In Linz, we take a systemic view of tourism Words of the future

In Linz, we take a systemic view of tourism – as a dynamic network that can only evolve through collaboration. Tourism is far more than what can be measured in overnight stays and arrivals. It is the interplay of people, places, institutions, businesses and experiences.

Our strategy begins precisely here. The Ecosystem:Destination:Linz is therefore much more than a concept – it lays the groundwork for working together towards a liveable, innovative and sustainable city. Many of the goals and measures we have formulated can only be achieved in partnership with others. Where we have direct influence, we act with full determination. In other areas, we support cooperation to initiate change collectively.

This systemic perspective is reflected in the evolution of tourism organisations – from the traditional tourist information oce to marketing and management organisations, and now to destination management organisations with a living environment perspective. The latter integrates tourism, housing, work and location development into an open system. Linz Tourismus is guided by this forward-looking role: tourism is part of a greater whole and actively contributes to urban development.

For us, sustainability means thinking beyond the present moment. That is why we have developed the future vision “4020 in 2040”, which provides a glimpse of where the journey might lead. A Linz that continues to evolve, boldly explores new paths and preserves its uniqueness. That future will not happen on its own – it will emerge from the decisions we make today. We therefore invite everyone who wants to help shape this path to take the next steps with us – with openness, courage and determination.

In this spirit, Take a risk, visit Linz Marie-Louise Schnurpfeil

Dietmar Prammer Mayor of the City of Linz

“'Take a risk, visit Linz'” – under this new brand promise, the City of Linz is taking bold new steps in tourism. We are presenting Linz as a city of transformation – authentic, innovative and open. A city that inspires, surprises and invites people to help shape its future. The Destination Strategy 2030 is based on a holistic approach, with sustainability as its cornerstone. Particular emphasis is placed on delivering a high quality of visit and overall experience. Digitalisation and innovation provide solutions designed to benefit both visitors and businesses alike. My sincere thanks go to all the creative and coordinating minds, the stakeholders and the residents who have contributed to developing this strategy for Linz."

Doris Lang-Mayrhofer City Councillor for Culture, Tourism and the Creative Industries

"With the Destination Strategy 2030, Linz is strengthening its profile within Austrian city tourism – as a city of transformation that brings together culture, innovation and sustainable development. Our approach is based on Balanced Tourism – promoting harmonious coexistence between visitors and residents, and creating a liveable city that continues to inspire enthusiasm over the long term. Linz stands out with its unique character – open, curious and bold. Here, culture is more than just an offering: it drives urban development, enhances quality of experience and fosters sustainable growth. It surprises and inspires – residents and visitors alike – and creates a balance between tourism, urban life and the environment."

Markus Achleitner Regional Minister for Economic Affairs and Tourism

The strategic realignment of Linz Tourismus also reflects key priorities of the Upper Austrian Tourism Strategy 2030.

"With a strong focus on sustainability, innovation and networking – and a holistic approach – Linz Tourismus is positioning itself for the future with its new Destination Strategy 2030. Urban tourism also plays an important role in the Upper Austrian Tourism Strategy 2030, and a number of its focal areas are directly relevant for tourism in the provincial capital, Linz."

Astrid Steharnig-Staudinger Managing Director of the Austrian National Tourist Board

"Linz shows how the future of tourism can be shaped – sustainably, digitally and innovatively. The Linz Tourismus strategy is fully aligned with the core values of Österreich Werbung. Together, we are setting new benchmarks for a forward-looking tourism nation."

Andreas Winkelhofer Managing Director of OÖ Tourismus

„The Linz Tourism Strategy 2030 is firmly rooted in sustainable development, digital innovation and strong connections with the city and its stakeholders. As a forward-looking destination, Linz creates an inspiring and smart environment for both guests and residents – one that is digital, innovative and integrated. In line with the joint regional tourism strategy, and through a cooperation that delivers real value, we strengthen collaboration and continue to develop and market Linz as a destination that is sustainably liveable, resilient and forward-thinking.“