By Neha Mehrotra

Overflowing with picturesque landscapes resembling paintings, charming and colourful villages, and a captivating history, this small yet enchanting country boasts immense beauty and cultural richness. Navigating through Austria is a breeze, and its abundant charm undoubtedly earns it a top spot on your travel bucket list. India has emerged as an increasingly significant market for Austria’s tourism industry, driven by factors such as the rising middle class with higher disposable income and a growing penchant for international travel.

In an exclusive conversation with PEAKLIFE, Christine Mukharji, Representative of the Austrian National Tourist Office in India, delves into Austria’s major draws for Indian visitors and sheds light on the initiatives undertaken by the Austrian National Tourist Office (ANTO) to enhance accessibility and appeal to the Indian market.

1. How important is the Indian market for Austria?

Christine Mukharji: India is an emerging and increasingly important tourist market for Austria. Several factors contribute to the significance of India in Austria’s tourism industry: India’s rising middle class has led to an increase in disposable income and a growing interest in international travel. Austria, with its rich cultural heritage, historical sites, and scenic landscapes, becomes an attractive destination for Indian tourists seeking unique experiences.

2. What are some of the unique attractions that have proven to be particularly appealing to Indian tourists?

Christine Mukharji: Austria’s cultural attractions, including Vienna’s historic sites, classical music heritage, and picturesque alpine regions, are particularly appealing to Indian tourists who are interested in exploring diverse cultures.

3. Could you share some insights or initiatives to enhance the overall experience for Indian travellers visiting the country?

Christine Mukharji: Marketing initiatives targeting the Indian audience to highlight Austria’s tourist offerings encompass a broad spectrum of promotional channels, spanning digital media, print, and television platforms. These efforts involve forging partnerships with Indian travel agencies, tour operators, airlines, and related industry players to craft enticing travel deals and marketing campaigns. Additionally, maintaining a dynamic online presence through engaging content across social media platforms, a dedicated website, and various digital channels serves to inform and captivate prospective Indian travellers, fostering their interest in exploring Austria’s attractions.

4. What steps are you taking to make Austria a sustainable destination?

Christine Mukharji: To make Austria a sustainable destination, we are implementing a comprehensive strategy focused on various key areas. Firstly, we encourage and implement eco-certification programmes for accommodations, attractions, and tour operators, ensuring adherence to environmental and social responsibility standards. Waste management practices are being enhanced to reduce, recycle, and properly dispose of tourist-generated waste. We promote sustainable transportation options like public transit, cycling, and electric vehicles to minimise carbon emissions. Additionally, community engagement is emphasised to ensure local communities benefit from tourism economically, while cultural and natural conservation efforts aim to protect heritage sites and preserve biodiversity.

Educational campaigns raise awareness about responsible travel practices, and we’re actively promoting renewable energy adoption in the tourism industry. Policy development supports sustainable tourism through zoning regulations, environmental laws, and wildlife tourism guidelines, while innovation and technology drive improvements in energy efficiency.

5. Lastly, what’s next?

Christine Mukharji: ANTO will participate in travel and tourism exhibitions and fairs held in India to directly engage with potential tourists, travel agents, and industry professionals. Organising familiarisation trips (FAM trips) for travel agents, media, and influencers from India to showcase the diverse offerings of Austria. This helps build firsthand knowledge and enthusiasm among key influencers.