You know what they say about first impressions, that you never get a second chance to make one. With that in mind, my feelings about Austria will always be overlaid by my first visit when I was a young student living in Paris. It was winter, and we arrived in Vienna via a picturesque train ride from Paris to find the city blanketed in snow and radiating fairy-tale charm.
I've been back to Vienna many times since then and have had a chance to explore some of trendier sections of the city along with its imperial grandeur, but the halo effect from that first visit remains.
Now that Austria is emerging from the pandemic restrictions of the past two years, I asked Michael Gigl, Austrian National Tourist Office regional manager for the U.S. and Australia, for an update on the visitor experience today -- including whether there are any lingering protocols from Covid precautions and the impact of Russia's invasion of Ukraine.
With regard to the war, he said, "We see very few cancellations so far, but a noticeable slowdown in new bookings. I believe many travelers are in a holding pattern." Gigl noted that he's seeing that wait-and-see attitude among his own friends, who are making plans to travel in Europe for the summer season but are holding back a bit for the actual booking.
"Obviously, advisors need to take their clients' concerns [about the war] seriously. At the same time, the conflict is hundreds of miles away. Since the desire for returning to Europe is extremely strong, I think the best an advisor can do is to get his or her clients ready to travel. Be there and fully prepared when your clients are ready to make that booking."
On a more positive note, Gigl stressed that Austria is fully open to everyone, without the complicated rules and restrictions that have dogged all of us here and abroad during the pandemic.
"Of course, governments and health officials are constantly trying to strike a balance between keeping things safe for all and a return to normal," he said.
At the moment, masks are still required in most indoor settings, Gigl said, adding that since we have all learned that pandemic rules can always change, it's best to check the www.austria.info website for the latest information and updates.
Cathedral Quarter in Salzburg framed by the Austrian Alps. Photo Credit: Tourismus Salzburg GmbH
Rethinking the visitor experience
Like many destinations, Austria used the pandemic-induced pause in tourism to rethink and fine-tune its tourism experience.
Outdoor dining, street cafes and the like have long been part of the Austria experience, but what did change was an accelerated focus on a sustainable form of tourism that benefits travelers and the local community alike, Gigl said.
"We are a country of family-run businesses -- over 90% of hotels in Austria are family run. And making sure that this entrepreneurial tourism sector made it through the pandemic intact was a big focus of our government."
Most Europe specialists have predicted a boom in nature-focused travel as people slowly resume leisure travel, but it's hard to imagine visiting Austria without including some of its iconic cities.
"It is truly easy to combine city stays with a countryside experience, and Salzburg is a great example, as it is right on the doorstep to the Salzkammergut lake district and the scenic beauty of the Alps," Gigl said.
"Or take Innsbruck, the capital of the Alps, where it will take you just 20 minutes with public transportation to go from downtown to the mountain top."
As to getting around, Gigl said that while driving in Austria is easy for North Americans, more and more travelers are opting for a private driver/guide experience.
Mountain biking in the Salzkammergut resort area, which draws outdoor enthusiasts in the summer. Photo Credit: Peter Burgstaller/Osterreich Werbung
A rail renaissance
Fueled by its environmental pedigree, rail travel in Austria is also having a renaissance, he said, with Vienna establishing itself as a European hub for intercity night trains, connecting Vienna not only with other cities in Austria but also cities like Paris, Berlin, Amsterdam, Rome and Venice.
"Austrian Railways has recently introduced these new Nightjets, bringing back the fun and romance of the sleeper cars," Gigl said.
Even for outdoor buffs, Vienna is likely to be on the itinerary, especially since the city will usually be the arrival point.
In fact, Vienna's popularity with American travelers is such that even during the pandemic, the U.S. was the third most important market for the city's tourism industry.
According to the tourist office statistics, 75% of visitors to Vienna come because of its rich cultural life. In the area between the University of Vienna and the Karlsplatz alone, an area of less than half a square mile, visitors have nearly 30 museums to choose from.
This year, new cultural attractions will include the reopening of the Lower Belvedere and the return of the Heidi Horten Collection in the Leopold Museum, which will feature works by Klimt, Schiele, Warhol and Picasso, among others.
Hotels on the horizon
On the hotel front, upcoming hotel openings in Vienna include the five-star Rosewood Vienna, set to open this summer. The 99-room property will be the fifth Rosewood Hotel in Europe and the first in a German-speaking country. Located in a former bank building dating to 1830, the hotel will feature a rooftop bar overlooking the city, a garden restaurant serving European cuisine and Sense, a Rosewood Spa.
The 76-room Leo Grand is set to open this month, just a few steps from St. Stephen's Cathedral in a heritage-listed building. The property pays homage to Holy Roman Emperor Leopold I, who reigned from 1658 until his death in 1705.
As to access, Austrian Airlines will launch a direct flight from Los Angeles to Vienna starting in mid-May, strengthening the connection between the West Coast and Austria's capital.