What role are tourist offices playing to justify the expense?
Tourist offices have traditionally been government funded institutions that in the past were more focused on distributing tourist information. With the advent of the Internet that role is less important. Today, tourist offices are more focused on marketing and the shaping of the brand. Over the last few years they have been suffering budget restrictions. Today the Austrian Tourist Office is largely government funded, but much comes from private industry. Of our 52 million euro worldwide budget, 19 million euros comes from private industry. Going forward, it’s important to note that only a tourist office can independently create national brand identities, because private interests tend to be narrower than the interests of an entire country. Also, it’s the national government tourist office that is in the best position to see the long term interests of the country. For more information on Austria, visit www.austria.info.
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