Goals

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Ecological Goals

Linz is pursuing sustainable tourism development based on clear guidelines, certifications and close cooperation with the city. Through awareness-raising, environmentally friendly mobility and tangible sustainability, we strengthen responsible tourism. Measurable progress and certified standards ensure long-term ecological quality and increase the attractiveness of the destination.

  • Definition of a sustainability mission statement for Linz Tourismus to provide guidance and incorporate destination certification as a systemic tool into the Destination Strategy 2030.
  • Development of a “tourism sustainability community” at the destination of Linz through awareness-raising and sensitisation among businesses and partners, including the creation of a measurement system for evaluation, with the goal of increasing certifications among tourism-related enterprises.
  • Certification of Linz Tourismus as a “Klimabündnis” organisation by 2026 with maximum reduction of the organisation’s CO2 footprint.
  • Institutionalisation and standardisation of coordination and collaboration with the City of Linz with regard to spatial development and the protection of nature and landscape.
  • Preparations for the destination’s certification under the Austrian Eco-label for Destinations, with implementation to be completed by 2030.
  • Promotion of sustainable mobility and increase in arrivals and departures
    using environmentally friendly modes of transport. Expansion of sustainable
    transport use within the destination and active encouragement for guests to
    adopt it. Finally, ensuring better measurability of the associated measures.
  • Inspiring guests with sustainability and making genuine sustainability within the destination noticeable, tangible and accessible. Actively communicating progress in the area of sustainability and making it visible and perceptible in order to motivate everyone toward more sustainable behaviour.
  • Certifications in the meetings and congress sector through the expansion of certification offces in Linz and by encouraging organisers to certify their events as “Green Meetings”.

Economic Goals

To ensure the sustainable development of tourism in Linz, we are focusing on extending the length of stay, strategies for qualitative growth and a brand-oriented destination management approach. Through digitalisation, regional focus and data-based optimisation, we strengthen value creation, promote knowledge transfer and enhance the attractiveness of the destination for guests, businesses and the local population.

  • Extending the length of stay and increasing the average overnight duration (as of 2023: 1.8 nights on average) in order to achieve the desired number of overnight stays with fewer arrivals and departures. This is to be achieved primarily through leisure guests and guests from nearby markets, and has positive ecological and economic effects.
    Linz is being positioned as a “Workation destination” ; in addition, more sustainable events and congresses should also contribute to longer stays.
  • Establishing a shared definition and subsequent measurement of qualitative
    growth in tourism using an appropriate KPI toolkit. This enables continuous
    monitoring and regular evaluation of the ecological, economic and social
    impacts of tourism, as well as the participation of residents and stakeholders.
  • Implementing our destination marketing with a consistent, brand-oriented and sustainable approach in cooperation with our tourism partners – for dialogue groups such as guests, companies and their employees as well as the local population – to further improve the destination’s image. At the same time, we will focus in particular on improving measurability through defined KPIs and increasing the effectiveness of marketing through data-driven campaigns. Increasing use of the Visit Linz app by overnight guests and the resulting evaluation possibilities support us – along with the proactive planning of at least three annual topics – 42 Economic Goals in driving the early development of offerings with tourism partners such as UNESCO World Heritage sites and in making even better use of existing brand positions like City of Media Arts.
  • Optimising data quality and digitalising processes for better measurability and the conservation of human resources:
    - Improving data quality of POIs and gastronomy businesses in TOURDATA
    - Automating data collection processes and interfaces while maintaining data quality
    - Advancing inquiry processes through automation
    - Showing the vibrancy of the city in real time (e.g. hotel occupancy rates, location utilisation, POI status)
    - Increasing direct bookings (FERATEL “one-stop shop”) for accommodation and experience bookings
  • Local prosperity: Placing a focus on locality and regionality in product and offer development as well as in communication. Unearthing and developing “hidden treasures”!
  • Developing and implementing an action plan for knowledge transfer to partners, beginning with the eCoaches already available in the organisation.
  • Increasing guest-generated value .

Social Goals

Through stronger networks, support for culture and greater participation by the local community, Linz strengthens identification with tourism. The focus is equally on the common good, quality of life and guest loyalty, as well as on international cooperation. A future-proof strategy, including resilience management, ensures sustainable and adaptable destination development.

  • Increasing the systemic integration of tourism into the living environment as a hub for the ecosystem for the destination of Linz through curation, awareness-raising and relationship-building. This includes the involvement and active participation of the local community and the strengthening of collaboration within the ecosystem for the destination of Linz – for example, through cross-sector cooperation and the representation of tourism, acceptance and density in a suitable index.
  • Culture and identity: Emphasising cultural particularities such as traditions, local culture and craftsmanship, as well as their links to modernity and the future.
    - Intensive cooperation with key stakeholders in the cultural sector
    - Promotion and communication of the sale of regional products
  • Common good and quality of life: Increasing acceptance of tourism within the destination in order to make its benefits to the city more visible, raise public awareness of them and strengthen identification with tourism. We want the clear majority of Linz residents to continue to view the tourism development of their city positively – and we will monitor this annually through surveys.
  • Guest loyalty and recommendations: Increasing the recommendation rate of
    Linz visitors and evaluating and expanding communication channels such as
    direct messaging and needs-based, personalised communication with end
    customers.
  • Tourism network and international cooperation: Launching an ambassador programme and organising an annual Linz Ambassador Summit.
    - Implementing cooperation projects with international partner cities or regions
  • Strategic and future readiness:
    - Reevaluating the destination strategy every two years with the involvement of the Ecosystem:Destination:Linz.
    - Implementing risk-prevention measures by 2027: Developing and shaping a crisis response plan in cooperation with the necessary partners (police, emergency services, City of Linz). Raising awareness among staff for different types of crisis response.

More about our strategy 2030