Marie-Louise Schnurpfeil - Linz Tourism

Introduction

Marie-Louise Schnurpfeil studied tourism management and leisure economics at IMC FH Krems with a focus on sports and cultural tourism. Her thesis was dedicated to Linz as the European Capital of Culture in 2009 – the city where she now helps shape future visions for tourism. After various positions in tourism both at home and abroad, she has been the managing director of Linz Tourism since 2023 and is pioneering new paths under the claim "Take a risk, visit Linz." With the vision "4020 in 2040" and the Destination Strategy 2030, she is focusing on a future destination Linz.

There are many visions for sustainable tourism. But what determines whether they lead to concrete actions, priorities, and measurable impacts? Between strategic aspirations and actual implementation lie political decisions, institutional frameworks, and the ability to align diverse interests in a common direction.

This topic block explores the role of strategies as a translation from long-term future visions to concrete actions. The focus is on how sustainability goals can be integrated into governance structures, financing mechanisms, and corporate decisions. What prerequisites are necessary for visions to have an impact? Where do conflicting goals arise between competitiveness, resilience, and sustainability? And how can strategic ambitions at the European, national, and corporate levels be connected?

International perspectives meet experiences from politics, destination management, and corporate tourism practice and are further deepened in a joint discussion.

Framing Keynote: tbc

Austrian Good Practice: Marie-Louise Schnurpfeil, Linz Tourism Association

Subsequent panel discussion: Marie-Louise Schnurpfeil, Linz Tourism Association / State Secretary Elisabeth Zehetner, Federal Ministry for Economy, Energy and Tourism / Verena Brandtner-Pastuszyn, Henriette Stadthotel Vienna