How does Austria remain one of the world’s most successful tourist destinations? This question was the focus of the event “Business Meets Diplomacy: Austria as a Tourist Destination – A Way of Life Made in Austria!” held on May 7, 2026, at the Diplomatic Academy of Vienna. Around 60 international guests from the diplomatic corps attended the event, part of the “Business Location Austria” series, which was organized by the Ministry of Foreign Affairs’ Business Services Division.
FH-Prof. Dr. Florian Aubke, Head of Tourism & Hospitality Management Study Programs, presented the Austrian education system in tourism. He highlighted how quality is achieved through the interplay of different educational pathways — from dual apprenticeship programs and tourism vocational schools to universities of applied sciences and universities.
Practical Training ensures Quality
A practical focus is not merely an add-on but an essential component, because “Vienna is more than just a destination. The city also serves as a ‘living lab’ for concrete questions about the future,” Aubke emphasized. The city offers ideal conditions for exploring current challenges in tourism directly in practice and developing innovative solutions.
At the same time, he highlighted how the demands on the industry are changing. Topics such as sustainability, digital literacy, intercultural communication, and destination governance shape tourism education today, as do international collaborations in research and teaching.
Additional presentations at the event by Mag. Ulrike Rauch-Keschmann, Head of the Tourism Section at the Federal Ministry of Economy, Energy, and Tourism (BMWET), and Tanja Gruber from the Austrian National Tourist Office (ÖW) highlighted the national tourism strategy, Austria’s international positioning as a tourism brand, and new opportunities offered by immersive technologies. Since 2016, the “Business Location Austria” event series has been connecting representatives of the diplomatic community with stakeholders from business, academia, and research, and promoting international dialogue about Austria as a business location.
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