The fact that Vienna is an attractive tourist destination, well known internationally is undeniable. With its imperial splendour and remarkable cultural image, Vienna has become, in the recent years, an attractive tourist destination, reaching in 2010 over 10.8 million overnights, far exceeding...

The study presents the key elements of the branding strategy applied by Vienna and the main target markets and the quantitative and qualitative effects, with an emphasis on the target group consisting of Romanian tourists, which is a priority market for the city. In the second part of the study,...