The Mostviertel Tourismus Destination Management Company

An Empirical Report

April 2004

Manfred S. Gruenanger

(m.gruenanger@eunet.at)

Oxford Brookes University

Work in Progress

1

Introduction

The results of a study1 of the Austrian Hotelier’s Association in the year 1999 showed that in many

Austrian regions the existing tourism structures were too ponderous and too less adapted to the needs

of guests. Often there is a lack of financial sources or professionalism for an effective and efficient

handling of the tourism market. Destination management (DM) provides a conceptual disposition for

overcoming of such structural weaknesses.

The study points out that the creation of marketable destinations requires the fusion of single tourist

boards. The thereby won financial strength should best be marketed in a central destination

organization. That study shows that the budgets of Austrian Tourist Boards are far below international

standards for destinations. The restructuring of the tourist boards to destinations has to be focused to

the needs of guests. It is known that in the field of tourism the wishes and desires of guests include a

whole bundle of services. That bundle of services is provided from different independent providers.

The chain of guest wishes should be optimised in order to fulfil the expectations of guests in the most

comprehensive way. All tourism suppliers should found a common destination company, which

organises all services like marketing, attractions and transport.

To put the tourism marketing of the Mostviertel Region on a professional basis in July 2000 a

destination management company was set up. The Mostviertel Tourismus GmbH (Ltd) bundles

resources (primary budget and personnel), which were split up upon 6 tourism boards before. With 9

employees (3 part-time) and a budget of about € 2 Million more and more focused actions are

implemented with profit for the whole Mostviertel Region.

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1. The Mostviertel Tourismus GmbH (Ltd)

1.1. Shareholders

♦ Land Niederösterreich (30 %)

♦ Landesverband für Urlaub am Bauernhof und Privatzimmervermietung (5,25 %)

♦ Tourismusverband Melker Alpenvorland (3 %)

♦ Tourismusverband Melker Alpenvorland (3 %)

♦ Tourismusverband Mostarrichi (9,50 %)

♦ Tourismusverband Niederösterreich Zentral (10,50 %)

♦ Tourismusverband Pielachtal (2 %)

♦ Tourismusverband Traisen-Gölsental (6 %)

♦ Verband Kulturpark Eisenstraße-Ötscherland (14,00 %)

♦ Verband zur Förderung der Interessen der Tourismuswirtschaft in der Tourismusregion

Mostviertel (19,75 %)

The Mostviertel Tourismus GmbH benchmarks its tasks with the best tourism organisations of Austria.

Since the year 2000 the Mostviertel Tourismus uses the project DMMA (Destination Management

Monitor Austria) to optimise organization and performances. This project was initiated by the Austrian

Federal Ministry for Economy and Labour (Bundesministerium für Wirtschaft und Arbeit) and includes

14 Austrian tourism regions. Goal is to guarantee a professional and international competitive tourism

marketing, to gain through knowledge and transfer of experiences valuable know-how and to make the

performances of tourism organizations measurable.

In the years 2000 – 2002 Mostviertel Tourismus implemented the following working targets:

• Preparation of a brand development process for the region, questionnaires of guests, locals

and performance carriers

• Product development and set up of marketable offers

1 Österreichische Hoteliervereinigung, Regions- und Destinationskarte, Regionalisierung Ist-Zustand Jänner 1999

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• Set up of a professional incoming systems: since 2001 the Mostviertel Tourismus operates a

reservation centre for the whole Region

• Building-up and development of distribution channels (sale)

• Straightening of organizational structures and optimising of working procedures

• Optimising of the internal communication

Successful brand products promise unique experiences. The marketing from the design of offers to

advertisements marketing is consequently focused on this promise of the brand and the aimed image.

Conclusions from the brand science are implemented in the marketing work for the Mostviertel.

Mostviertel Tourismus concentrates its activities to accentuate the greatest advantages of the

Mostviertel, to show the most impressive pictures and to address the most prospective guest groups.

Goal is to make new guests interested in the Mostviertel, to motivate Mostviertel guests for more often

stays and to prolong the duration of stay with exiting designed offers.

The brand development process continues until the year 2004 and various specials, maps and offer

catalogues were developed. Also the Internet appearance was redesigned.

In the 90ties the Mostviertel saw a continuous decrease in overnight guest-figures. These are

increasing since 2000. In the year 2001 the Mostviertel counted 1.062.000 guest nights. In 2002 there

were 1.052.000 nights, that meant a decline of 25.000 nights as a few sanatoriums and health resort

enterprises closed. Without this decline the development of tourism nights was positive also in the

year 2002. From January to August 2003 the Mostviertel reached 723.378 nights. That means a plus

of 2,7 % (+ 19.164 nights). By arrivals the plus was 7,2 % (+ 15.876 arrivals).

2.1. Company History:

The Mostviertel Tourismus GmbH (Ltd) was set up on 18 July 2000.

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Shareholders: Province of Lower Austria, tourism-enterprises, 6 tourist boards

Yearly budget: Euros 2 million

Employees: 9 ( 3 part-time)

Goals: Increase of creation of value in tourism within the Mostviertel Region

Since the year 2000 the Mostviertel participates as one of 14 Austrian tourism regions in the project

DMMA (Destination Management Monitor Austria) and uses the know-how to optimise organization

and performances.

In autumn of 2002 the Mostviertel Tourismus started in co-operation with the Regionalmanagement

NÖ Mitte-West within the Province of Lower Austria a professional brand development, which includes

the whole region. All marketing activities will in future be more targeted planned, implemented and

controlled for success.

The principle of the region brand: concentration focused to the greatest advantages, strongest pictures

and the guest-groups with the greatest chances of the Mostviertel. Through this activities sources of

the region will be used more efficiently and in the longrun invested in a distinctive brand-image.

Since 2001 the Mostviertel Tourismus operates an own reservation centre, where about 7000

overnight stays are booked every year.

From a geographical point of view the target markets are Austria, Germany and the eastern

neighbouring countries of the Province of Lower Austria (Hungary, Slovakia, Czech Republic).

Target groups within the offer arrangements, advertisement, marketing and guest commitments are

concentrated to four motivegroups: bon viveurs (Geniesser), discoverers (Entdecker), mountain

climbers (Bergabenteurer), families with children.

Overnight stays: 2001: 1.061.000

2002: 1.052.000

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2003: Jan-August 725.378 nights (plus 2,7%)

Origin of guests:

♦ 74 % from Austria

♦ 11 % from Germany

♦ 6 % from Hungary

Address: Mostviertel Tourismus GmbH (Ltd), Adalbert Stifter Straße 4, A-3250 Wieselburg,

Tel. +43 7416 / 52191, Fax +43 7416 / 53087, Internet: office@most4tel.com; www.mostviertel.info

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2. The Province of Lower Austria and the Mostviertel Region

2.1.Geography

The largest out of nine Austrian lands has 1,5 million inhabitants, covers a territory of 19,173 km² and

surrounds the federal Austrian capital Vienna. It´s divided into cities with their own statute (Krems,

St.Pölten, Waidhofen/Ybbs, Wiener Neustadt), 21 administration districts and 571 villages. In 1986

St.Pölten became capital of Lower Austria.

The Province borders on the Czech Republic in the North, on Slovakia in the East, on the Burgenland

in the Southeast, on Styria in the South and on Upper Austria in the West. The river Danube splits the

land from West to East into two equal parts. In the North is the hilly Waldviertel region and the

Weinviertel region in the East. The Waldviertel, which received its name because of the rich forest

stand, is rising up to a high plateau and reaching almost 1000m altitude. The Manhartsberg mountain

divides the country into the Weinviertel and Waldviertel regions. Wine growing is popular in the wide

valleys and on loess grounds. Also the Wachau region - located in the picturesque Donau valley

between Melk and Krems - is well known for its excellent wines. East of Vienna, between the rivers

Danube and March, there is the Marchfeld region, the biggest plain in Austria with grain and sugar

beet growing ("Austrian corn chamber"). South of the river Danube is the Mostviertel region that

reaches up to the Alpine foothills, towards the Erlauf/Pielach/Traisental valleys. In the East the

Wienerwald forest is located, a typical greenbelt recreation area for the Viennese. The very South of

Lower Austria is marked by the Calcareous Alps with the Ötscher, Rax and Schneealpe mountains.

The Province is split up into the following tourism regions: Weinviertel, Waldviertel, March-Donauland,

Wienerwald, Niederösterreich Süd, Mostviertel, Wachau Nibelungengau, Waldviertel.

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2.2. History

Lower Austria, which forms the historic nucleus of Austria, was already inhabited in prehistoric times.

The Illyrians and the Celts were followed by the Romans, who, on their way from the south, advanced

until the Danube. To protect this natural border, the Romans built the town of Carnuntum. Their rule

came to an end with the age of tribal migrations. Next to build settlements were the Bavarians in the

6th century only to be interrupted by the Avars and the Slavs. It was not until the victories of

Charlemagne that the rule over the land was consolidated by the creation of the "Ostmark" (Eastern

Province). In 955, Otto the Great defeated the Magyars (Hungary) in the battle of Augsburg. In 976,

his son Otto II confered the Ostmark on Leopold von Babenberg. After the last Babenberg ruler had

died childless in 1246, the Holy Roman Empire´s newly elected king Rudolf of Habsburg won the

Babenberg lands in 1278. At the end of the 15th century, the Hungarians under Matthias Corvinus

conquered almost all of Lower Austria until Emperor Maximilian restored the rule of the Habsburgs.

The Turks, who reached the gates of Vienna in 1529 and 1683, devastated the land two times. The

18th century brought a time of economic and cultural ascendency, which lasted until the years 1805

and 1809, when the French Wars also affected Lower Austria.

Following the disintegration of the monarchy in 1918, Lower Austria became a province of the

Republic of Austria. After the Second World War, the Soviet occupying forces (until 1955) at first

hindered reconstruction. For decades Lower Austria had no regional capital. The seat of the regional

government and the bureaucracy used to be located in Vienna. In 1986, St. Pölten was elected the

new regional capital and in November 1996, the regional government moved to newly built premises.

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3. Statistics Mostviertel Tourismus GmbH 2002

The figures of overnight stays are one of the few indicators for the realised value added in tourism in

the region. For the development of the yearly marketing plan the statistical data of the recent years are

of great help.

In the following a short overview of the important arrival and overnight stay developments in the region

for the year 2002.

3.1. Arrivals and overnight stays 2002

In the period from 1992 to 1997 overnight stays decreased continuously, since then figures are

increasing in small steps. In 2002 a number of 947.498 overnight stays was counted. That is a

decrease of 1,8% which is due to the closure of sanatoriums and recreation homes.

46 communities of the Mostviertel Region are socalled non reporting disclosure communities, their

overnight figures are not included in the statistics. Those communities have overnight stays of 41.174.

Some enterprises do not report overnight stays to communities but pay the regional tax. Due to

differences in the overnight statistics the following figure of overnight stays could be deducted: 63.155.

Due to the statistic completions for the Mostviertel Region the following figures were counted:

♦ Overnight stay ÖSTAT statistics 947.796

♦ Overnight stay of non reporting communities 41.174

♦ Overnight stay due to additional regional tax 63.155

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♦ Total overnight stays 2002 1.052.152

♦ Total overnight stays 2001 1.061.922

♦ Minus 9.770

The reasons for the decrease in a very difficult tourism year were the closures of sanatoriums,

recreation homes, flood catastrophe in eastern Austria and a poor winter beginning.

A closer look to overnight stays in respect to categories shows that a quality shift appeared. The

category 4/5 star shows an increase of more than 9 %. Appearently there were investments in the

region and therefore a change from 3 star to 4/5 stars.

It also becomes clear that beds in the ½ star and lower category go down probably with one or the

other closure of enterprises.

The segment farm holiday and holiday flats show very positive developments, especially the

enterprises in the higher categories had high increases.

In the field of other overnights co-operations with Hungarian travel agencies in the communities of

Annaberg and Lackenhof had very positive impacts on the overnights statistics.

3.2. Monthly comparison of overnight stays 2000-2002

The development of overnight stays in the single months show in principal a positive development

during the winter months. The summer months had a problematic development, also the development

in the summer months of 2002 was disappointing. The months of July and August are the most

intensive nights although with dramatic decreases in overnight stays. Here tremendous efforts will be

needed to counter trend.

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Comparison guests from Austria and guests from other nations in 2002

With a share of 74 % the focus of guest stream is within Austria. Guests from abroad are mainly from

Germany (11 %) and from the eastern countries neighbouring Austria. Especially interesting are the

figures of guests from Hungary (6 %) where the Mostviertel is the market leader within the Province of

Lower Austria with more than 50 % guest share

4.1. Tourism - Overnight Stays in Austria (Changes to previous year in %)

2000 2001 2002 2002 2003 2003 4 Quart 1 Quart 2 Quart 3 Quart May June July Aug Sept Oct In all forms of accommodation

+0,7 +1,3 +1,4 +2,9 -2,8 +8,5 +2,1 -8,5 +9,6 -6,1 +7,9 +5,1 -0,2

Austrians +2,6 +1,0 -1,5 -2,2 -1,9 +6,7 +2,5 +2,4 +6,9 +3,7 +1,8 +2,1 +0,7 Foreigners +0,0 +1,4 +2,5 +5,0 -3,1 +9,4 +2,0 -14,5 +11,0 -9,8 +10,2 +6,3 -0,7 Ger -1,6 +0,9 +1,3 +1,4 -7,0 +12,5 +0,4 -20,2 +15,5 -18,4 +13,5 +5,0 -5,3 NL +5,0 +4,1 +7,1 +16,7 +1,1 +14,7 +7,9 -0,1 +17,2 +8,9 +5,5 +11,9 +11,9 Ita -5,3 +5,7 +4,9 -4,3 -5,1 +3,8 +9,3 +19,8 +1,7 +3,1 +8,8 +23,3 +23,1 CH +3,8 +6,9 +6,2 +6,8 +4,3 +13,8 +9,1 -3,1 +20,9 +10,3 +4,6 +12,5 +5,1 UK +10,2 -0,9 +6,6 +14,9 +2,7 -1,5 -7,5 -3,8 -15,6 -10,8 -6,3 -4,5 -3,9 USA +19,9 -15,9 -15,2 +23,7 +1,4 -14,2 -4,9 -24,5 -8,7 -7,1 -0,4 -6,1 -7,1 Jap +1,6 -9,6 -8,6 +32,9 +17,4 -36,9 -11,5 -43,8 -35,1 -24,4 -9,0 -1,1 +38,0

Source: Statistik Austria/Wifo Monatsberichte 1/2004

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4.2. Destination Mostviertel - Statistics detailed figures

Destination: Mostviertel

SHY =May-Oct,

WHY =Nov-April

Enterprises SHY 2000 2001 Enterprises WHY 99/00 00/01 commercial 582 561 Commercial 582 561 Thereof *****/**** 26 26 Thereof *****/**** 26 26 Thereof *** 90 89 Thereof *** 90 89 Thereof **/* 35 34 Thereof **/* 35 34 Private 51 54 Private 51 54 Farms 120 124 Farms 120 124 Holidayapartm. Holidayapartm. Others Others Camping 10 10 Camping 10 10 Beds SHY 2000 2001 Beds WHY 99/00 00/01 Commercial Commercial *****/**** Thereof *****/**** *** Thereof *** **/* Thereof **/* Private 383 Private 383 Farms 1165 Farms 1165 Holidayapartm. Holidayapartm. Others Others Camping Camping Arrivals SHY 2000 2001 Arrivals WHY 99/00 00/01 Commercial 130.213 133.116 Commercial 90.653 102.330 Thereof *****/**** 38.506 33.565 Thereof *****/**** 26.348 32.218 Thereof *** 58.800 64.702 Thereof *** 46.157 50.164 Thereof **/* 32.907 34.849 Thereof **/* 18.148 19.948 Other Private 10.831 9.431 Other Private 8.002 7.297 Farms 7.311 8.093 Farms 6.096 6.525 Holidayapartm Holidayapartm. Sum other 29.289 27.900 Sum Other 22.099 20.664 Camping Camping Overnightstays SHY 2000 2001 Overnightstays WHY 99/00 00/01 Commercial 329.336 322.254 Commercial 231.886 252.922 Thereof *****/**** 84.070 77.243 Thereof *****/**** 57.347 65.822 Thereof *** 147.336 152.619 Thereof *** 122.969 130.571 Therof **/* 97.930 92.392 Thereof **/* 51.570 56.529 Other Private 48.696 38.477 Other Private 30.741 55.129 Farms 36.292 38.041 Farms 23.953 25.643 Holidayapartm. Holidayapartm. Sum other 154.190 149.098 Sum Other 111.750 104.619 Camping Camping Overnightstays Overnightstays SHY 2000 2001 WHY 99/00 00/01 Vienna/Wien 165.137 148.329 Vienna/Wien 104.818 99.973 A without Vienna 264.207 272.142 A without Vienna 187.718 194.182 Germany 88.585 79.173 Germany 35.035 38.421 Benelux 10.494 11.836 Benelux 3.138 4.632 CH and Lic 3.891 4.037 CH and Lic 1.461 1.866 Italy 4.095 2.589 Italy 1.835 1.796 France incl. Monaco 2.570 2.370 France incl. Monaco 777 821 UK 1.895 1.608 UK 3.398 2.304 Denmark 638 615 Denmark 2.013 1.327 Sweden 446 542 Sweden 357 416 Poland 1.533 2.508 Poland 3.204 4.497 Czech Republik 2.556 1.941 Czech Republic 12.479 12.101

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Hungary 7.744 6.875 Hungary 30.645 38.905 USA 4.564 3.432 USA 1.711 1.591 Japan 203 149 Japan 92 68 Overnightstays after TOP-Nations and moths 2000-2001

Overnightstays Total A without Vienna

Vienna/Wien Germany Benelux

May.00 81.172 41.273 24.337 9.745 766 Jun.00 93.968 47.459 24.350 14.877 1.141 Jul.00 112.379 49.470 37.202 15.349 3.262 Aug.00 135.410 52.699 44.141 24.280 3.614 Sep.00 85.390 40.268 21.399 15.934 1.230 Oct.00 60.195 33.038 13.708 8.400 481 Nov.00 40.672 24.966 7.925 4.496 371 Dec.00 50.935 21.167 12.639 7.950 895 Jan. 01 83.279 36.114 21.649 6.602 875 Feb. 01 99.141 46.655 23.081 6.723 1.133 Mar.01 79.265 35.690 18.312 5.916 647 Apr.01 59.378 29.590 16.367 6.734 711

Overnightstays Italy France

incl.Monaco UK Denmark Sweden

May.00 873 233 304 47 71 Jun.00 322 219 318 174 34 Jul.00 418 647 457 219 165 Aug.00 1.589 889 298 67 46 Sep.00 494 339 413 48 93 Oct.00 399 243 105 83 37 Nov.00 199 102 77 15 7 Dec.00 379 81 182 65 33 Jan. 01 214 75 389 72 109 Feb. 01 178 247 881 651 38 Mar.01 420 139 205 507 62 Apr.01 406 177 570 17 167 Overnightstays Czech

Republic Hungary USA Japan

May.00 237 882 559 54 Jun.00 634 1.002 1.285 43 Jul.00 431 1.240 308 70 Aug.00 478 1.834 950 17 Sep.00 380 1.787 717 15 Oct.00 396 999 745 4 Nov.00 202 857 357 11 Dec.00 1.534 3.270 185 11 Jan. 01 1.992 11.941 139 4 Feb. 01 3.810 11.729 123 29 Mar.01 3.732 9.791 486 12 Apr.01 831 1.317 301 1

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5. Development of travel agency activities

The development of the sector incoming basically is very positive, the targeted turnover numbers were

reached. The incoming activities turnover was € 149.234,-- in 2002.

As seen in other regions it can be stated that an autonomous incoming sector for the Mostviertel

region can not be operated cost covering. The earned provisions are positive for the operating result,

but not covering costs for one person including the total infrastructure. The experiences of the last two

years show that for a region organisation operating an incoming is an essential part of its activities. It’s

a service which is appreciated by guests as well as by the service providers.

For the Mostviertel Tourismus it is essential to have a direct contact to the region’s enterprises, to

know the local atmosphere and the touristic offers of the region.

6. Development of bookings winter 2002/03

In the winter season 2001/02 bookings were taken over from the office of NÖ-Süd Alpin. The booking

development was very positive and about 1000 more bookings were made than in the season 2000/01

as the bookings were operated through the office NÖ-Süd Alpin.

In sum 901 arrivals with a total of 2.316 over night stays were booked in winter 2001/02 through the

Mostviertel Tourismus. In the winter season 2002/03 in spite of a bad start the booking numbers could

be hold stable. In the period from November 2002 to April 2003 1.219 persons with a overnight stay of

3.111 were booked. The turnover of these bookings account for € 82.000. The figures of the year

before could be increased in a small number. It is a matter of fact that on average only every third

booking inquiry could be transferred into fix bookings as most of the enterprises were fully booked in

the winter sports communities.

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7. Development of bookings summer 2002

In comparison to winter it is more difficult to get overnights to the region in summer. Several packages

were developed and several co-operations were concluded with travel agencies and organisers.

In total in the months from May to October 2002 over 2000 persons with a total of 4016 overnight

stays were booked. The total turnover amounted to about € 63.000. As the incoming activities started

in mid 2001 there are no significant overnight numbers for summer 2001.

8. TIScover area coverage

The participation of communities and enterprises of the Mostviertel are basically satisfactory. In co-

operation with the Tourismus Technologie GmbH and the Telecenter a great proportion of tourism

relevant communities and enterprises are members of TIScover.

In total 72 communities (64 % of all communities), 156 enterprises (commercial and non-commercial)

as well as 21 network organisations are members of TIScover. With these figures of TIScover

membership the Mostviertel is leading within the Province of Lower Austria in respect of area

coverage.

Type of offering category number regions Special licences 7 communities Professional licence 47 communities Free basic 25 Sum 72 Enterprises – farms and private rooms Basic 77 Enterprises - commercial Professional – licence vollwarter 42 Enterprises - commercial classic 25 Enterprises - commercial web 3 camping 5 gastronomy gastro 2 Huts and hostels premium 2 Sum overnight enterprises 156 Marketing boards Professional 6 Travelcenter Professional 3 Monasteries professional 3 Offering groups Premium 2 Sum total 249

Source: Mostviertel Tourismus GmbH 2004

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9. Mostviertel Region Online Information-Enquiries and Bookings from 2001 to 2003

2001 Region Mostviertel Total Lower Austria Number Info-Enquiries 3361 16,91 % 19873 Enquiries Reservations 3475 19,53 % 17785 Sum Enquiries 6836 18,15 % 37658 Bookings-Room/Apart. 85 10,35 % 821 Bookings-all incl. 2 1,56 % 128 87 9,16 % 949 Bookings-Room/Apart. 15800 9,10 % 173484 Bookings-all incl. 599 1,42 % 41954 TurnoverOnlineBook's 16399 7,61 % 215438 Turnover per Booking 186 88,15 % 211 Turnover initiated 322969 16 % 2018734 Total Turnover 339368 15,18 % 2234172 Visits 20560 2,68 % 766730 Pageviews 271980

2002 Mostviertel Total Lower Austria Number Info-Enquiries 3147 18,28 % 17209 Enquiries Reservations 4294 19,17 % 22395 Sum Enquiries 7441 18,78 % 39604 Bookings-Room/Apart. 107 9,57 % 1117 Bookings-all incl. 2 1,40 % 142 109 8,66 % 1259 Turnover-Room/Apart. 30462 12,83 % 237456 Turnover-all incl. 43733 TurnoverOnlineBook's 31446 11,18 % 281189 Turnover per Booking 285 134 % 213 Turnover initiated 611238 25,68 % 2380407 Total Turnover 642685 24,15 % 2661596 Visits 36637 2,53 % 1446113 Visits TIS (7/02-1/03) 8770 0,45 % 1937211 Sum 45407 11,85 % 383324 Pageviews 407832 2,18 % 18743786 Pageviews TIS (7/02-1/03) 38169 0,19 % 19774480 Sum 446001 2,26 % 19774480

Source: TourismusTechnologie GmbH 2004

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2003 Mostviertel Total Lower Austria Number Info-Enquiries 2971 16,18 % 18360 Enquiries Reservations 4817 18,75 % 25684 Sum Enquiries 7788 17,68 % 44044 Bookings-Room/Apart. 123 9,35 % 1316 Bookings-all incl. 10 4,37 % 229 133 8,60 % 1545 Turnover-Room/Apart. 24827 9,20 % 269733 Turnover-all incl. 3185 4,33 % 73517 TurnoverOnlineBook's 28012 8,16 % 343251 Turnover per Booking 202 98,53 % 205 Turnover initiated 486147 18,47 % 2632152 Total Turnover 514159 17,28 % 2975403 Visits 49207 2,29 % 2149294 Visits TIS (7/02-1/03) 12412 0,46 % 2674793 Sum 61619 1,28 % 4824087 Pageviews 495234 2,03 % 24341191 Pageviews TIS (7/02-1/03) 61667 0,44 % 13936699 Sum 556901 1,45 % 38277890

Source: TourismusTechnologie GmbH 2004

Summary

The tourism marketing of the Mostviertel Region was put on a professional basis with the set

up of the Mostviertel Tourismus GmbH (Ltd) which bundles the primary resources budget

and personnel. From 2000 – 2002 a brand development process was developed for the region,

questionnaires of guests, locals and performance carriers were conducted, products developed

and a professional incoming system set up with the operation of a professional incoming

system with a reservation centre for the whole Region, the building-up and development of

distribution channels, the straightening of organisational structures and optimising of working

procedures and the optimising of the internal communication. The brand development process

continues until 2004 and various specials, maps and offer catalogues were developed. The

internet appearance was redesigned. As described above overnight guest-figures are

increasing since 2000.

17