Making-Of Strategy development process Linz Tourism

Linz is redefining itself as a destination. The changing requirements and conditions in tourism call for agile organization and flexible approaches. An innovative approach was therefore chosen for the development of the new strategy. The aim was to integrate key areas of destination development and work with all relevant stakeholders to create a vision for the city of the future.

Our self-image

We believe that tourism is much more than just travelling and that people's travel behavior will continue to change. We also believe that tourism can create added value beyond the number of overnight stays and, even more importantly, that it must take responsibility together with others.

In times of staff and capital shortages, we offer guests and residents alike a livable and attractive destination where

The Linz region should spark curiosity and inspire - us, our guests, and residents alike. We are the source of ideas and trends, conveying the spirit of Linz and the experiences it offers to guests and locals alike, who are looking for

  • the environment and people are respected,
  • diversity is welcomed,
  • and technology allows us to have more time for human interaction.
  • a break from everyday life,
  • inspiration & broadening their horizons,
  • as well as for new knowledge & networking.
© Ness Rubey

Unlike comparable destinations, we offer a contrast between culture, industry, and nature. We also have a forward-looking transformative power that you can feel, and we play a pioneering role in the knowledge society and digitalization.

Furthermore, we have an adaptable, courageous, and open mindset. Based on the tourism association's self-image and the following assumptions, the integrative process towards a Strategy 2030 and a Vision for the Future 2040 was launched.

Approaches

In the run-up to our strategy process, we formulated three assumptions that underpin the entire development:

  • We believe that a livable destination is not only a place where people enjoy working, studying, and of course living, but also a place that visitors enjoy visiting.
  • A livable destination is home to many different people and groups who have little or nothing to do with tourism in the narrowest sense. In order to take their roles and interests into account, we have developed the ecosystem:Destination:Linz and actively involved it in the process.
  • We believe that only long-term cooperation between all relevant stakeholders in the destination can bring about positive development.

Ecosystem:Destination:Linz

A holistic ecosystem for Linz improves quality of life, promotes innovation, and makes the city attractive to residents, visitors, and investors. Close cooperation between all stakeholders creates synergies, sustainable solutions, and a stronger sense of community. Linz is thus positioning itself as a diverse, dynamic, and future-oriented destination that values cooperation and diversity.

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On the way to Strategy 2030.

A strategy that is actually a vision of the future. But with people and with enthusiasm. In any case, always on the move.

Step by step towards the vision for Linz 2040 & destination strategy 2030

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Throughout the entire strategy process, we were supported by Pro Active, led by Patrick Rammerstorfer and Katharina Ehrenmüller. The participatory formats for residents were created and implemented by Kira Schinko.

In addition, we established a decision-making body, along with an Advisory & Sounding Board, to generate ideas and feedback. All of these formats and contributors played a central role in the strategic development and direction. Moreover, we at Linz Tourismus aligned ourselves with the Upper Austrian Tourism Strategy 2030 , incorporating the brand values of Upper Austria’s location brand into our own strategic measures. These reinforce regional identity and strengthen brand recognition.