"Lebensgefühl"

Nature, culture and cuisine create the ideal conditions for an unforgettable holiday in Austria, which is made truly special by countless encounters with Austrians, both big and small. The ‘real’ Austria can be found around every corner, inviting holidaymakers to truly immerse themselves in the country and its authentic moments and to experience life in all its facets once again. It is a feeling that, thanks to distinctive and bold communication, makes people all over the world want to holiday in Austria. 

At the heart of the new brand identity is the ‘Austrian way of life’ ("Lebensgefühl"), which should not only be experienced live and authentically during a holiday in Austria, but also in communication and design. To this end, ‘Lebensgefühl’ (way of life) is being established as a separate term for Austria, but also in other countries, and is therefore not translated into other languages, but only explained by describing the respective feeling in the local language. The new imagery literally opens up new worlds, showing Austria in its authenticity: genuine, from new perspectives and full of contrasts.

Creative content has been developed in five Austrian provinces to match this: a major launch film and a series of short films with specially composed music. They show the country in motion, full of vibrant life, but also the tranquillity that can be found there. The contrasts of Austria are brought into focus: from the mountains to the valleys, from the city to the countryside, they give holidaymakers a taste of the Austrian way of life and also show Austrians their country as they have never seen it before.

The new brand identity was presented for the first time at the international tourism trade fair ITB in Berlin at the beginning of March 2024 and can now be seen across all channels in a total of 11 European countries.