Vienna was until the pandemic period theone of Europe's leading cities for the congress and conference industry. A role that the Austrian capital has played for 200 years. The MICE industry remains for the Viennese town councillors one of the driving forces behind economic activity. It has also been incorporated into the City of Vienna's 2030 economic and innovation strategy.
Visit 2020, the MICE industry had a black yearAs is the case for tourism as a whole. The number of events fell by almost three quartersfrom a record 5,490 (2019) to 1,537. Of this figure, Vienna accounted for 570 congresses, 143 of them international.
Vienna is also adapting to the new post-Covid situation. " The general conditions have changed considerably and the effects of the pandemic will be with us for several years to come.. This may lead to a paradigm shift in certain segments of the meetings sector. But congresses and corporate events continue to play a central role in the revival of tourism in Vienna, the internationalisation of the city and the economic site as a whole, "explains Peter Hanke, Municipal Councillor for Economic Affairs.
" In order toaccelerate the recovery of the MICE businessthe city of Vienna has decided togrant additional funding of four million euros. Valid until the end of 2023, it will not only encourage large association congresses, but also corporate conferences, "he adds.
A fund dedicated to the MICE industry with no equivalent in Europe
" This is the first time in our city's history that a support fund has been made available to conference organisers to help them host events. It should start by attracting medium-sized events. I remain more sceptical about the immediate return of major conferences. We haven't yet analysed the psychological impact of covid on travellers' behaviour. But this fund is used to encourage the return of larger events. Especially as our health safety protocols are very strict, "believes Norbert Kettner, Director of Vienna Tourist Office.
The Vienna Meeting Fund includes both traditional meetings and hybrid forms of events. There are some safeguards, however: to qualify for support from the City of Vienna - which can be as much as 60,000 per event -For the event to be a success, some of the participants must be physically present in the Austrian capital.
" I would like to stress that overnight stays in Vienna, with all their added value effects, are an essential prerequisite for using the maximum amount of funding of €60,000 per event, and that their importance in the amount of funding increases from year to year.says Peter Hanke.
The grant is based on specific criteria, including the number of overnight stays generated. La tonnage in 2021 is set at 10 % of the total number of participants. This will rise to 30 % in 2022 and 50 % in 2023.
Any company can therefore claim its rights to this fund if it meets the conditions. Of course, this generosity has a purpose: to bring Vienna back into the ranks of the world's great conference cities. " The figures show that international events are not just the most economically profitable segment in good times. They can also make a major contribution to rebuilding tourism in the post-pandemic periodNorbert Kettner continues.
The city will also have to work on regaining its air connectivity. " It's an essential step. Opening up to Europe with the covid digital certificate is just the first step. Vienna needs its intercontinental tourists. And here, we need to stimulate the return of airlines from outside Europe. I'm thinking in particular of the United States, Israel, the Gulf and the United Kingdom. Visitors from Asia will take longer to returnsays the Director of Vienne Tourist Office.
