Kim Jin-ho, Director of the Austrian National Tourist Office’s Korea Branch, explained in a recent interview with E-Daily, “During the summer season (April–September), the average daily spending per South Korean tourist is 427 euros (approximately 640,000 won), ranking fourth overall,” adding, “The average length of stay is also the second longest in Asia, following China.” The Austrian National Tourist Office’s decision last October to elevate its Korea office—which had been part of its integrated Asian operations system—to an independent office was also driven by the Korean market’s high growth potential and economic value. Director Kim assumed the role of the first director of the Korea office upon its independence.
Director Kim assessed that, since the onset of the COVID-19 pandemic, the spending patterns of South Korean tourists have shifted toward high-value-added travel centered on culture and the arts. “The government has been fostering the luxury tourism market by integrating music and art content,” he said, adding, “Travel packages featuring classical performances—such as the Vienna New Year’s Concert and Cho Seong-jin’s recital—continue to sell out despite prices exceeding 10 million won.”
The MZ generation was identified as the customer segment currently attracting the most attention in the Korean market. This is because they are part of the “Young Luxury” generation—people who typically prioritize value for money but are willing to spend generously on experiences that align with their tastes and interests. For example, they might stay at a luxury hotel where the nightly rate exceeds 1 million won while eating street food, or stay at an affordable guesthouse while enjoying a tour of Michelin-starred restaurants.
“Developing content that blends classic and modern sensibilities—such as hosting EDM (electronic dance music) performances at the Vienna Museum of Art History against a backdrop of world-renowned masterpieces, or transforming Mozart’s birthplace into an immersive experience space incorporating media art—is also a strategy designed with the tastes of the ‘Young Luxury’ generation in mind,” explained Managing Director Kim.
As a way to enjoy a unique trip to Austria, he recommended experiencing “Lebensgefühl,” Austria’s distinctive philosophy of life that emphasizes the leisure and joy of everyday life. Director Kim said, “Rather than rushing around famous tourist spots, enjoying the local coffeehouse culture over a cup of ‘Wiener Melange’ is the way to experience Austria more deeply.” He added, “At the tourism board level, we also plan to actively promote not only the famous tourist attractions in Vienna’s Old Town but also the cafés and alleyways of the ‘Grätzl’—which refers to neighborhoods—as well as the winter ball culture where people enjoy waltzing and socializing.”
He also expressed optimism about expanding tourism exchanges between South Korea and Austria. Last March, the governments of both countries agreed to increase the number of flights from the current four per week to a maximum of 21 per week. Director Kim stated, “Now that seven flights per week to regional airports in Austria are possible, we plan to strengthen our marketing efforts to promote destinations outside Vienna, such as Salzburg and Innsbruck.”
