Brand and Strategy – In Perfect Harmony Take a risk, visit Linz

The destination strategy developed by Linz Tourismus for 2030 is built on tourism as a sustainable force for a liveable future.

Linz hast the potential to surprise and inspire with curiosity and innovation. The Areas of Action – sustainability, digitalisation, experience quality, networks and resilience – form the foundation.

The brand values are key: Consistency, Different for Good Reason and Community. Linz acts with consistency by avoiding artificial attractions and instead making the city authentically experienceable. “Different for Good Reason” means that Linz deliberately places its focus on the future instead of the past. Community is fostered by encouraging guests and locals to share experiences, rather than separating them. The brand personality of Linz is far more than a marketing tool – it is an integral part of the destination strategy and makes Linz distinctly experienceable.

Brand Personality Destination:Linz

Linz stands out with a strong and multifaceted brand identity. The city is curious, progressive and resilient; it connects the past with the future and surprises with unexpected perspectives. These characteristics are authentic and form the mental foundation of a city that embodies and actively shapes transformation.

© Martin Stöbich
  • Curiosity & spirit of innovation:
    Linz is a city that is constantly evolving. Its openness to new ideas is reflected in its culture, economy and technology. This perfectly complements the strategic pillar of digitalisation and innovation. Data-driven destination management, digital experiences and personalised services carry this spirit of innovation into tourism.
  • Authenticity & sustainability:
    Linz is not a typical tourist hotspot – it stands out through authenticity. This set of values aligns with the core strategy of sustainability, which focuses on resource-conscious development, CO2 reduction and the intentional inclusion of the local population. The city positions itself as a pioneer of sustainable tourism
    that benefits both guests and residents. Mass tourism is not an option – for this reason, no typical package deals are offered, and no artificial attractions are developed.
  • Openness & community:
    The Linz brand is inclusive. It encourages encounters and exchange. This is reflected in the strategic focus on resilient networks and participation. The Ecosystem:Destination:Linz involves local stakeholders from business, culture and science, making cooperative projects possible. Guests are not seen merely as visitors, but as part of an open and inspiring community. Locals and guests alike are meant to share the same space freely and informally.

The Linz brand

The Linz brand is not just a visual or communicative identity – it is a strategic tool. It gives the Linz Tourismus strategy a face and enhances its impact. By consistently linking brand values with strategic goals, a destination emerges that surprises, inspires and creates a liveable future through sustainable transformation.

We were supported in the creation of the brand by the agency Fredmansky.

More about our strategy 2030