Holger Sicking - Österreich Werbung

Introduction

After studying business administration and working as a statistical manager in a market research company, an independent consultant, and a university lecturer, Holger Sicking has been the head of the Tourism Research & Data Analytics team at Österreich Werbung since 2009. Together with his team, he explores tourist behavior in Austria, potentials, and target groups worldwide, and in the field of trend research, he is on the trail of global social and technological change. The methodological range extends from psychological research to machine learning projects. Most recently, he published research findings on culinary topics and the future of winter tourism in Austria.

Data is a central component for informed decisions in tourism and provides the necessary foundation for transparency, management, and impact measurement. At the same time, they only realize their value in conjunction with clear objectives and a shared understanding of sustainability.

Which data are decisive to specifically shape sustainable developments? How can data-driven insights be used not only to increase efficiency but also to make long-term impacts visible and support them?

The impulse shows how data-driven approaches can provide guidance and contribute to systematically underpinning value-based decisions in tourism – thus making the "why" behind sustainable action more tangible.