As part of the Master’s program in Urban Tourism & Visitor Economy Management, our students analyze key areas of urban tourism in the “Advanced Tourism Perspective & Practice” module. Over three intensive days, the students immersed themselves in Vienna’s cultural, economic and culinary tourism landscape, accompanied by experts from the field.
Culture meets Tourism
The event kicked off with a theme day entitled “Culture & Urban Tourism” led by lecturer Markus Wiesenhofer. Students learned about the diverse ways in which cultural institutions in Vienna are working to appeal to new target groups and help shape urban tourism concepts.
At Belvedere 21, curator Christiane Erharter reported on the museum’s community outreach program, which aims to promote dialogue, inclusion and participation in society. At ArtforArt, Barbara Vogel provided an exciting glimpse behind the scenes of the workshops where stage sets and costumes are created. At Foto Arsenal Wien, director Felix Hoffmann and Nicole Spilker presented the new house for photography—including a tour of the darkroom. The event concluded with an interesting exchange with Michaela Zach about the upheaval and strategic relaunch at the Museum of Military History.
Accompanied by lively discussions, it became clear how vibrant culture can be conceived and communicated in the context of city tourism.
Vienna as an Event Location– Congresses as a driver of Tourism
The second theme day was led by Sarah Staudinger-Dobias and focused on “Events & Congresses in the Context of Urban Tourism.”
Vienna is one of the world’s leading congress destinations and hosted over 6,600 congresses and events in 2024 – setting a new record for the city. During visits to Vienna’s two largest event venues – the Austria Center Vienna and VIECON Messe Wien – students gained practical insights into the organization of international events, congresses and trade fairs, and learned more about their significance for Vienna as a business location.
Culinary Experiences – Gastronomy in an Urban Context
To conclude, lecturer Manuel Letz took the group to the 575 Sagmeister restaurant, where the focus was on “Gastronomy & Culinary Arts in Urban Destinations.” The restaurant in the third district combines traditional Viennese tavern culture with a modern, creative touch – an exciting setting for discussing trends in urban gastronomy, sustainability and the role of culinary offerings as part of authentic city experiences.
Based on these practical insights, the students are now conducting their analyses and research. The aim is not only to create an understanding of the complexity of the visitor economy, but also to strengthen the ability to actively shape future developments.
>> More information about the Master’s program in Urban Tourism & Visitor Economy Management