| Journal: TWUK | Section: |
| Title: | Issue Date: 14/08/00 |
| Author: | Page Number: 27 |
| Copyright: Other |
Hinteregger calls for broader range of Austrian itineraries
Austrian National Tourist Office UK director Oskar Hinteregger has called on operators to feature Austrian summer holidays other than the standard lakes and mountains product.He said the country needs to be seen as a serious alternative to a beach destination, attracting younger activity holidaymakers and families, as well as clients interested in lakes and mountains.
“Italy also has lakes and mountains but because it has beaches too, it is perceived as a family destination,” Hinteregger said.
“The average age of our lakes and mountains visitor is 50-plus. Children are discouraged – families aren’t catered for as there are few child discounts on lakes and mountains holidays.”
He reminded operators that the infrastructure in place for the ski market still exists in summer. “Younger people appreciate our hotel service in winter, so why not in summer?” he said.
“We see treks advertised to South America and Asia but the Austrian Alps have some of the best trekking anywhere in the world and are not getting the coverage.”
Austria product manager at Thomson Alison Smith said she has seen an rise in demand for active holidays and in response has given more activity coverage, including walking, cycling and summer skiing.
Hinteregger also wants the UK perception of Austria’s capital Vienna to change.
“Italian cities appeal to visitors of all ages, whereas people in the UK still think of Vienna in terms of the opera and celebrating their wedding anniversary,” he said.