How is Austria's image in the world actually shaped? In this episode, Gert Kunze rides through Vienna in a Fiaker, a traditional horse-drawn carriage, with Astrid Steharnig-Staudinger, CEO of the Austrian National Tourist Office (Österreich Werbung). They talk about tourism, international markets, new target audiences, overtourism, the Eurovision Song Contest, campaigns like "Non Disclosure Austria," and the question of how Austria can be portrayed as more modern and diverse while still remaining authentic.

Astrid Steharnig-Staudinger has been CEO of the Austrian National Tourist Office since May 1, 2023. In the conversation, she talks about her journey from Carinthia to the top of the national tourism organization, why Austria needs to show more than clichés, and how to position a country on the global stage.