accessible at every level, from local to national. Austria’s
true competitive advantage lies not only in its breathtaking
landscapes, but also in its unique way of life – our Lebensgefühl.
Through digital and AI-powered marketing tools, we want to
bring this feeling to life globally.
Personalization in Tourism: Creating Tailored Experiences

Travelers today seek unique and personalized experiences. How
is Austria leveraging AI, big data, and digital marketing tools to
provide customized recommendations and immersive experiences?
Could you share specific initiatives like Austria’s Data-Based
Tourism Insights Platform or Smart Destination Austria that
showcase this transformation?
Personalization in tourism depends on high-quality
data. At Austria Tourism, we’ve made data excellence a
cornerstone of our strategy for years. Through initiatives
like our flagship Tourism Data Space, we provide a secure
environment for stakeholders to share data and create richer
insights for personalization. It turns this shared data into
actionable intelligence, enabling tourism stakeholders to
better understand visitor preferences and deliver tailored
experiences. In addition, we support the industry with
traditional market research and insights from our global
experts. Our research platform provides easy access to visitor
behavior data, emerging trends and market potential. By
connecting these insights directly to customer touchpoints,
such as our AI Concierge, we ensure that visitors receive
real-time, personalized recommendations that enhance their
travel experience. Ultimately, our goal is to turn data into
meaningful, tailored travel experiences.

Sustainability & Green Tourism in the Digital Age

Austria is a global leader in sustainable tourism.

How is the Austrian National Tourist Office using digital tools, AI, and
green technologies to promote eco-friendly travel, reduce carbon
footprints, and support regenerative tourism initiatives such as
Austria’s Green Tourism Certification Program?
To sustain Austria’s leadership in sustainable tourism, we are
driving a transformation that harmonizes environmental,
socio-cultural, and economic factors. We use digital tools
and AI to promote eco-friendly travel by showcasing best
practices, managing tourist flows, directing visitors to less
crowded areas or off-peak times, and encouraging eco-friendly
mobility options like public transport and bike sharing. With
our annual Sustainable Tourism in Austria Summit, we bring
together tourism stakeholders and sustainability experts to
share knowledge, explore regenerative tourism solutions and
drive collaborative projects. That’s how we strengthen Austria
as a global leader in sustainable tourism.
We also support regenerative tourism initiatives like the
Austrian Ecolabel, which highlights clear environmental and
social criteria and certifies sustainable tourism businesses. AI
and digital tools play a key role in meeting these standards,
particularly in energy use, waste reduction, and regional
sourcing.

Smart Destinations & Digital Innovation

Austria has been at the forefront of smart tourism solutions. How
is your office collaborating with regions and cities to implement
digital innovations such as Vienna’s Smart City Tourism Strategy
or Salzburg’s AI-Driven Visitor Flow Management? How do these
initiatives balance tourism growth with local community well
being?
We work closely with regions and cities to implement digital
innovations such as Vienna’s Smart City Tourism Strategy
and Salzburg’s AI-driven visitor flow management. These
initiatives aim to balance tourism growth with the well
being of local communities by optimizing visitor flows
and promoting sustainable development. Through these
collaborations, we are fostering innovations that ensure
tourism remains beneficial for both visitors and locals.

Investment & Business Opportunities in Austria’s Tourism
Sector .

Technology and innovation are opening new investment avenues
in tourism. What are the key investment trends shaping Austria’s
tourism sector, and how can global investors engage in Austria’s
tech-driven tourism projects, digital hospitality solutions, and
sustainable infrastructure developments?
In the Austrian tourism sector, the most important investment
trends center around AI, Web 3.0 and blockchain. AI enhances
personalization and operational efficiency, while blockchain
ensures secure, transparent, and sustainable tourism services.
Web 3.0 enables immersive, decentralized experiences.
Sustainability remains key, with a focus on climate-resilient
infrastructure and future-ready tourism.
To give global investors access to Austria’s tech-driven
tourism ecosystem, Austria Tourism connects innovative
startups with industry opportunities through events such as
hackathons and the Inno-Days 2025, which bring together
companies with young talents from universities and colleges.
That’s how we make sure to foster future-ready solutions and
open direct pathways to investments in digital hospitality,
seamless travel, and sustainable infrastructure.

Fraud Management & Cybersecurity in Digital Tourism

With the rise of digital transformation in tourism, cybersecurity
and fraud prevention have become critical. How is Austria
implementing secure digital solutions to protect travelers’ data,
prevent fraud, and ensure safe digital transactions in tourism
services?
As part of the European Union, Austria operates within one
of the most robust digital regulatory frameworks in the world.
Compliance with the General Data Protection Regulation
and alignment with upcoming legislation, such as the EU AI
Act, are central pillars of our digital tourism transformation.
These frameworks ensure that traveler data is handled
with the highest standards of security, transparency, and
accountability. Beyond compliance, Austria Tourism actively
promotes digital literacy and ethical innovation within the
industry.