The Use of Open Innovation in Co-Creating Vienna’s Tourism Strategy 2020

UNWTO Ulysses Award for Innovation in Public Policy and Governance

First Runner-up: The Use of Open Innovation in Co-Creating Vienna’s Tourism Strategy 2020, Austria 

The vision of the Vienna Tourist Board’s (VTB) initiative was to co-create a shared and mutually accepted tourism strategy for the City of Vienna based on input from the tourism industry and its stakeholders. The VTB therefore adopted an online collaborative open innovation process in order to develop its 2020 Tourism Strategy.

The open innovation initiative served to enable local stakeholder collaboration, thus allowing the VTB to design a transparent and open process of stakeholder involvement aimed at creating an inclusive model of tourism governance. Consequently, Vienna’s “2020 Tourism Strategy” provides a clear, shared and mutually accepted vision for Vienna 2020 that not only takes into account the agendas of the various stakeholder groups, but also encourages active participation and engagement in the implementation process. The approach adopted could potentially serve as a role model and be adopted at any level – local, regional, national or international – of tourism organizations and enterprises.


I would like to thank UNWTO for the honor of awarding our open strategy project. We hope our initiative in adopting latest technologies to establish local stakeholder collaboration and co-creating a shared vision will serve as a role model for other organizations around the world and creates benefit for development in global tourism as well.


Norbert Kettner
Managing Director
Vienna Tourist Board