How should travel agents sell Austria?
Austria is for the client who is seeking a deeper immersion into European culture. It’s a 1,000 year old country that played a major role in shaping European history. Visitors should be encouraged to take their time. No one should do Salzburg in three hours and the scale of Austria makes it so you don’t have to. Austria is a small country and easy to explore. That smallness is a challenge on the one hand and yet it means visitors aren’t always in transit on long coach rides or flying here and there. That kind of convenience allows for a relaxed exploration wherever you are in the country. As every traveler knows, the deeper you dig, the more rewarding the experience. Agents should encourage clients to be a little daring and look for places they maybe haven’t heard of. Many governments are questioning the need for tourist offices at a time when budget cutting is on the rise. What role are tourist offices playing to justify the expense? Tourist offices have traditionally been government
