Genteel Vienna to attract young Indian tourists
Partners Thomas Cook to offer packages for young Indians

Mumbai November 6, 2013
Genteel Vienna, the Austrian capital is all set to welcome young travelers from India. The city of the legendary waltzes and historic coffee houses beckon tourists in the age group of 20 to 29 years.

Vienna Tourist Board is collaborating with Thomas Cook (India) Ltd., India’s leading travel and travel related financial services company, to focus on young travelers, beginning November 2013.

This strategic tie-up includes:
• Launch of travel packages customised to cater to the young Indian travelers by Thomas Cook India.
• Training of over a 100 travel partners and travel agents associated with Thomas Cook India to promote the Destination Vienna by Thomas Cook India’s educational arm the Centre of Learning.

Historically, travel in India has largely been the domain of the 35-60 year old age group. Thomas Cook India’s customer analysis has however, unearthed a fascinating new trend: almost 45% of their individual holiday travelers are Youth – aged between 18 to 35 years old, and this segment is poised to grow at an exponential rate of 25-30%.
For the Youth of today, travel is clearly not about traversing the distance between point A and B, but rather a voyage of discovery – of new places, and importantly - different, exciting non-traditional experiences; and Vienna offers just that.
Once in Vienna, the young generation of tourists has a lot to explore, be it the UNESCO heritage listed city center, Schönbrunn castle and its park or young and buzzing design scene. Or else, they can just unwind on the vast stretches of green and watch the undulating river Danube meander from the banks of the Danube Island – a total of 42 km of urban beach.
"We look to welcoming significantly larger inflow of younger tourists from India in the coming years. Vienna is one of the youngest cities in Europe and definitely has a lot to offer for this target group," says Norbert Kettner, Director, Vienna Tourist Board.
Vienna, the former seat of the Austro-Hungarian monarchy, has a youthful appeal. The young and spirited can enjoy a magnificent view of the city by climbing 343 steps up St. Stephen’s Cathedral. Of course, the elevator is always an option.
Mr Madhavan Menon, Managing Director, Thomas Cook (India) Ltd. said, “While Vienna enjoys a unique positioning based on its rich heritage, culture and classical music, the Vienna of today offers impactful potential as a fresh, vibrant youthful European capital. Given that our research at Thomas Cook India, indicates the emergence of a viable new segment - Gen Y, young confident experimental Indian travelers, with rapidly growing purchasing power, we see much synergy with Vienna.“

Vienna has the ability to connect the past with the present. It encourages visitors to travel back in time and visit some of the 27 palaces and 163 other imperial residences. “Vienna is home to the world famous art galleries, grand buildings, bees and flowers. Tourists can relish some delectable Viennese cuisine with wine from vineyards just about 10 km from the Vienna State Opera,” says Mr Kettner adding that Vienna offers amazing walking experiences.

Even as tourists soak in the grandeur, Vienna keeps them hooked to the present with its sightseeing attractions like the Schönbrunn Castle or Hofburg palace, which today – amongst others - houses the office of the Austrian President, several museums, the National Library and convention. For this and many other attractions, it’s difficult for people to resist Vienna.
"Vienna offers lots for everyone: the young, mature and not-so-young. We invite larger number of tourists from India in the coming years to experience the pleasures of a city with highest quality of living and the history of a multinational empire," says Mr Kettner who was in India last week to firm up marketing initiatives for 2014 for the Indian market.

Mr Menon added, “Our partnership with Vienna Tourism is two-pronged: training of sales and front-line teams and the launch of youthful packages via our Youth portfolio at Thomas Cook India-‘Rock On Holidays‘. This ensures that we equip the travel trade with vital destination knowledge, as also create impactful itineraries to deliver to India’s travel hungry Gen Y, a fascinating new, youthful destination – Vienna.”

Thomas Cook India’s youth focused itineraries include the following experiences:
• Discover Vienna City via fun Segway Tours
• Biking Tours along the scenic River Danube
• Donauinsel Festival to listen to some of the best international music
• Explore Vienna’s heritage music in the House of Music or try your hands at conducting an orchestra using interactive display
• Learn the graceful Viennese Waltz

Ten lesser known facts about Vienna
• Vienna is the world’s only metropolis that grows a significant number of vineyards within its city limits.
• Vienna is dotted with parks. During spring, 400 kinds of roses blossom in the Volksgarten alone.
• The Vienna State Opera offers over 50 operas and ballet works on around 300 days per season.
• The historic center of Vienna has been added to UNESCO's World Cultural Heritage list.
• Vienna is home to about 2,000 coffee houses, the traditional ones are in the old city center.
• The Wurstelprater Amusement Park’s House of Mirrors showcases Moms looking as thin as a toothpick and Dads as fat as a barrel.
• Vienna is a shopper’s paradise. Brad Pitt and Pete Doherty sport Viennese hat maker Mühlbauer’s label, Lady Gaga shows gloves of Viennese professional Nina Peter in her video The Edge of Glory.
• Homely taverns serve delicacies and wine. Vineyard tours allow a first-hand experience of vineyards and wine cellars
• Vienna has 850 parks (280 of them Imperial) and 1,730 acres of vineyards, in addition to 1,716 bridges.

Notes to the Editors:
An eight-hour direct flight connects Delhi with Vienna six times a week, operated by Austrian Airlines, which has a code share agreement with Air India. Mumbai and other Indian major cities are conveniently connected to Vienna by a one-stop connection on many international carriers.

About Thomas Cook (India) Limited
Thomas Cook (India) Ltd is the leading integrated travel and travel related financial services company in the country offering a broad spectrum of services that include Foreign Exchange, Corporate Travel, MICE, Leisure Travel, Insurance, Visa & Passport services and E-Business. The company set up its first office in India in 1881.

TCIL’s footprint currently extends to over 236 locations (including 23 airport counters) in 98 cities across India, Mauritius and Sri Lanka and is supported by a strong partner network of 135 Gold Circle Partners and 165 Preferred Sales Agents in over 150 cities across India.

Thomas Cook (India) Ltd has been voted Best Tour Operator at the Lonely Planet Travel Awards 2013, Favourite Specialist Tour Operator at the Condé Nast Traveller Readers' Travel Awards 2012 & 2011 and Best Tour Operator - Outbound at the CNBC AWAAZ Travel Awards 2013. In addition, TCIL has been recognized as a “Consumer Superbrand” 2012-2013 by Superbrands. At the National Tourism Awards 2011-2012, TCIL was the recipient of 3 prestigious awards.

About The Vienna Tourist Board
The Vienna Tourist Board, the official destination marketing agency for the tourism sector of the city, provides many service offerings, tips and information on Viennese tourist businesses. The Vienna Tourist Board set up in 1955 under public law as directed by the Vienna Tourist Support Law, is run like a private enterprise with flat hierarchies.

Mrs. Renate Brauner, Vice-Mayor of Vienna and Councilor of Finance and Economic Affairs, serves as the President of the Vienna Tourist Board since March 2007. The position of Director of Tourism is occupied by Mr. Norbert Kettner since September 2007. The Board of Directors (officially: The Tourism Commission) consists of the president, two vice presidents and 15 additional members, the latter mostly assigned by the City of Vienna. The Vienna Tourist Board is financed by local taxes on hotels in Vienna, the general city budget and its own revenues.

For more details, please contact:

Strategic Communications and PR Counsel
Sanjiv Kataria
phone: +91 98100 48095, e-mail: sanjiv.kataria@gmail.com

Or

Vienna Tourist Board,
Ms. Verena Hable
phone: +43-1-211 14-363, e-mail: verena.hable@vienna.info
Vienna Tourist Board, Obere Augartenstraße 40, 1020 Wien