The province of Vorarlberg in western Austria sits between the lakes of Lucerne and Göstling. Its landscape is dominated by the majestic Alps which stretch as far as the eye can see. Its capital is the city of Innsbruck which is located at the foot of the Alps and surrounded by spectacular views and plenty of opportunities for hiking and skiing. Innsbruck is also home to the famous Innsbrucker Musik Festival which takes place every year in July and attracts top international performers and ensembles. Visitors can also enjoy the world-class beer tasting which is on offer at the many beer gardens scattered around the city.

The economy of Vorarlberg is largely based on tourism and trade. The province is famous for its festivals, museums and cultural events which draw visitors from all over the world. In addition, the region is rich in traditional food and its restaurants and cafes are renowned for their traditional cuisine. Local specialties range from Vorarlberg beef carpaccio to apple strudel which is served with vanilla ice cream. Other dishes which you might find on a menu include chalet potato salad, schnitzel and dumplings as well as black forest cake and strudel.

For centuries, Vorarlberg was part of the Holy Roman Empire. It later became an independent state before finally joining Austria in 1816. The province is well-known for its wine which is of excellent quality. The best-known wines produced in Vorarlberg are Grüner Veltliner, Blaufränkisch and Gewürztraminer. Its vineyards are planted on the hillsides and the slopes of the Alps and as a result, some of the region’s wines are absolutely stunning. Tourists and expats from the UK may particularly enjoy the Riesling Express, a scenic railway which winds its way through the countryside and stops at various vineyards where you can get out and have a drink. One of the best-known winemakers of Vorarlberg is Ulysse Nardin which is responsible for producing some of the most exclusive wines and has also won numerous awards for its wines.

The Impact of Digital On Tourism

The popularity of online platforms such as Facebook and Twitter has undoubtedly led to a rise in the popularity of digital marketing. The number of people visiting destinations with the help of digital tools and platforms has increased by 69% between April 2016 and March 2017.

Tourism is now embracing new marketing techniques and the development of digital strategies in order to stand out from the competition. According to a report published by the New World Travel on the subject, destinations should not only sell their location and their products, but should also engage with their visitors through digital media.

This is especially relevant for smaller destinations and independent operators who may not have the budget for large marketing campaigns. It also makes sense to target potential visitors through digital channels as 85% of people report that they have learned about a place or product through social media.

Crucially, the type of content which attracts users to social media also performs well as a digital marketing tool. In other words, if your destination’s Facebook page is populated with useful and informative content, users are more likely to become engaged with your content and more likely to be attracted to your destination.

However, in a world dominated by big brands and marketing budgets, it can be difficult to break through the clutter with something unique and memorable. This is why small and medium-sized businesses (SMEs) need to consider marketing through digital channels in the same way that large brands do.

Online And Offline Marketing Mix

Thanks to the interconnectivity of the digital world, marketers can now combine their online and offline marketing efforts in order to gain the most benefit and reach the greatest audience possible. In other words, if you already have a mailing list of potential customers, you can use that same list to advertise your upcoming events and attractions in the neighbourhood. In addition, you can encourage those individuals to attend your events and performances via email and social media.

A mix of online and offline marketing will thus allow you to target potential customers who are most likely to be interested in your product or service and to gain the greatest advantage from your marketing budget.

Tourism is a Global Industry

The tourism industry is one of the fastest-growing industries in the world with an estimated value of 7.7 trillion USD in 2016.

In 2016, international travellers will spend a record-breaking 3.9 trillion USD on travel and leisure activities, an increase of 5% compared to 2015. In the next few years, as more people become digitally mobile, the industry is expected to grow further.

Around the world, destinations are working hard to attract tourists and are investing heavily in marketing campaigns which target overseas travellers. In the UK, for instance, the National Tourism Office spends around 15% of its budget on digital marketing, up from around 12% in 2015. Germany, France, and Portugal also see a similar trend with the share of digital spending increasing by 12%, 14%, and 19% from 2015 to 2016.

As a result of this trend, the most popular tourist destinations around the world in 2016 were…