100 of them arrive, in part 1. Vienna launches the “exchange of tourists” with 17 European cities (including Rome, Milan and Florence)
From the great and harsh trials one also comes out bringing with them ideas and projects that, before, were simply simply unthinkable. This is what comes to mind when faced with the “United cities of Tourism” initiative launched by the Vienna Tourist Board. For every 100 foreign tourists who go to the Austrian capital, the Authority will send a Viennese citizen to one of the 17 European cities involved in the project.
Incredible, right? But possible after the Covid storm that has removed tourists from the cities and their gatherings – the Italian cities of art know a lot – and which has dealt very hard blows to the popular practice of the “city break”, more or less over the weekend long in the city to reach by car, train or low cost flight.
Thus, even in a competitive sector like few others, in which the traveler is torn away by aggressive campaigns and offers, it happens to see an “exchange of customers”. Of course, the 100 to 1 ratio knows a lot about marketing and “making the news” but undoubtedly the initiative is new and, let’s face it, also nice.
The campaign also involves Milan (photo JCDecaux Vienna Tourist Board)
In detail. Six European countries are involved – Germany, Switzerland, Italy, UK, Spain and France – and 17 cities: Munich, Berlin, Hamburg, Frankfurt, Cologne, Zurich, Basel, Geneva, London, Manchester, Barcelona, Paris, Lyon and Nice; in Italy Rome, Milan, Florence.
Until June 30th it will be possible to access the official portal of the initiative and by clicking on “plan your trip” you will access the Austrian railways website to purchase a ticket; in these days the itineraries with the Nightjet night trains from Rome, Florence and Milan are particularly promoted.
But even those who use other means to reach Vienna will contribute to United Cities: it will be the monitoring systems of the Viennese Authority – registrations in hotels, transfers to airports … – that will survey the number of arriving tourists and trigger the sensor of the “100 Italians ”, After which the same body will draw a lucky Viennese who will enjoy a weekend in Italy in Rome or Florence or Milan.
The same will happen with the other five countries, the most distant will enjoy a partnership not only with the railways but also with Austrian Airlines.
The logo of the United City of Tourism (photo Vienna Tourist Board)
A further seal of the beautiful found, last Sunday was baptized the day “United Cities of Tourism”. On the Instagram pages of the tourist offices of the cities of London, Paris, Berlin, Milan and Barcelona, postcards of the city of origin were not shown but those of another destination (for example, Vienna showed the official beauties of Milan and London those of Vienna).
In the meantime, the Austrian capital has further strengthened its offer on the art and museum front e has launched a video for “Città unite” which deserves to be seen also to grasp the new trends in tourism marketing, more and more oriented – finally! – in self-deprecating and anti-rhetorical tones.
Information about Vienna
Information on Austria
Follow LaStampa Viaggi on Facebook (click here)
